In one of the Audi commercial ads from China, the wedding attendants cross to inspect the bride and check whether they reach the required level. The older woman grabs the nose and ears of the bride, and her lips and lower lips are fixed in her teeth and tongue. The bride gets approved – along with an additional warning to cover up her body.
It is a declaration by Ogilvy & Mager Beijing Ogilvy & Mather Beijing about the used Audi cars that have been withdrawn and officially approved for resale. “An important decision must be made carefully,” said the logo.
But the ad gets the pressure on social media to compare women’s goods – specifically, to used cars that need to check every corner. This announcement was surprising as Audi campaigned on gender stereotypes in markets from Spain to the United States.
Elsewhere, to be fair, he’s the guy who gets a comparison with a used car. This ad starts with a man on the beach telling his girlfriend that he loves her. You shut him down, put him on a speedboat, speed through the forest and take him to a room where he is subjected to a lie detector test to see if “I love you” is real.
It is unclear whether the used car display is linked to Audi’s main business or uses its own agencies. Audi sales fell 12% in the first half of the year in China during a dispute with dealers.
On Chinese social media, there is a regular flare of anger or praise for advertising campaigns and portrayals of women, including when it comes to marriage. Women are under considerable pressure to marry in China, where after a certain age they are considered “surviving women”. Procter & Gamble Skin Care has successfully campaigned on this issue and encouraged women to find their own way and resist societal and familial pressures.
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