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Women: No Longer Auto Accessories

3/4/2018

35 Comments

 
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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

People love auto shows: the stylish bodies, the sleek lines, the alluring curves.  While those descriptions fit the latest concept cars, they also work for the scantily dressed women seen standing next to them.  Almost as long as there have been automobiles, companies have used attractive young women to help sell their vehicles.  Some organizations, however, have taken a bold step to separate sex appeal from automotive appeal.

A variety of media, from calendars to TV commercials, couple women wearing suggestive attire with cars.  The rationale for these pairings is that sex sells; i.e., certain companies believe that they can gain interest in their autos’ bodies by leveraging the natural allure of the human body. 
 
Over the years, auto shows have been notorious for their use of highly-sexualized female models: Poised next to a manufacturer’s hot new car are one or more attractive young women, often sporting stilettos and wearing tight-fitting dresses with low necklines and high hemlines.
 
However, use of women as commercial eye-candy isn’t unique to automobiles.  A variety of other industries like video gaming and consumer electronics employ ladies at tradeshows in the same sultry capacity.  In fact, there’s even a belittling name for the women: “booth babes.”  TMS Agency, a modeling firm with locations in virtually every state, specializes in such talent, describing the women’s function as follows:

“A booth babe is a female model hired to staff a booth at a trade show. The term implies a girl who is focusing more on her physical attributes to entice customers rather than her intellect to represent a company. Booth babe is also slang for a booth girl.  Booth babes serve two purposes: 1. Attract attention to your exhibit due to their looks; 2. Assist with activities and demonstrate products”
 
It’s not hard to find women serving this primeval purpose at some of the world’s largest and most renown auto exhibitions like the Paris Motor Show and the North American International Auto Show.  However, visitors to another major auto exhibition will no longer be exposed to the practice.
 
In its 88th year, the Geneva International Motor Show has hosted more than its fair share of booth babes.  Just last year, for instance, Lexus, Fiat, and Alfa Romeo used attractive young women, outfitted in evocative attire, to help draw attention to their respective automotive entries.  It appears, however, that this March in Geneva will be different.
 
Fortune reports that many of the exhibitors at this year’s show will not be bringing both babes.  Some companies, like Lexus, won’t have any people accompany their cars.  Other manufacturers, such as Fiat Chrysler, will use both men and women, outfitted in more conservative attire.
 
What’s caused the sudden change of heart for so many automobile manufacturers?  Some cite the recent rise in cases of sexual harassment and a desire not to get caught on the wrong side of the #MeToo movement.  Switzerland-based Nissan spokeswoman Sara Jenkins frames her firm’s decision in a straightforward, positive light: “It makes more sense to use product specialists because we’re selling cars.”
 
Anyone in marketing should appreciate Jenkins’ rationale—If your company is selling a product, particularly a complex and expensive one like a car, you want people who can talk intelligently about the vehicle’s features and benefits.  That’s one of the top requirements for effective personal selling.
 
But, why not have both?  Certainly, there are individuals who are very attractive and very smart.  Why don’t automobile manufacturers hire them to wear skimpy clothes and work their tradeshows?  One reason is that smart, hard-working people aren’t as easily enticed, and they know they have options other than putting their bodies on display.
 
Hopefully these car companies also realize what they’ve been doing to the women they’ve had on exhibit for so many years.  The manufacturers have relegated these young women to human hood ornaments—items to ogle and awe at, like the masses of metal they’re posed to adorn.  Just as the car companies have minimized the models’ attire, they’ve stripped away each woman’s personhood.
 
Unfortunately, that sexual objectification doesn’t only impact the models who participate in the tradeshows.  It affects all people indirectly.  The more we see women, or men, treated as objects, the more likely we are to think that such representations are normative, i.e., to believe that they’re okay.
 
Ironically, while reading the aforementioned Fortune article, an ad appeared on the side of my screen titled “Dream Big, Princess.”  The link connects to Disney’s website where a 90- second video highlights many of the company’s animated heroines, interspersed with clips of young women today engaged in adventurous activities.  The promotional piece encourages girls to become things like teachers, politicians, preachers, astronauts, and leaders.  Of course, there’s no charge to grow up to be a booth babe.
 
Automobile manufacturers might not be banishing booth babes because of social conscience, but at least they're banishing them.  Our world’s women and men will be better off as a result.  The car companies also should be more successful in the long run, especially when targeting market segments that are increasingly and rightly appalled by the primitive practice.  Showing people genuine respect will always be a foundation for “Mindful Marketing.” 


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35 Comments
Jeremy Jow
3/10/2018 12:33:41 am

I love that this article takes into consideration the aspect of working towards a much more progressive society which focuses on sustainability. It's interesting that with a shift towards so much more transparency, that we see the need for companies to begin their shift towards marketing in a higher level which doesn't only appeal to the basic senses of customers. For us to progress to a higher level in society, we must elevate how we treat each other. With companies making the move towards this, especially companies with as much traction and pull as Lexus, we can only hope that others fall in line.

Note: I believe you have a typo in your final paragraph. Their instead of They're.

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David Hagenbuch link
3/10/2018 07:34:40 am

Thank you, Jeremy, for your thoughtful feedback. You're right--"we must elevate how we treat each other." Thank you also for catching that typo!

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Caroline Wyatt
3/10/2018 02:26:10 pm

I really appreciate how many of the car manufacturers are no longer going to be using scantily-clad women to draw attention to the cars. While the companies' motives -which is trying to avoid sexual harassment claims- might not be the most beneficial for this decision, at least they are realizing that the cars are what they're selling, not the women. I think that with the movement of the #metoo movement, American society is finally recognizing objectification for what it is, and as a result, becoming tired of marketing campaigns using women to sell the products.

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Hannah Mosley
3/10/2018 02:44:02 pm

I really enjoyed reading this blog post. I think it is great that companies are moving away from objectifying women in order to produce sales. When you really think about it, scantily dresses-women have nothing to do with cars. Company's marketing efforts should be directed towards the quality of their cars, not the people standing next to them. There are many changes that are being made throughout society to treat women with more respect, which is great! I think automobile companies could use far more advance marketing techniques then women in revealing dresses!

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Allison Torres
3/10/2018 06:45:31 pm

It is fascinating that companies are starting to undue the harm that has been done to women for years. I appreciate how companies are now going to use women for their intellect, as well as men. Not only have women been objectified, but men have too and it is great to see that all people will finally be given respect that is deserved. It really should be people with the "brains" that should be the forefront of the company or the product. It is truly comforting to know companies are aware of movements like #MeToo and are using those movements to change their actions.

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Michael Ramirez
3/10/2018 07:41:52 pm

This is so awesome to see social improvement in the automobile industry. Although it might not be for social reasons, this is a big step forward to decrease the objectification of women and the truth of the phrase "sex sells."

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Cameron Peck
3/10/2018 08:26:29 pm

I really enjoyed this article. I am a person that supports a meritocratic society and by using women in the selling of cars there a sense of bias on the products. By not selling the good or service and instead selling the ‘attractiveness’ factor they are ignoring the actual product they are attempting to sell. In these car shows it shouldn’t matter how many attractive women are around a ugly or noncompetitive car. The women shouldn’t be ‘speaking’ for the car but the car should be speaking for itself. The moral aspect of the women can be disregarded in this case as the ethical issue of marketing something other than the car is immoral itself. This attempt of marketing is interacting with the men, and in some case women’s primal instincts and not the parts of the brain that need to be engaged to make a purchase of something like a car. I hope that the car companies can get into a place where they are only comparing the cars not the people that stand near them.

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Tori Roeske
3/11/2018 03:04:50 am

I greatly appreciated that this article highlighted and connected many different layers of the issue discussed. I have been bothered before by the way that women are often objectified by the auto industry, but I never realized that it is really a marketing issue. Now I understand why using women would appeal to some buyers, but I I agree with the article that it is a wise decision for auto companies to support a shift away from essentially objectifying women, not only because it is the moral thing to do, but also because it could cause this objectification could cause many legal issues with the recent events happening in the news, including the MeToo movement, as discussed in the article. I appreciate that this article shines lot on the importance of respecting the personhood of every individual, and viewing them first and foremost as a person rather than just a marketing tool.

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Andrew Strom
3/11/2018 05:44:03 pm

It is really interesting how societal shifts effect how marketers try to sell their products. This is certainly a step in the right direction, and hopefully other companies with "booth babe" type marketing will adjust like these car companies have. I think it's interesting that for such an expensive purchase, these companies were relying on primitive marketing practices. It is certainly mindful to offer expertise and respect to customers.

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Suwei Yang
3/11/2018 10:53:25 pm

After reading this article, I am amazed to see that some automobile companies are avoiding using female models in exhibitions to attract more buyers. Instead, they are focusing on promoting the products. It is also interesting that the society nowadays is revaluing females, and their buying power is increased. Females should not be treated as objects to attract men. They are as important as male consumers in the automobile industry and other markets.

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Jeremiah Chandler
3/11/2018 11:39:06 pm

What I find extremely unfortunate is the response of conservitive attire and less promiscuous ads is simply and act to "not get caught on the wronge side of the 'me too' movement." Instead, comapnies and enterprises should implement these techniques to usher in a new wave of mindful marketing. I find that new start up companies rarely if at all include risque ads. However, businesses established with the last cenury more commonly appeal to sexually-driven cusomers. I will prove beneficial for older businesses to recognize and respond to respond to a generation bosting with social activists.

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Joseph Chen
3/12/2018 12:08:09 am

As an automotive enthusiast, it is interesting to see the progression of women's roles throughout the years of motorsports, shows, and other related venues regards to all things cars. In recent times, with the change of the so called "booth babes" to be dismissed from shows, most see it as a positive role. However, what many commenters that are not familiar with the automotive industry do not realize the impacts of this, only viewing simply that it is a good thing based on one or two variables. For some of these models, it is an opportunity to be able to provide income on the side apart from their regular job, and requires not as much work compared to some. With the consideration of Formula 1 also taking on the same roles, most do not hear the voices of the actual workers of these venues, stating their loss in a job position of their own choice that actually does pay rather well. Perhaps it is better to try and also take things from the perspective of those actually in the shoes of being models. Having gone to numerous events internationally with such models present, it has not only become a culture, but an aspect that helps the marketing for the said product, even with the perspective from the models. Although some women now have also taken the role as not just models but representatives for the company, of which I can personally attest to having spoken to in person, and believe this is a good step in change.

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Sabrina Winslow
3/12/2018 03:43:51 pm

What astounds me by this blog is that I have seen this type of marketing (sex sells) hundreds of times on TV, ads, car shows, etc. This strategy is something that has become a norm. Before reading this blog, I didn't think anything of it. If theres a scandalous girl on my TV eating a hamburger my mind is somewhere else and I don't think anything of it. I am glad that someone finally pointed out the sexism going on in the marketplace and making a stand.

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Chris Palmer
3/12/2018 04:32:28 pm

It's amazing to think that someone can relate a human body to an automotive body. They are two completely different things, yet marketers think that it will be an effective way to increase their sales. This form of marketing is completely unethical and it is nice to see some automotive companies move away from the strategy described in the article.

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Naomi Loftsgard
3/12/2018 05:16:49 pm

It surprises me to hear how big of an industry show modeling is that there exists a whole modeling agency devoted to these models. I am glad to hear, however, that there is beginning to be a shift in the car industry from advertising looks to advertising brains. I think it will be interesting to see how effective this shift will be and how it will impact society.

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Olivia Sapp
3/12/2018 05:25:16 pm

I think it is fascinating that although our society has made some advances in gender equality, and we have made steps in the direction of respecting men and women as humans and not just objects, there are still cases such as "booth babes". I do find it hopeful however that some car companies are recognizing this issue and are working to replace the "booth babe" image with people who are knowledgeable about the cars and who wear more appropriate clothing. It is encouraging to hear steps are being made for respect to flourish. It is my hope that people will learn to treat everyone with respect.

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Jessica Sylviana
3/12/2018 06:40:16 pm

I found this article really interesting. There is no doubt that many companies use women to advertise and promote their products. Even though using women as part of the marketing plan is something that we perceive every day, this article implies a different thing. Many automobiles companies are trying to eliminate women as auto accessories.

The zealots believe that it shows that the company is against sexual objectification and practicing a mindful marketing. Since many companies like Disney are increasing their awareness on social issues. This makes business need to re-consider their behaviors towards the community. I believe that the in the long term, a lot of competitors will rise, and customers will re-consider their purchase decision because of the women’s personhood issues. Thank you for reminding businesspeople to be aware of this problem!



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Karen Lieng
3/12/2018 06:49:28 pm

I find it so great that automobile manufacturers are now being mindful in their marketing. Before, there were mulitple industries have used women and exploited them to get customers to buy their products. Some examples of commercials that have used half-naked women and sex are Carl’s Jr’s burger advertisements and Gucci’s “Gucci Guilty” commercials. I agree that current movements did make an impact to the reason why many companies are changing their mindset to focus on the product, instead of all the flashy stuff. I hope this change from automobile manufacturers will influence other companies/industries to change their marketing style to be more mindful as well.

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Sam Mgrdichian
3/12/2018 06:54:26 pm

This is a movement that I was not aware of personally. However, I am so glad that car manufacturing companies are taking this initiative to remove "booth babes" from their marketing strategies. This is great as they can now see that it is still possible to sell cars without sexualizing women. I hope that other industries can see this as well and start to make that change. I think that you did a great job depicting the situation. Thank you for bringing this topic up, and sharing some light on the subject!

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Ryan Petersen
3/12/2018 08:55:03 pm

As an automotive photographer, I have extensive experience with this topic. Not only do companies use women at their booths to attract new customers, women have been excessively used in street photography to attract new followers to photographer's social media accounts. I do not participate in this activity but I have seen many photographers use this method of marketing their content with great success. Better yet, in interviews, most women are 100% comfortable posing with cars in suggestive outfits because there is a mutual benefit for the photographer and model in regards to increased followers. This is one of those instances where it may be legal but what will it profit anyone. If it takes women dressing provocatively to sell your product, then you aren't being creative enough and are segmenting one market (younger males) while offending many other market segments (mothers, elderly, certain religious groups, etc.). Regardless, it is a very interesting topic and you articulated the problem and solution in a very intriguing way.

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Abbie
3/12/2018 09:28:59 pm

I really appreciated the perspective that was taken on this article. It does not make sense to have women display cars who do not know anything about them, but instead are just there to draw in the male consumer with their looks. There are certainly very attractive men and women who are quite knowledgable on cars who would be a much more appropriate fit for this job. I think it is important to shed light on the objectification that is happening when things like this take place and I appreciate and respect the time that was taken to analyze what seems like such a norm.

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Christopher Han
3/12/2018 10:15:18 pm

I really loved reading this article. I thought it was well thought out and written. Although I understand the concept of using pretty women to attract customers in order for them to advertise the product, I think that it is really illogical to do so. I honestly feel like it is awkward to see two girls modeling a car that they do not know anything about just so people will take a look, not at the cars, but the girls.

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Zichen Wang
3/12/2018 10:59:58 pm

The fact that some of the car companies within the automotive industry are banishing "booth babes" from auto shows, marks the huge step that we are taking collectively as a society. With the unfortunate events of sexual harassment as well as the #MeToo movement, women are demanding to be treated respectfully. It is great to see that car industry takes initiative to sell cars without over-sexualize women.

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Kameron Hobbs
3/12/2018 11:21:11 pm

I am very impressed by the steps different automobile companies are taking due to the rise in these societal issues. It is commonplace to see companies do whatever they wish just because they have the steady flow of income. This shift from focusing more on the outward appearance of people to valuing one's personhood is one that I am very glad to see, especially since it will indeed open up new possibilities for the car manufacturers as well. I do believe that this shift will be more beneficial as car representatives will have more to say and offer about the different specializations they make to a car in the long run. I would definitely much rather prefer someone who is well educated about an expensive product that I am about to buy tell me things that are enticing and beneficially more worth to my purchase than someone who is there just to catch my attention.

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Priscila
3/12/2018 11:46:03 pm

I really have come to realize what this article tends to show us. Woman should not be objectified to get a sale on a car. The steps that large companies such as Lexus and Fiat are taking are important to the society issues we have. The idea of booth babes is desensitizing to all knowledgable extorts that do know about the product. I appreciate the authors stance and agree that even though automobile manufacturers are not banishing booth babes because of social conscience, at least they're banishing them. And I can agree that car companies are better of going this route in the long run.

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Parker Buck
3/13/2018 12:11:29 am

This article was very interesting to read. I liked the quote from Sara Jenkins “It makes more sense to use product specialists because we’re selling cars". I found this humorous, because I always question why companies use sex appeal even when it's completely irrelevant to their product e.g. Carls Jr. It'll be interesting to see if this trend carries over into other automobile industries such as Nascar, MotoGP, and Formula 1.

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Liam Thompson
3/13/2018 12:18:08 am

Women no longer being objectified as “booth babes” is a great, and I believe that it is a amazing example of mindful marketing. If these car companies are creating a quality product, the product itself should be able to sell itself not sex appeal. Furthermore, I believe that it is great that society is acknowledging that women are able to do more than just model a car. It is extremely interesting to see the shift in culture that is happening, and I believe that it is for the better.

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Melissa
3/13/2018 01:23:28 am

This article gives great hope for the future of automobile companies and their marketing strategies. These companies are become more aware of their flawed advertising and are moving towards a more honest method of actually presenting their product for what it is, and not using "booth babes" to attract men to the object they are representing. The way the article started, giving a description which match both the body of the car and of a woman was interesting because it shows how manipulative advertising can be.

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Mason Van Aken
3/13/2018 01:29:54 am

I am so encouraged to hear that automobile marketers are moving away from the hyper sexualization of women in order to sell their product. I feel as though it does justice to the industry as well as those who work in the industry to have specialists involved in the marketing of cars, rather than simply drawing peoples' eyes to an attractive woman. I am glad that some industries are taking a more wholesome and respectful approach to marketing. I hope that this shift in society begins to bring back some dignity to men and women have been exploited so others can advance in their careers.

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Paula Giraldo
3/13/2018 06:11:11 pm

I thought the article was very interesting as well as informative. As a woman, I certainly think it is great that car manufacturers are not using models as much as they used to do in order to market their products. However, I believe that there is still so much we can do in order to create awareness. Like the article says, the American Society is recognizing this problem. Therefore, these companies should take this into consideration and market other type of products alongside cars.

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Megan McNees
11/2/2018 06:39:27 pm

It is encouraging that companies are noticing the negative light they are putting on women when they use booth babes, or the something of the like, and working to change. Even if it is due to social pressures, these companies are realizing they need to be aware of how consumers are viewing these choices, and ultimately respecting everyone.

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Michelle Kim
3/19/2019 01:01:36 am

This blog had caught my attention because of the common stigma that deals with women being objectified in the marketing business. In this case, women have been used to attract men into buying the products that they are promoting; therefore, I do not support and believe that this an unethical marketing strategy. However, It is impressive to see many automobile companies getting rid of "booth babes," and aiming towards more advertisements that actually promote the product rather than women. I hope that other businesses begin to reevaluate their own marketing techniques so that they can better advertise their products in a way that is honest and respectable.

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Luxury car rental Orlando link
11/26/2020 11:03:39 am

Very informative blog. I always prefer for aa quality read. Thanks for sharing...

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Monster Trucks link
1/28/2021 10:23:18 am

Buying and selling vehicles that have not previously been damaged can be challenging enough. Add in an accident history and all bets are off. It has been my experience that because there is very little trust when people are buying used vehicles as soon a person hears there has been a previous accident, most people shut down like a robot being powered down. It is already complicated enough, let alone trying to figure out what happened.

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online shopping link
2/14/2021 06:09:43 am

Cars has become status symbols. But in the category of dating, it has deteriorated. Cars' prices has skyrocketed. People have become more practical. They rather want to have a lover who they can converse comfortably while walking rather than be stuck with a guy in traffic.

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