Finally made the big time. Roxy Pro ad - SEXIST

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alakaboo
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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by alakaboo » Wed Jul 10, 2013 9:54 pm

Yeah, except I'm not going to watch the contest and I'm even less likely to buy Roxy gear.

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MrMik
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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by MrMik » Wed Jul 10, 2013 9:58 pm

Nick Carroll wrote:jesus Fcuken christ, what is it about A, B and C you're all still battling to grasp?

The Roxy trailer thing wasn't just some random bit of clothing company advertising.

It was a PROMOTION for a women's world championship surfing event. You know, where the best women surfers in the world do their best to win a world championship....
...
...
I think it was a promotion for all those consumer products labelled "Rocksee" aka "Queeksilver". They don't really give a toss about a pro sporting event, just like their competitors; I think they just care about how much it adds to their bottom line. And I don't think they have quite gotten to triple bottom line thinking, yet...

Personally, I try to get rid of all those logos as soon as practically possible.
I get the local wet suit maker to make me custom wetsuits without logos. Then, I still have to paint the zipper strap, and I do, to get rid of the logos on that.

I used to ask "my" shaper to put no logos on the custom boards that I order, but I only once succeeded in a partial manner, i.e I got a board with no logo on top of the board and only a small one on the bottom. That will be a rare collectors item one day! :D He is stubborn, so I gave up trying to get boards without logos, but started to just paint the brand new boards before the first surf (psst, don't tell him!). I know they are great boards, probably the best (for me), but I don't need anyone else to know who shaped the boards. Those surfers that are knowledgeable about the topic will recognise the boards from a distance, anyway. And I'm happy to brag on about them to anyone who really wants to know. But I'm not going to be a walking billboard for anyone.

When I wear a helmet, then the logo is removed or painted over.

I'll really have to get around to remove the logo from my sunnies, etc etc...

What I'm trying to say is that as long as "surfers" keep carrying on as if they were marketing billboards, they will be supporting the advertising mentality that comes with big business.

For the 99%: Stop carrying on as if you were a sponsored pro - if you paid for your gear, but it still has "their" name on it in big letters, then you are a walking, talking and surfing free advertisement, but not a sponsored elite athlete. :(

Stop kidding yourself and make them pay if they want to use your body and your time to advertise their products, or remain their .....oh well, any ways, that includes men and women.

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by Cpt.Caveman » Thu Jul 11, 2013 1:44 pm

The part of it I think is a shame is that women's surfing is in such a small but growing phase that they need as much women friendly publicity as possible to entice young women to start surfing instead of or as well as going to the gym, playing touch football, etc.

The last thing they need is an ad that makes them feel like they need to be skimpy and soft porn to go surfing. Thats the sad thing, it damages the growth of womens surfing among women who have ideals, and purely just to market to young men for short term something arather.
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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by buzzy » Thu Jul 11, 2013 3:57 pm

I have to confess when I heard all the brouhaha I expected to see soft porn when I watched the trailer. I didn't. It wasn't.

What's happening here? Roxy sponsors this event to sell clothing to young women. It is a fashion company, selling fashion to girls and women. In that context the ad...and get real it's an ad for clothes...doesn't seem to be much different to ads you'd see selling clothes to young women from any other fashion brand.

And that's not all. it was part 1 of a 2 part teaser campaign. The second part almost exclusively emphasised athletic performance. I don't really see a problem with associating "glamour" with sporting prowess. That's the appeal of say a Maria Sharapova and why she is tennis' most marketable female star, not the Williams sisters.

I have no idea about what marketing appeals to young women. But I'm pretty sure that the professionally displeased middle aged femi-burghers don't constitute that demographic. And I'm pretty sure that male sporting fans don't either. What us guys think and what academic feminists think is pretty irrelevant to how Roxy markets its clothes.

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by aaronn » Thu Jul 11, 2013 4:23 pm

professionally displeased middle aged femi-burghers
________________________________
I HAVE U ALL BLOCKED

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by ctd » Thu Jul 11, 2013 4:55 pm

buzzy wrote:And that's not all. it was part 1 of a 2 part teaser campaign. The second part almost exclusively emphasised athletic performance. I don't really see a problem with associating "glamour" with sporting prowess. That's the appeal of say a Maria Sharapova and why she is tennis' most marketable female star, not the Williams sisters.
But if you look at marketing of men's sports, they take the best sportmen and then do a campaign around the unique aspects of that particular individual. So for tennis, if you think of mens tennis players you will probably think Nadal, Djokovic, Federer and Murray. Who happen to be the top 4 in the world (I think) but arguably not the most glamourous or best looking. And having picked the best players, the campaign is around their individual characteristics - for example, Nadal is a bit sexy, Federer is all class, Djokovic is athletic and so forth. I agree that if you happen to be a combination of very good and good looking, you get a double prize (eg Ronaldo or Beckham), but you can just be very good athletically and still do well (I mean, would Glen McGrath or Mark Taylor turn heads other than due to their sporting ability?)

But if you look at women's sports, they take the best looking individuals who happen to be reasonably good, then market around their looks plus throw in a bit of their sporting ability if you are lucky. So for women's tennis players, you think Sharapova and even still Kournikova. Perhaps Serena Williams but only because she is heads above the others in ability; no one thinks Azarenka or Radwanska.

I understand an argument that women, esp teenagers, would like to be glamourous and also sporty and you should show that women can be both; but I doubt its really that much of an issue nowdays because its pretty obvious that is the case.

Really its that women are marketed first on their looks and then on their sporting ability - but these are women who have spent their entire life developing their sporting ability (and, really, should be marketed first and foremost on that). Its one thing to be publicised as a great athlete who does some glamour work (Beckham with his undies); its entirely another to only be marketed on the basis of your looks and, oh by the way, also a good athlete if anyone cares.

Does it work - maybe. But not as well as it worked 5 years ago.

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by buzzy » Thu Jul 11, 2013 9:23 pm

There's no sexist conspiracy in marketing of male sports stats differing to marketing of female sports stars. Unless there's a sudden surge of men buyi g roxy branded bikinis (or Nike tennis dresses) then it's logical to assume roxy and Nike market their products aimed at women in a way their research shows appeals to women. It's not a great big sexist conspiracy. Did Roxy successfully hit the mark here? I have no idea. But unless Roxy and their advertising agency and marketing consultants etc are absolutely hopeless at their jobs I think it's safe to assume their ambition isn't tigillation of men.

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by Scroty » Thu Jul 11, 2013 11:44 pm

fongss wrote: .....
But hell has no furry....
Tee Hee

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by Grooter » Fri Jul 12, 2013 8:42 am

fongss wrote: .....
But hell has no furry....
It does for Coops and others that prefer the hairless genitalia look

it'll be mouthfuls of pubes for his kind when the bell tolls!
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Meanwhile planes drop from the sky, people disappear and bullets fly. Little grey men are coming our way, "Tastes just like chicken", they say :o

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by daryl » Fri Jul 12, 2013 8:51 am

Grooter wrote:
fongss wrote: .....
But hell has no furry....
It does for Coops and others that prefer the hairless genitalia look

it'll be mouthfuls of pubes for his kind when the bell tolls!
or as one of my dated, hence self-censored psychology textbooks put it approximately as:
the child was aroused by its mothers public hair
:-o

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by The Mighty Sunbird » Fri Jul 12, 2013 1:04 pm

Anything that increases the number of beautiful women in the lineup is surely a good thing.
Erase.

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by Cuttlefish » Fri Jul 12, 2013 4:12 pm

Only if they swap with the men that are out there.
Too many people surfing full stop.
Only a rat can win the rat race.

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by spork » Fri Jul 12, 2013 4:39 pm

One of my daughters was a Roxy rep until last Christmas and I can tell you this: they know their market. She could tell you with surety what would sell where and which part of the country was buying what. The Ad is all about selling the brand to the now generation of surf chicks who are internet savvy and ready to wear whatever the best are wearing. Steph is showing that female sport is not just about performance, as male sport is, but also about femininity.
When it gets to this level of self important stupidity I lose interest.
Roy Stewart

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MrMik
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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by MrMik » Fri Jul 12, 2013 6:55 pm

Cuttlefish wrote:Only if they swap with the men that are out there.
Too many people surfing full stop.
If you can work out a fair system that gains widespread acceptance (or even just enough acceptance to get it through..) for how to swap the ugliest blokes for the most beautiful women in the surf, I'll kiss your feet and give you free surfboard repairs for life. :D :D

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by MrMik » Fri Jul 12, 2013 7:06 pm

MrMik wrote:
Cuttlefish wrote:Only if they swap with the men that are out there.
Too many people surfing full stop.
If you can work out a fair system that gains widespread acceptance (or even just enough acceptance to get it through..) for how to swap the ugliest blokes for the most beautiful women in the surf, I'll kiss your feet and give you free surfboard repairs for life. :D :D
But only if you also manage to exclude me from that rotten deal... :( I really did not think that through thoroughly enough.... #*! #*!

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by No Pants Lance » Fri Jul 12, 2013 7:23 pm

It's emerging here that the real issue is the dark art of marketing more so than exploitation through sexualising.
Women sexualise themselves quite well as it is.

The 'selling' of any brand is just sheer fcukery.
Cool shit don't need 'selling'.
All this 'market targeting' is purely and solely pitched to the lowest common denominator/demographic .

Surfing had a 'look' back when, and it was worn by those who did it. Like jeans off the arse, black prisoners wore them that way I understand out of necessity. Not so much now, but the recent past trend for this showed how that kind of usurpation manifests.
Not much remains true anymore.
Like a lot of shit these days, nothing is really exclusive or maverick.
Unless you don't notice it, or aren't looking for it. Individuality and the freedom to express it is still most often marginalised - particularly if it doesn't fit within the delineated parameters of market research.

Pulled this off the shelf tonight.

Capitalism is an art form, an Apollonian fabrication to rival nature. It is hypocritical for feminists and intellectuals to enjoy the pleasures and conveniences of capitalism while sneering at it.... Everyone born into capitalism has incurred a debt to it. Give Caesar his due.
.....…..............................

Woman is the dominant sex. Men have to do all sorts of stuff to prove they are worthy of a woman's attention
.
CAMILLE PAGLIA, Sexual Personae

Kinda what fong's been saying all along.

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by Beanpole » Sun Jul 14, 2013 8:23 am

One of capitalisms inherent problems is that it tends to turn things into commodities that would be better left uncommodified.

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Re: Finally made the big time. Roxy Pro ad - SEXIST

Post by buzzy » Mon Jul 15, 2013 9:33 am

Maybe karma caught up with Roxy. No waves for the entire event. I actually don't think the ad is necessarily sexist - but the douche from Quik sure didn't help the company with his comments about former "lesbo" world champs and the "rigged out" current ones. Hyperbole doesn't even cover it. I doubt it's even particularly accurate.

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