We at GamingAngels are not usually ones to have our feathers easily ruffled. With sexism in the gaming industry being a current hot topic, we’ve taken most things in stride because, when it comes down to it, we’re just here for the games. But Sony France’s latest PS Vita commercial has rubbed us the wrong way…no inappropriate puns intended.
Sony France’s approach was to highlight both the rear and front touch screens saying, “Touch both sides, twice the sensations.” How better to illustrate how totally awesome this is than be showing a headless woman with four breasts. Holy crap.
First, lemme address some of the arguments addressing cultural differences, including that Europeans are not as sensitive as we excitable Americans. To that I say: pul-eeze. European tastes/sensibilities or no, this advertisement is repugnant on a number of levels.
For one thing, the ad assumes that the only PS Vita customers are men. I mean, duh, obviously, those women folk don’t comprehend vidya-games so here ya go, boys! And I do use the word “boys,” because this is the type of fratboy mentality (“OMG TITS!”) that I thought the video game industry abandoned years ago. Seriously.
Secondly, the image is a textbook definition of “objectification of women.” Not only does it suggest that the only thing better than a woman’s breasts is a woman with four breasts, it also shows that that’s the only thing worth noticing on a woman. The whole woman-shown-without-head technique has been played out for years.
Third, and most important, what the hell is the ad selling? The front and rear touch screens of the PS Vita? Really? That’s its best feature?
In a year crammed full of sexist allegations and examples, this French ad manages to overshoot the mark by a mile. Sure it’s only run in France, thereby only intended for French men, but we’re not accepting that as an excuse. We’re not angry, Sony Europe, we’re just wildly disappointed–and disgusted.