Big Boobs

It wasn't so long ago that busty babes were used to sell everything from cars to beer. In fact, I  get a perverse kick out of some of these ads, and actually have a collection of them mounted and hanging throughout my house. What breasts had to do with brakes or (haha) handling, I never understood, except that maybe the ad creators cynically thought that male buyers made their decisions somewhere between belts and their bar stools.

Although this tactic has never really gone away, it's eased off somewhat — although, now, himbos are often being used as selling tools in ads aimed at women. Fair's fair, I guess, and sex always did sell. But really? Is the ad industry so creatively bankrupt that no other strategy will do?

All these thoughts ran through my mind last night while I flipped through the September issue of Chatelaine — a woman's magazine — and stumbled across this ad on page 103.

Get it? Fresh-cut taters versus silicon tatas.

Now I ask you. Assuming you even noticed the fries, is this a good ad? Does it make you want to run out and ''indulge'' in ''Real. Fresh. Fries.'' — or does it make you want to toss your cookies?

And yes, it has won critical praise.

Unbelievably, it's targeted at women!

With media buys by Toronto's Media Experts, print ads will appear in magazines including Chatelaine, Hello, Flare, Canadian Living, People, Style at Home and Canadian House & Home through May 2009 — specifically targeting women 25-49 because they are key influencers in their households.

In fairness, I should add that the campaign also includes ads that use fake ''nails, hair, Botox and toupees." But one token bad wig on a man can't make up for the blatant sexism here.

Or maybe it's because it's Monday and I'm watching the Democratic National Convention coverage on the U.S. news nets, which are attacking Senator Hillary Clinton and Michelle Obama. Speaking of which, read my friend Rosie Dimanno's most excellent column from Denver here.

Comments

[johnnykap]

That's interesting to know that you're watching the convention, Ms. Z. You must be a little worried that your boy doesn't seem to be doing so well these days. I love it!!!

I don't understand why you get mad about that ad (the sexism!!!!) when the picture you use to advertise this very blog is not dissimilar to the picture of that women with the incredible juggs. You've got your bra strap in each hand. The message is clear. Why is it acceptable for you to do that but not the french fry company?

[Antonia]

1. I'll watch the Republican coverage too. It's my job.
2. How do you know that's not a camisole?
3. If they were suspenders, would you feel the same way?
4. I'm selling myself. Not potatoes.
5. Not that you can see them, but mine are not fake.

[itellitlikeitisguy]

You're not being quite fair Jkap, the lady with the big breasts is not wearing a bra at all --- she is obviously a more determined feminist than Zerb.

Do you think that possibly Zerb is poking fun at her age by holding those bra straps up?

[Adam]

You know, I'm really not seeing the sexism here. It's more tongue in cheek than anything. If anything, it's railing against body modification(which obviously is a decision people are free to make, but in this ad's case I don't see why anyone would need implants that huge).
Sure, it's not one of those awesome Dove commercials where they strip the layers off those airbrushed billboard photos of models, but it's most definitely a clean jab.

Is it effective marketing? Will it make people go and get New York Fries more often? Nah. I doubt it. Then again, marketing gimmicks have never(or incredibly rarely...but I can't remember a single instance) pushed me to support a product more than I already did.

[Big Dave]

Holy smokes..... johnnykap actually makes a fair point regarding your blog pic and the ad... shoot me now!!

My first impression of the ad is: I'm stoopid enuf to think these hooters look good and I eat New York Fries cuz, like, they got less transfats than my boobs.

I hope the model has been digitally altered and her tatas don't look like that in real life.

[Carla]

Antonia,
Young women are perfectly happy and used to this type of advertising, don't you think? Some young women see it as irony, other younger women don't. Take one Heidi Montag, a 20-something reality star actress (The Hills). Since her debut a couple years ago, she's had her body and face entirely transformed by plastic surgery. She barely looks the same, when what she looked like before was much more beautiful. This, and countless other examples is the new, unquestioned normal. It's considered just another tool in a woman's arsenal. That's the danger. The world is changing rapidly and it's hard to keep up.

[sooey]

Let's not forget her reality tv boyfriend, Spencer, Carla - he plans to run for President.

By the way, not that it needs saying, but - they're both Republicans.