This type of advertising makes me angry. I really hate is when advertisers use women as sex objects to sell unrelated products. If they were selling body paint sure, but they are selling men's cycling products WTF. And I think that goes both ways for me. The firemen are selling a sexy calender, that is the point of it and people buying it are buying it for this reason.
I know Specialized have advertising aimed at females which are all about cycling being a sense of freedom, independence and women being just as capable and they manage to do this with out being offensive to men or putting them down. It is already a male dominated sport and this sort of arrogant chauvinist advertising only discourages women from joining the sport. It is already hard enough with guys thinking they can make suggestive comments, and wolf whistle as they drive past as if you are there for in Lycra on your bike for their viewing pleasure. End Rant
What we are seeing in the LP advertisement is an expression of a 19th century attitude that idealises maleness by keeping women separate, peripheral and passive by exclusion. The concept of equality, even in sport, is an emasculating fear among those men not yet evolved.
Happily not all men are like this :-)
I too don't like this type of advertising. Yes, it does belittle/dehumanise women, and that is terrible. But it also belittles men. Men are given the message that their brains should reside in close contact with their bike saddle, or the car seat, ot whatever is advertised. (Remember those car ads with the blonde draped all over the bonnet?) There is rarely anything substantive in the adverts regarding the fitness-for-function of the product. Instead, the ads rely on a distorted image of "reality" to sell the product.
"An ounce of image is worth a pound of performance." (Peter's Placebo)
Hadn't thought about it from a mens perspective. Thankyou