{"id":586,"date":"2020-08-03T14:27:24","date_gmt":"2020-08-03T14:27:24","guid":{"rendered":"http:\/\/chrislezotte.net\/wordpress\/?p=586"},"modified":"2020-11-15T14:50:40","modified_gmt":"2020-11-15T14:50:40","slug":"car-advertising-and-the-woman-driver","status":"publish","type":"post","link":"http:\/\/chrislezotte.net\/wordpress\/women-car-advertising\/car-advertising-and-the-woman-driver\/","title":{"rendered":"Car Advertising and the Woman Driver"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2020\/08\/Figure3-copy.jpg\" alt=\"\" class=\"wp-image-587\" width=\"415\" height=\"583\" srcset=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2020\/08\/Figure3-copy.jpg 538w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2020\/08\/Figure3-copy-214x300.jpg 214w\" sizes=\"auto, (max-width: 415px) 100vw, 415px\" \/><figcaption>1983 Buick Regal Ad. <\/figcaption><\/figure><\/div>\n\n\n\n<p>In an <a href=\"https:\/\/jalopnik.com\/if-half-of-u-s-drivers-are-women-why-arent-auto-manuf-1828100055\">article<\/a> posted a couple of years ago, <em>Jalopnik<\/em> blogger Elizabeth Blackstock discussed the lack of automotive advertising directed toward women. Although, as she noted, women compose over half of licensed drivers, 62 percent of all new cars sold in the US are purchased by women, and 85 percent of car buying decisions are made by women, advertising most often portrays the universal driver as male. When women are featured in car commercials, it is most often in the most stereotypical of roles. As Blackstock writes, \u201cIn the off chance that women are driving\u2014she\u02bcs with her female friends staring at Ryan Reynolds, she\u02bcs picking the kids up from soccer practice, she\u02bcs by herself, or she\u02bcs marketing (dear God) car insurance. You\u02bcll be bombarded with those before you get one ad telling you to defy labels and pick the vehicle that truly suits you.\u201d<\/p>\n\n\n\n<p>The root of automakers\u2019 failure to advertise to women is, plainly stated, masculinity. Car manufacturers are uneasy when automobiles become associated with femininity and the female car buyer. As I argue in my article about the chick car, women\u2019s attraction to a particular automobile causes members of the male population to question the car\u2019s technology. As the article states, \u201cThe assumption that women lack technical expertise creates a reverse kind of logic in the minds of many male consumers. They believe that since women cannot appreciate the finer technical characteristics of a car, such as power, handling, and performance, the cars women purchase must be technologically deficient. Women\u2019s approval, in the minds of many men, leads to the devaluation of the car\u201d (525). Consequently, the majority of cars that are, in fact, marketed to women are those of little interest to men.<\/p>\n\n\n\n<p>This practice of selective car marketing is not a recent phenomenon. Over 35 years ago I worked in the creative department at a Detroit automotive advertising agency. My [female] partner and I were assigned the Buick Regal, which had been designated as the \u201cwoman\u2019s car.\u201d This classification was not due to its popularity among female consumers nor to any \u201cfemale friendly\u201d automotive features. Rather, it was because sales figures for the outdated Regal were dropping. Reconfiguring the Regal as the Buick offering especially appropriate for the woman driver was a dubious strategy to reinvigorate the brand. Traditionally, automakers have attempted to market unpopular cars to women when \u201cauthentic\u201d automobile aficionados &#8211;&nbsp;&nbsp;male drivers &#8211; would no longer buy them.&nbsp;<\/p>\n\n\n\n<p>Since the Regal held no apparent benefit for the woman driver, we decided to invent one.&nbsp;My partner and I put a clever spin on a tired female stereotype which suggests that attractiveness and brain power are mutually exclusive. Both the print ad and the television commercial feature a blonde, professional-looking woman posed next to a 1983 Regal. The print headline \u2013 \u201cGood Looking Outside, Good Thinking Inside\u201d \u2013 relies upon an often used and effective advertising strategy which calls upon a common positive attribute to link the product and the person who uses it. In this case, the line could be talking about the automobile or the woman standing beside it. The ad copy goes on to expand the misconception often applied to women \u2013 \u201cthat someone, or something, that\u2019s got a lot in the good looks department, may be lacking in the good thinking department\u201d \u2013 to include the smart and stylish Buick Regal. It mentions the beauty of the vehicle\u2019s exterior, while also remarking on the vehicle\u2019s powerful engine and intellectually designed interior, intimating that the woman who drives it is attractive, powerful, and intelligent as well.&nbsp;<\/p>\n\n\n\n<p>While I don\u2019t recall the exact words of the television commercial, a similar message was delivered by the same woman featured in the print ad. The technique called upon was what is known in the ad community as a \u201ctalking head\u201d &#8211; the actor delivers the entire commercial speaking directly to the camera. The 30-second commercial ends on a somewhat prophetic note, as the spokeswoman turns toward the imagined audience and remarks,&nbsp;&nbsp;\u201cWhoever\u2019s in charge at Buick;&nbsp;<em>she<\/em>&nbsp;must really be something\u201d. Who knew?<\/p>\n\n\n\n<p>Although this campaign for the Buick Regal was created primarily to address an automotive sales issue, it did, at least, noted an <a href=\"http:\/\/kubin.com\/blog\/the-evolution-of-car-ads\/\">automotive blogger<\/a>, construct the female consumer as \u201cclassy, smart, and hard-working\u201d (Kubin-Nicholson). The same could not be said for automotive advertising today. Women are stuck in minivans while the auto industry, ever fearful of offending the male customer, just keeps marketing cool cars to the guys.<\/p>\n\n\n\n<p>As Blackstock notes, advertisements have an effect on the people who see them. As she writes, \u201cIf we\u2019re bombarded with car commercials catered specifically to men [\u2026] we aren\u2019t going to&nbsp;<em>see<\/em>&nbsp;women as interested in cars, so women won\u2019t be as interested in cars, and, maybe more importantly, women aren\u2019t even going to feel&nbsp;capable&nbsp;of understanding what makes a good car.\u201d It\u2019s a cycle that keeps repeating itself. Blackstock asks, \u201cwhen do the girls get to take the wheel?\u201d I enthusiastically echo her sentiments.<\/p>\n\n\n\n<p>Blackstock, Elizabeth. \u201cIf Half the U.S. Drivers are Women, Why Aren\u2019t Auto Manufacturers Doing a Better Job of Marketing to Them?\u201d&nbsp;<em><a href=\"https:\/\/jalopnik.com\/if-half-of-u-s-drivers-are-women-why-arent-auto-manuf-1828100055\">jalopnik.com<\/a><\/em>&nbsp;&nbsp;8Aug 2018.<\/p>\n\n\n\n<p>Kubin-Nicholson (blog) \u201cThe Evolution of Car Ads.\u201d&nbsp;<em><a href=\"http:\/\/kubin.com\/blog\/the-evolution-of-car-ads\/\">Kubin.com<\/a><\/em>&nbsp;13 Apr 2013.<\/p>\n\n\n\n<p>Lezotte, Chris. \u201cThe Evolution of the Chick Car: Or Which Came First the Chick or the Car?\u201d&nbsp;<em>The Journal of Popular Culture<\/em>&nbsp;45.3 (2012): 516-531.<\/p>\n\n\n\n<p>Lezotte, Chris. \u201cMcCann &amp; Me: One Woman\u2019s Experience in Detroit Automotive Advertising.\u201d Manuscript in Press,&nbsp;<em>Automotive History Review.<\/em><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In an article posted a couple of years ago, Jalopnik blogger Elizabeth Blackstock discussed the lack of automotive advertising directed toward women. Although, as she noted, women compose over half of licensed drivers, 62 percent of all new cars sold in the US are purchased by women, and 85 percent of car buying decisions are&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[46,51],"tags":[17,13],"class_list":["post-586","post","type-post","status-publish","format-standard","hentry","category-auto-industry","category-women-car-advertising","tag-car-advertising","tag-woman-driver"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Car Advertising and the Woman Driver - Women &amp; Cars<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/chrislezotte.net\/wordpress\/women-car-advertising\/car-advertising-and-the-woman-driver\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Car Advertising and the Woman Driver - Women &amp; Cars\" \/>\n<meta property=\"og:description\" content=\"In an article posted a couple of years ago, Jalopnik blogger Elizabeth Blackstock discussed the lack of automotive advertising directed toward women. 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