Last weekend’s Sunday Times ran this ad for Volkswagen’s new Polo.
VW clearly do not see anything wrong with the ad. Half of the as is taken by these words: This car can help you attract women. Just drive it to places where there are women. And be really charming.
The Sunday Times clearly didn’t see anything wrong too.
Anyhow, I suspect the admen who worked on the ad thought it funny. (Do you think there women who worked on the account? You never know in a post-feminism era.) The last sentence was possibly supposed to make everything right: And be really charming.
I would like to know what you feel about the ad? Is it sexist? Is it possible that it is targeting lesbians? What is a respectable newspaper’s ethical responsibility to equality and non-discrimination? Would it change the way you feel if the add included the words ‘straight white’, or ‘lesbian black’ in front of women?