In this TrueCar advertisement, women are portrayed as needing more assistance in the car-buying process than men. According to a poll taken on AutoBlog.com, many women have found this commercial sexist, largely due to the last statement, “I don’t need to bring a dude with me.”
I find that this commercial is not sexist at all and in no way belittling. Instead, I see it as a great example of how there are differences between men and women, in today’s society, that have to be accepted (at least, for now). Is it not generally the case that the current male car consumer population was raised by society to have a passion for cars? and women for dolls? Wouldn’t that consequently facilitate the car-buying process for men? TrueCar could be acknowledging this idea (as hinted by the commercial’s opening: “LET’S TALK TRUTH.”) and could very well want to even out the playing field. In fact, I find the commercial slightly empowering, also noting the last statement. Women can shop for cars on their own, and TrueCar has made it simple for them! I also want to point out that there are many things that can easily be viewed as sexist, but it’s a feminist’s job to recognize what is actually demeaning. This ad, in my opinion, is not.