In this Mercedes Benz advertisement for a new car, the female gender and body is heavily objectified. The selling feature of the car is the accessories that come with it. At the beginning of the ad, the man says, “you can have the car and everything that goes along with it” and when he says “everything” he is referring to gorgeous women. The ad cuts to the new car owner pulling up to a red carpet event where he is immediately greeted by a highly sexualized and beautiful woman. The next scene shows the car owner being chased down by a fleet of women fawning over him and his car, and the following scene shows him driving his car with a backseat full of beautiful women. Throughout the entirety of the ad, women are objectified as desirable sex symbols. According to Beauvoir, “[the woman] appears essentially to the male as a sexual being. For him she is sex” (33). For him, she is an accessory; and in this ad, she comes with the car. I think the ad portrays women in an extremely sexual and submissive way, and it is very demeaning to the female gender.
de Beauvoir, Simone. “The Second Sex: Introduction.” Feminist Theory Reader: Local and Global Perspectives. Ed. Carole R. McCann and Seung-Kyung Kim. New York: Routledge, 2003. 32-40. Print.