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  • FRIDAY MARCH 10 2006 9:55 PM

Fast Times at Misogyny High

Welcome, class. Please take out your textbooks and turn to the chapter on Media, Society and Politics. As you’ll see, today’s lesson focuses on the cultural intersection between two seemingly disparate topics: The new series of VW television ads, and South Dakota Governor Mike Rounds’s recent signing of a bill that bans nearly all abortions in his state. “What on God’s green earth is the connection?” You might be asking. Well, dear students—I’ll tell you. The latest television adverts for VW, which introduce the redesigned GTI, attempt to reinstate the sports car’s long lost cult following. And how do they attempt this feat? Why, they do it in large part by tapping in to the inherent misogyny of America’s fine young men, of course!

The spots are driven (so to speak) by an evil-looking totem: a little black monster called simply "Fast." The icon serves as the intended personification of young American men’s insatiable desire for speed (velocity, not meth) and freedom. We’ll call it speedom. In any case, the formula is this: a young buck, itching for speedom at the wheel of his shiny new GTI, treats his girlfriend like crap. For example, in one ad, a young woman—her hair flapping about her face as her boyfriend races down his own private Autobahn—asks sweetly if they might roll the windows up a tad. At the frightening behest of his “Fast,” he tells her no, ultimately shutting her up with the statement, “It’s really hard to enjoy the sound of the engine with all that yakking.” Another ad features a young man who locks his girlfriend out of the car as he prepares to leave on an errand, telling her that he’d “rather not carry the extra weight.”

It’s one thing to appeal to men under the age of 25—it’s another thing to do it by encouraging misogyny. And how does this have anything to do with Monday’s signing of a bill that denies women the right to their own bodies (even bodies that have been assaulted by rape or incest); a bill that aims to ultimately chip away at Roe V. Wade? Simple. The VW ads present and promote a society in which women are second-class citizens. VW holds up a mirror, and it reflects a country in which treating women with disrespect is considered acceptable and even amusing. Misogyny becomes a sales pitch, a marketing tactic. And it shows us why legislation like the bill signed this week in South Dakota needs to be regarded as a direct and very serious attack on the rights of every woman in this country. In a country that still hasn’t passed the Equal Rights Amendment, and in a country where women are increasingly denied the right to choose, there can be no room for complacency, passivity, or patience. American women have to act, and they have to act “Fast.”

 

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Comments
BlastProcessing

BlastProcessing

USA
OLD SKOOL

MAR 11, 2006 01:45 AM

People still watch TV?

SomethingStupid

SomethingStupid

North Hollywood, CA
March 2004

MAR 11, 2006 01:50 AM

Furious_D said:
People still watch TV?


Oh hey, I get it, because you don't. That's funny.

Asael

Asael

Hudson Falls, NY
May 2005

MAR 11, 2006 04:31 AM

Well, first of all, the speed commercials are terrible as far as I am concerned. I do giggle whenever I see the Unpimp the Auto spots.

Still, the relationship drawn between an automobile ad campaign and the decision of the South Dakota legislature cheapens any argument made for either issue. The Volkwagon ad campaign has not single-handedly created an atmosphere where legislators in the state of South Dakota felt they could deny a woman rights over her body. One needs to consider the entire political climate which has led to law being passed. This includes such things as the growing prominence and concentration of conservative religious groups in various areas of the United States. It includes the actions of the current administration and certain Senators concerned more with reelection than trying to protect one of the most hotly contested rights in the United States (see the confirmations of Alito and Roberts). I think that ignoring all of this and drawing a direct linkage between bad laws and the Volkswagon ad campaign has generated an atmosphere encouraging people to make very negative comments.

Yes, the Speed commercials aren't the friendliest towards woman. Prime time family sitcoms aren't friendly towards males. I seem to recall having read a statement of concern for younger people viewing such things. I hope there is an adult influence in their life to explain that such behavior is not acceptable. As for the mention of the 18-35 demographic -- if anyone included in that demo doesn't realize that he should approach the women in his life with respect and love, he's not likely to learn unless someone gives him an ultimatum.

apesamongus

apesamongus

Atlanta, GA
July 2002

MAR 11, 2006 04:32 AM

PixieDuzt said:
where is that guy in the commerials from?! the unpimp your auto ones....he is so familair but i can't place him....he kinda creeps me out lol



He's from everything. He's generic eastern European guy. Specifically, off the top of my head, he's been in Armageddon, Bad Boys 2, Fargo, and Constantine (really cool satan).

Edit: oh yea, and he was the only character in Brothers Brimm that didn't suck.

[Edited on Mar 11, 2006 4:36AM]

Mythicus

Mythicus

Lawnside, NJ
May 2004

MAR 11, 2006 06:25 AM

Calypso said:
The fuckin' point is:

If they had one "fast" commercial featuring a female in the driver's seat, we wouldn't say a god-damned thing.

Don't be so quick to say that this isn't a sexist thing...when you're a man. That's like being white and saying racism against blacks no longer exists.

When you're not the victim of a problem, it's difficult to acknowledge the problem.



i adore you.

jason

jason

USA
August 2002

MAR 11, 2006 06:49 AM

the guy is being a dick to his passenger due to the relationship he has with his vehicle. not due to the gender of the passenger.

DeadBilly

DeadBilly

Burnt Cabins, PA
February 2004

MAR 11, 2006 07:19 AM

_DictionaryGirl_ said:
God, these commercials annoy the fuck out of me.

Misogynistic? I don't know about that. It brings out more of an eye-rolling "why must commercials portray men as such idiots?" reaction than a defensive "zomg VW and teh government will make my boyfriend love his fast car more than me and beat me and make me keep our accidental child!?!!1?!11" reaction.



Wow, you just read my mind. surreal I'm glad to see I'm not the only person who thought these ads are more anti-male than anti-female.

madmadjohn

madmadjohn

I'm lost
December 2005

MAR 11, 2006 07:35 AM

firstly, it is typical european male image stuff, now being transferred to American males' weaker greycrlls.

secondly, the Dakota thing is total crap because it simply is NONE of the State's damn biz. Not only does the State NOT own the citizens in this country (unlike some others, see previous problem), but any legitimate interest the State has is only in it's living citizens. RvW is weak and weaselly law in that it relies on State ownership of citizens as well. The State doesn't own you, noone else but you owns you.

Naomi was way too kind on both counts. And, Crystal, if they weren't such europigs to begin with, they'd have the business acumen to have MORE ADS TO WOMEN THAN MEN. But they haven't. So won't sell as many Peoples' Cars.

i see i need to emphasize the universality of this attitude. NOT JUST AN AMERICAN PROBLEM.

apologies for shouting, mmj

Anaphylaxia

Anaphylaxia

USA
November 2004

MAR 11, 2006 08:58 AM

jason said:
the guy is being a dick to his passenger due to the relationship he has with his vehicle. not due to the gender of the passenger.



couldn't have said it better myself.

i swear, some people just want so badly for something that they believe to be true, that they throw any logic that contradicts their way of thinking into the wind and only see the facts that they want to see.

am i trying to say sexism and racism don't exist? no. absolutely not. i would be foolish to think something like that.

but to equate the VW commercials with South Dakota? come the freakin hell on, here.....someone's digging just a little far to come to that conclusion.

when i see those commercials, i'm more worried about the fact that VW is trying to convince people that those little 4-banger, front-wheel-drive crapboxes are actually fast....

attn_ho

attn_ho

Brooklyn, NY
February 2004

MAR 11, 2006 10:20 AM

CarnalScavenger said:

jason said:
the guy is being a dick to his passenger due to the relationship he has with his vehicle. not due to the gender of the passenger.



...BUT...they were leaving the abortion clinic!


blackeyed blackeyed blackeyed tongue

PRockGirlScout

PRockGirlScout

Portland, OR
October 2005

MAR 11, 2006 10:49 AM

Thos ads are not sexist or misogynistic. They're stupid but they're clearly tongue-in-cheek. It's just an idiot (gender is irrelevant) being inconsiderate to their S.O. And frankly it's good to be reminded men are motivated by things other than pussy.

PRockGirlScout

PRockGirlScout

Portland, OR
October 2005

MAR 11, 2006 10:50 AM

CarnalScavenger said:

jason said:
the guy is being a dick to his passenger due to the relationship he has with his vehicle. not due to the gender of the passenger.



...BUT...they were leaving the abortion clinic!




Haha. biggrin

StrongMad

StrongMad

Seattle, WA
July 2004

MAR 11, 2006 11:11 AM

_DictionaryGirl_ said:
Misogynistic? I don't know about that. It brings out more of an eye-rolling "why must commercials portray men as such idiots?" reaction than a defensive "zomg VW and teh government will make my boyfriend love his fast car more than me and beat me and make me keep our accidental child!?!!1?!11" reaction.



THANK YOU! The entire point is that the guy's an idiot. In fact, if you watch advertising at all, the point is almost always that the guy's an idiot. I read a study once where they concluded that in like 95 percent of cases in commercials and TV shows where one gender is made to look stupid or ineffectual, it is the male. Seriously, do some of you even watch television? The message is that men are simpletons and morons. (And yes, of course I know there's a good reason -- women make the vast majority of household purchasing decisions.)

And to try to draw some connection to the South Dakota thing ... with all due respect to the submitter, that's just beyond ridiculous.

Mythicus

Mythicus

Lawnside, NJ
May 2004

MAR 11, 2006 12:23 PM

and for no reason at all.....

Jah

Jah

I'm lost
August 2005

MAR 11, 2006 12:25 PM

Calypso said:

MrMuller said:

Calypso said:
It's either the "fast" commercials or the "Unpimp your auto" commercial with the irritating, slang-spewing German engineer. We can't win.



I'm rather fond of when they unpimp the auto though. wink



It's not the unpimping I loathe, it's the "vee-dub keepin' it real on the engineering tip...Jah!" bullshit that makes me cringe.


I make you cringe? frown

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