Real Women
Having worked in advertising a bit, I was intrigued by the ongoing debate about the representation of gender in bicycle advertising. At first, I was inclined to be offended too. But then, as I was watching the cyclists in my neighborhood, I realized something: the media really has us women figured out!
For example, I saw this very cute woman with a bike downtown:
Specialized did some solid market research because I actually stumbled on a couple of Bike Nurses offering cycling men a hand!
Of course, the lady cyclists out on the town were very stylish.
But, of course, it’s not all about the clothes.
Which sure makes laundry and getting ready in the morning so much easier.
IMO: real woman, real bike, real high-class 🙂 :
http://www.flickr.com/photos/bikeyface/6469082081/
While I think you’re totally right about those bike ads — especially the one with the nurse — I think it’s important to separate opposition to sexist objectification from opposition to fashion and public spaces where fashion works. In most US cities (even, in certain ways, Boston), we’re just starting to rebuild a culture of genuinely urban public space, and dressing for the public eye is a big part of that. For fifty years, urban biking has been something that grubby men do, amid the grime and danger of car traffic. We really, really, need to change that. So while I agree that many bike ads — like many ads, period — promote an idea of fashion that makes women feel stereotyped and demeaned, I think it’s bad to jump from there to a condemnation of a visually appealing urban landscape….just sayin’.
Funny.
(Nitnoid: Male/female/whatever is a reference to one’s *sex*, not gender.)
Woman in helmet says “These are my regular clothes”
AGNNNN… Okay well I’m glad you always wear a helmet while driving a car. Be safe everyone!
This issue is a tar-baby and I am very disappointed that this issue continues to gain traction amongst the bike advocates. We have people regularly dying or getting injured by our autocentric society and we’re instead wasting time attacking a made-up enemy “cycle chic”. Last I checked, the car was killing us and our cities – not the random lady on a bike or the random model who does paid gigs for magazine spreads.
There are plenty of women who dress well and dress to be admired by men. They revel in male attention. I don’t identify with this group, but many of my friends do this and they do this deliberately – they enjoy and revel in titillating men. Men enjoy this to – its a game and I must express genuine surprise that you’re not aware of this (or at least that’s the impression I get from reading your comics). Sexual dynamics and sexual energy is part of human nature and the advertising industry has tapped into it brilliantly. If you dislike the paradigm that is being set – change it. Attacking it makes it that much more powerful. You have a soapbox – use it wisely.
I think Sam makes an interesting comment. What is demeaning and tasteless to some is a playful allusion to others. It’s usually a matter of opinion and values, not of objective rightness or wrongness.
I think Elly Blue’s Bike Test is a useful guide for those wanting to think about the issue. But the conclusions you arrive at in applying the test will not be the one and only truth.