By Anika Cunningham
The old ad campaign standby of “sex sells” is a phrase that most of us are all too familiar with. As the oft-overlooked minority in the gaming community, women are frequently forced to tolerate this method of sexual pandering by witless ad agents who aren’t creative enough to come up with a campaign that doesn’t rely on bare midriffs and cleavage. We suffer through video game ads adorned with busty bikini models, regardless of game content.
The idea that video games often market themselves by marketing to oversexed heterosexual males is no revelation. But what about the consoles themselves? Do they pander to that same base instinct, or do the ad agents in charge of their campaigns aim higher? Caution: This post contains images that are not safe for work! (more…)
By Andrea Rubenstein
When we think of video games, and by extension video game commercials that feature players, we think of guys. Usually commercials show us gamers who are close to the stereotype: white, geeky, stick-thin guys. This is not so for the Wii, which aggressively targets a broader demographic. The commercials below all feature a range of players outside the stereotype; they are obviously sending the message, “the Wii is for you, and you, and you!” (more…)
By Andrea Rubenstein
It pains me to say this in 2007, but although female protagonists are numerous compared to the days of my childhood, it’s still relatively rare to see one. It’s even more rare to see one who isn’t The Girl or portrayed as a sex object. A woman whose character could have easily have been a man? Practically unheard of. So when I see a commercial where they didn’t go for the default male, it makes me pay attention. (more…)
By Andrea Rubenstein
You hear it over and over again, “Sex sells.” While I personally think that the phrase is less a truism and more a prime example of how advertising can successfully create its own hype, I figured that I would look at two advertisements (well, one ad and one ad for a contest for a game) in this installment of Market to Me. Caution: This post contains images that are not safe for work! (more…)
By Andrea Rubenstein
The rampant sexism and racism in the horror genre has almost become a joke: witness the way people watching horror movies together bet on how long the beautiful woman will stay alive, or whether or not the black comic relief guy will make it through to the end. While it can be argued that survival horror games aren’t nearly as mired down by these tropes, it is still quite clear that they haven’t entirely left them behind. When an advertisement does something to subvert these stereotypes, it stands out. Of course, when a advertisement does something to clearly reinforce them, it stands out as well–though not in a good way. (more…)
By Andrea Rubenstein
The relationship between femininity and gaming has been, and continues to be, a rocky one. When you think of “feminine” in a gaming context, the first thing that comes to mind is likely something along the lines of a “sexy chick” licking a Nintendo controller, a “fake” gamer in it for the attention or a fluffy “casual” gamer who isn’t as good as the “hardcore” ones. But is there really any value in forcing all gamers into a hypermasculine paradigm? Furthermore, does it make sense from a marketing perspective to shut out feminine gamers, especially when women (many of whom identify as feminine) are a growing demographic? (more…)
