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Sony Advertises PS Vita Using Power Of Sexism

Sony Advertises PS Vita Using Power Of Sexism

Ah, sexism. That's a shame.

So apparently if you buy a PS Vita in France, you get some free boobs or something.

I don’t know, I don’t really get advertising. Evidently.

Here’s a hint to those confused: this is sexist. Why? Because, while it is intended to be taken with humour, it has literally boiled a woman – a person – down to the level of an object. Something you desire to own and fiddle with as you see fit. Something that can be picked up and discarded at a whim. Something you can play Uncharted on.

Wait, no. Not that last one.

It says “Two sides to touch, two times the sensation,” or something like that. I was never very good at French.

It is, in a word and channeling my former workplace of hecklerspray: badvertising. If there is uproar about this ad, it is justified.

[via the bastion of good journalism that is Kotaku]

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  • JAM

    And they’re wondering why this thing isn’t selling well!

  • DBZ

    Tbh i dont think many people will read to much into this advertisement. I dont think its sexist at all. Jheez, if it’s not football and this everlasting equality debate its gaming and sexism. I just wish you journolist would stop reading into things and blowing them out of proportion. BUt then again thats your job.

  • Ian Dransfield

    Okay, note to readers: literally reducing a woman to the level of an object: NOT SEXIST.

    Consider yourself told by the guru of all knowledge, DBZ.

  • Joey

    Sexism is a two way street and a rather stale and aged agenda at this point. It’s just most men don’t care when they’re commonly portrayed as dumb on television or the minority of males who are portrayed as sex icons in media. It’s all good fun and it sells. Would a topless Ryan Gosling on a billboard sell perfume better than a topless Steve Buscemi?
    Personally, I see boobs. And four boobs are better than two. Maybe the 3DS will have six boobs in its next French ad and I’ll be more inclined to buy their product.

  • Ian Dransfield

    I’m not spending my second-to-last day on Play arguing about sexism. Safe to say, I’m right, you’re wrong.

    Thanks for reading!

  • Joey

    You’re leaving Play!? That’s news to me! I’ve read countless articles of yours over the years, good luck with wherever you’re going!

  • Ian Dransfield

    Haha, cheers.

    I’m sure I’ll still be knocking around in the mag, ranting about sexism probably.

  • Joey

    What better topic for a gaming magazine? I’ll be on the lookout for it.