dealership advertising

Gender portrayals in auto advertising (Part 2/2)

This two part series explores the portrayals of women in automotive advertising. Read Part 1.

If you read Part 1, you know that automotive advertising has relied on female inadequacies to sell cars (see Buick). It’s still happening. TrueCar’s now infamous commercial, “A Better Way,” is one recent example of an automotive ad that highlights female inadequacies in a way that mirrors the “matter-of-fact” tone of the examples from the 1960’s. First aired in March of this year, the ad depicts several female characters talking about the difficulty of negotiation during the car-buying process.

It was panned here, here, here and their Facebook page. With the help of TrueCar, one woman says, “I don’t need to bring a dude with me.” Not only does the message of the commercial dismiss a woman’s ability to hold her own during the buying process, but it also suggests that car salesman prey on female customers as if they are as helpless as Little Red Riding Hood. [keep reading]