Amazon recently begin broadcasting a TV ad for the Kindle. The ad features a pretty woman who has adventures as a pilot, a bicycle rider, a trapper or hunter in buckskins, a showgirl and a magician. The song ("Fly Me Away") and ad, both performed by Annie Little, sounds charming and looks charming initially. Once I looked at it more closely, I grew to dislike it a great deal.
The woman experiences all her grand adventures while lying flat on a floor. Unseen hands dress, pose, and undress her, then dress her again. The ad consists of video with jump cuts that show the intermediate stages of these costume changes. In a couple frames her clothes are shown half off her body, while her knees are folded off to one side and her arms are spread bare against a pale blue background.
I understand the point. The ad is supposed to mean that Kindle books carry readers away on amazing adventures. However, I don't care for the image of a woman posing like a cutout doll, like a paraplegic. I do not like the symbolism of the passive woman controlled by someone else.
No, thank you, Amazon. Won't be buying a Kindle anytime soon.
I do not understand the Kempton perspective on this... I love the commercials.
Posted by: Dennis Toeppen | May 4, 2010 at 10:27 PM
Hi Dennis,
How the heck are you? Seems like, oh, 10+ years since we last spoke.
Nancy
Posted by: RW | May 4, 2010 at 11:48 PM