After my FWord featured article, Pity in Pink, hit the internet at the beginning of the year, you would have been forgiven for believing that the purveyors of PINK LAPTOPS might have rethought their strategy of tarring all of femininity with the same pinkish brush. You'd have been wrong, however, as this new PC World ad featuring the Dell Inspiron demonstrates.
I can't find a way to embed the video as it's on this slightly creepy Dell based blog (seriously, who cares?) but please follow this link to explore yourself, or if you're not sure, let me give you a run down. The advert begins with a slightly incredulous female voice, who tells us 'My world is fashion', what she means isn't exactly clear - is she a designer? Or a seamstress? Or just really into clothes like, you know, a woman. Either way, it is really quite important to her that everything she owns is colour coded. But how can this be achieved with something like a laptop, which you only generally have one of unlike clothes and shoes and dresses which come in lots of different colours and which you change frequently? Scream! Should she, for example, buy the pink Dell Inspiron to go with her pink shoes? Or the blue one to go with her blue jacket? Shit! Which one? Best go with the pink really. And why? Because MY WORLD IS PINK. And fashion. Her world is pink and fashion. Where does she live? Really, stop keeping us in suspense, what does this woman do??
They don't need to tell us what she does, or why her world is made of Pink and Fashion, because she is Everywoman, a competant and non-individualised figure with whom it is easy to identify. We can identify with her because she likes pink, and shoes, and laptops that are the same colour as our shoes, like us.
AnimalCollectiveMy Girls. -
2 weeks ago