AdvertisingBody ImageHealth and BodyOn The PulseSexualization

Sexualized Svedka fembot, go away!

By June 7, 2012 5 Comments

Ok, so – I know that the last post I wrote was about an alcohol commercial promising to make you manly, and I can’t say that I was exactly expecting to be hit with another wave of sexist advertisements for an alcohol brand – but then again, given what we’ve seen thus far, we can’t be that shocked. Also, given the recent study that shows children who are exposed to alcohol advertisements are more likely to binge drink than those who don’t, I think it’s probably important to address.

One of Svedka’s first print ads is already in the About-Face Gallery of Offenders. You know, the one that shows a female robot with alarmingly Barbie-like proportions and a coy little smile, and the ubiquitous non-sensical tagline “Are You Bot or Not?” (By the way, I still haven’t figured that out – if you are enough of a bot does it mean that Svedka is the alcohol for you?) So, let me introduce you to the latest commercial and print advertisement that recently affronted me. Let’s start with the commercials, shall we?

I get that companies think sex sells – no matter what the product, if you make it sexual, people will hopefully associate the product with that and want to buy it. But this is creepy in a slightly different way than the other alcohol commercials. They aren’t using a real woman and sexualizing her, they are sexualizing a female robot – further reducing the agency of women. Svedka doesn’t just want the women to have their identities be merely sexual, they don’t even want them to be human.

We assume you'll not only be married more than once, but also that you hope your wife will not have the ability to speak.

Doubts? Take a look at the ad.

The audience here, like that of the commercials, is male, as it gives them a delightful piece of “advice” regarding their future marriage. The second marriage, mind you, because Svedka is assuming either that there will be no sustained and committed romantic relationship for these men (which is pretty insulting to men, too), or that their previous romantic partner was SO intolerable that they should look for one who doesn’t seem to have any brains or ability to sustain a conversation but sure can pose like a champ and dance like no other to excite you!

It also tells us that Svedka seems to think the only wives worth having are trophy wives (since these drinkers are about to be on their second). Oh, and did you catch that line from the song in the commercial – “come on and wind me up?” That wasn’t chosen serendipitously, either – this fembot only requires a reboot and wind-up to do whatever you want, whenever you want.

The ideal woman in the Svedka marketing room is one that is seen but not heard, and only seen when the man wants to see her. As a woman who prides herself on communication skills, I certainly won’t be giving Svedka any of my money.