It’s 2016, Do We Still Need To Objectify Women To Sell Our Products?


“You know you aren’t the first, but do you really care?” is the tagline of luxury car maker Aston Martin’s ad campaign for pre-owned or used cars. It is scribbled across the page as a tantalizing woman stands in high heels and lacy lingerie.

Any man or woman with decent IQ clearly understands the message that is supposed to be witty, but is actually a rather sexist, misogynistic and plain dumb.

Some lousy copy writer thought he struck gold with this lazy and well used tactic of selling their pre-owned cars. To think that it comes from the legendary Aston Martin is even worse.

It is an apathy to see that even today we are comfortable with reducing women to mere objects. This ad is absolute bad taste, for women are human beings, waho cannot be pre-owned, used, or passed on to another. The number of sexual partners a woman chooses to have doesn’t signify the number of owners she’s had!

Just like every other field, women have always had to face an unprecedented amount of sexism in the advertising world. It is appalling to see that companies are still hell bent on objectifying women and using them as nothing more than sex props as a part of their marketing strategies and advertising campaigns.


Ford Motor Company and the advertising firm WPP have issued apologies after mock ups of ads for the Ford Figo, a hatchback made in India.

While three posters were uploaded to (and removed from) Ads of the World, the one that has perhaps received the most attention features caricatures of three scantily-clad women with their hands and feet bound and their mouths gagged. In the driver’s seat — looking back and flashing a peace sign — is a grinning man who looks a lot like Silvio Berlusconi, the embattled former Prime Minister of Italy. (Berlusconi is, of course, not only known for throwing wild “bunga bunga” sex parties, but is facing charges of paying for sex with an underage woman.)

It’s not just the car brands, food giants, cologne brands; it seems like it’s the oldest trick in the book. These companies are crazy to jeopardize their market reputation and goodwill just to earn a couple of extra bucks! Well, more than a couple, but it still doesn’t justify the sexism.


This ad by fast food giant, Burger King received a lot of flak for its unnecessary innuendos and sexual references. Why sexualize something as platonic as a burger? Why do ads always have to have scantily clad women to appeal to the audience?

It’s high time these brands realized that their USP needs to be within their product and not in some crass and oafish ad campaigns.

It’s 2016, I’m sure we are better than this?!

Shireen Azizi

Image Sources:

The Viewspaper