An online car sales site combined data gathered from a survey carried out among 2.000 car buyers with a study by a panel of 12 drivers (from all over the UK, age 18 to 64). The panel looked at adverts and reviews of brands such as BMW, Bentley, Ford and Jaguar and came to the conclusion that so-called hyper-masculine marketing is turning off both female and male consumers (via).
Since the start of car advertising, women have consistently been patronised, derided, or seen as merely objects for men to acquire, or an accessory. In the ’50s, Ford made coats and handbags designed to match cars, but only last year, Renault brought out nail polish to match the car – oh, and bonus, you can use it as a touch-up paint too. Us silly women are always scratching our cars while parking! Some of it may be slightly more subtle now, but it’s still there. Men go on epic adventures, winding along cool roads on exciting mountain passes in car adverts… women, they drive the kids to football practice, or go shopping in their pyjamas.
Rachael Hogg
73% of Brits agree that car advertisements either personify gender stereotypes or only address men; luxury sports car brands are found most guilty (by 82%) of being presented as "too masculine" in ads. Small cars (including Fiat 500), on the other hand, are perceived to have the least masculine advertising. 68% of car buyers (77% of women, 58% of men) find gender stereotypes in car ads off-putting, 83% feel disconnected from car marketing, 76% of female drivers do not believe car brands understand women's car buying needs.
Asked about advertising in general, i.e., in all industries, 52% said they found hyper-masculine advertisements patronising, 45% thought the ideals of men and women portrayed were impossible to live up to, 59% believed that they reinforce gender stereotypes that no longer reflect how men and women see society (via). The times of hyper-masculine car adverts are - or should be - over.
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photograph by Claude Nori via
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