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Top 7... Blatantly sexist game advertisements

3. Dead or Alive: Xtreme Beach Volleyball: Play with yourself

Interestingly, the tagline for this ad was originally “The Girls of DOA slip into something more… comfortable,” but the line was changed before it was released – we’ve picked this version of the ad simply because we think it’s funnier. (The original can be found here.) And while the ad is certainly objectifying to women, you do have to feel sorry for the guys shown here. With Dead or Alive: Xtreme Volleyball, you’ve got a big, neon sign calling out: “Hey! Hey you! Masturbate to our game!” But then, the ad whips right back around and shows these guys reacting to the sexiness on screen as if their mother just walked into the room:


Above: Yeah, you’re not fooling anyone with that pillow 

Wait – now you’re supposed to feel ashamed about being attracted to these scintillating creatures? What are we, in church? And then Tecmo, the game’s developer, acts all outraged when a hacker releases a nude patch. What gives?


Above: Bunch of teases… 

We understand that the ad is joking around, and that the guys playing DOA:XBV are still clearly having a good time despite their awkward pillow-boners, but that doesn’t change the fact that this ad makes you feel dirty for thinking exactly what you’re supposed to think. Furthermore, any ad that forces you to ogle women and then implies that “ogling women is naughty” is just reinforcing objectification as alluringly taboo. Really, you’d have to be blind not to notice it. (And if you are blind, we sure hope it isn’t because you’ve noticed it too much.)


2. Rumble Roses: Too fat for a thong

Take a good, hard look at this man.

This man… is a douchebag.

Our hope is that this is the closest he ever gets to women - or women’s panties - for the rest of his life. The sexism here should be pretty obvious (we hope!): the girls are portrayed as morons, the man easily tricks them into sexually compromising positions, and the announcer is totally into it. “Get hot girls to wrestle on command. Up in the ring, or down in the mud. It’s Rumble Roses… and it plays as good as it looks!” We just have to point out again that the man pictured above is what the marketing team at Konami thought represented their target demographic – this is the type of person they think you want to be.


Above: Ouch, Konami. Ouch 

You can’t entirely fault the makers of this Rumble Roses ad, if only because the game they were forced to advertise for was just as shallow and unforgivable. Rumble Roses was always designed to be a masturbation tool first, game second. So, in a way, an artistic, pretentious depiction of foxy boxing would have come across as even more offensive. Speaking of which…

Above: Those shoes are mine, bitch

Wait a minute… wasn’t Tekken supposed to be the “classy” fighter? No, wait, we’re thinking of Virtua Fighter – you know, the fighting game without the boxing kangaroo.


Above: By the way, only female kangaroos nurse their young in pouches, so in Tekken 5, you’re actually fighting as Roger Jr.’s mother. And she don’t take shit from no man! 


1. Juiced: Drive-by stripping

You may have seen this ad before, but you can’t argue with its place in this list:

           
Above: OK – the above video is definitely NSFW

Wow. Just… wow. Let’s check off the boxes, shall we?

First off, we have a couple of guys who are big enough tools to sit around on street corners playing video games installed in the dashboard of their car.


Above: See, if you had saved the money you spent on a PlayStation for the passenger’s seat, maybe you could afford to race your real car instead 

As a woman walks by, the guys discover that the adjustments they make to their car also affect the woman’s clothing and even her physique. As soon as the boys discover the effect their actions have on this girl, they set about gleefully tearing her clothes off with the help of their magical controller.


Above: We take it back. These guys are way bigger douchebags than Rumble Roses Guy

The ad ends with the woman left alone, at night, in the city, with nothing on but a thong and a Juiced logo branded on her ass. We have to hand it to the writers of this ad: by equating a woman with a car, they took the process of “objectifying” a woman to a whole new level.

But if you feel like there’s something more insidious in this ad than a couple of bare breasts, you’re right. The humor in this ad isn’t simply good-natured, off-color “Boy’s club” fun. Let’s be clear: this is a depiction of sexual assault. (Magic controller-assisted sexual assault, but sexual assault nonetheless.) And for what? To promote a racing game? For God’s sake, the cars in Juiced don’t even have visible drivers in their windshields.


Above: See? 

Somebody in a marketing department believed that this deeply messed-up ad for Juiced was what male gamers were clamoring for, and personally we find that a little insulting. PR mishaps are understandable, but if a PR team chooses to portray male gamers as budding digital rapists, then that’s taking things too far. As a representation of what marketing folks think of gaming culture, these ads show nothing but contempt for their target audience. Which – to us – doesn’t seem like very good salesmanship.

Nov 30, 2009


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64 comments

  • dropdeadjames - November 2, 2010 8:56 a.m.

    oh, c'mon. rape? that's taking it a little too far. calm down.
  • ranivus - February 8, 2010 11:54 a.m.

    Well i understand all of those as 'blatantly sexist' the last one is kind of way out there. Way out there as in those are all Japanese commercials whereas, all the other ones are western commercials. They have gameshows about fake and real breasts, prankshows in public bathrooms, and another show where contestants get smacked in the nuts by aluminum bats. Those tecmo commercials are pretty tame compared to many other things available in japan. It would have made more sense putting some of those swedish VG commercials in there instead.
  • NicksRage - January 18, 2010 8:48 p.m.

    Tecmo needs to take a cold shower. LOL!
  • Vader999 - January 18, 2010 12:18 p.m.

    Geez loweez! Those boobs are like eggs waiting to hatch! Has Temco gone batshit insane? Instead of Boobs how about showing off something worthwhile instead, like story? drama? action? No it has to be boobs.....no wonder ultra conservatives and women never get into understanding our hobbies........
  • lymanzaar - December 24, 2009 11:36 p.m.

    Joe, where do You find this stuff. Commericials are the most forgotten relic of society, next to knitting. Maybe it's due to the game industry being born in Japan, where Woman's Rights aren't as forfront as they are here in the states.
  • Juggernaut140 - December 22, 2009 7:41 a.m.

    Once again, Gamesradar over analyzes something to squeeze out another article that shouldn't exist.
  • StoveToTheFace - December 8, 2009 10:54 a.m.

    I dont think using sex to sell games is sexist...evey media form does it...moves, tv, internet sites (including yours)..just becuse sex sells dont make it sexist. Now saying somthing like "Women should stop playing games and just leave it to the guys" (now that would be sexist, and not right). but come on no one wants to see a fat or ugly women naked or a fat and ugly male naked, even clothing stores use sexy women and men to model their clothing for the very reason games use hot women as their lead characters and adds use them to sell their games. We are to uptight as a nation go to japan sex is EVEY place you look, the UK too... i say ease up looking at a naked women on a game dosent make you or the people that made the game sexist unless they are making women inferrior to men, statments in games and things characters say sometimes tend to be more sexist..o and the PS3 add really? thats just stupid in no way shape or form sould that be on the list...i can see a few that mabey could be on this list but most i dont deem sexist...this is just my take on the subject but i say dont call somthing sexist when the list you have made up is exactly waht you are saying is sexist...which is think both list and games arnt for the most part.
  • civver - December 7, 2009 11:48 p.m.

    What the hell, where did the ad in number 1 even air? Anyone with a the tiniest smidgen of self-respect would not let it air.
  • reaperman22 - December 7, 2009 6:18 a.m.

    "Touching is good" lol
  • Arukami - December 5, 2009 2:13 p.m.

    Nice Juiced...eheh!
  • Ravenbom - December 5, 2009 10:03 a.m.

    To be fair, they're not really different than half the ads during a football game. (The Juiced ad being the exception) Good article though, Joe.
  • salamander_scales - December 5, 2009 8:43 a.m.

    Try hiring a woman journalist if you want to have articles of this nature. I doubt Joe Newman knows what he is talking about.
  • warhammer3 - December 5, 2009 6:24 a.m.

    first of all, dont act like guys who buy these games arent pervs. second the producers of these games think there is a market for them. but obviously they do not sell, so they are wrong. like i always say way spend 60 dollars on a game like that when you can just get a porn for 20?
  • bloodyshadow - December 4, 2009 11:36 p.m.

    I bought DoAX for the fun of belting hot chicks in the face with volley balls and I kinda got into it for the collectathonish gameplay. Didn't really appeal to me as a sex thing, although I knew that's what they were going for. When DoAX2 came out, I bought it cause I sorta liked the first one... 0 out of 50 achievements. Also, I was excited when I found out there was a video game character named "Bloody Shadow..." Then I found out it was Rumble Roses.
  • silvereye - December 2, 2009 8:36 p.m.

    Aw crap, looks I have been WORSENING the situation than helping it. I am one of those lonely teenagers who wanks to virtual games, apolgies gamers but I think ive just worsened your problem than helped it because of my unattractivness. :( Perhaps GR should do a dating guide for the lonely male gamer? :P
  • AlexMercer1337 - December 2, 2009 9:50 a.m.

    The last video was disturbingly perverted. Thanks for permanently scarring my life.
  • dmaster225 - December 2, 2009 5:52 a.m.

    I was cracking up at number 4 where the boobs were shaking wild. The funniest part was the guy shaking the controller like crazy and then "your wrists will be stronger" hahaha thats a classic.
  • vigeoman - December 1, 2009 10:38 p.m.

    lol i waz the kid with the moustache in six grade no joke
  • awinnerisjew - December 1, 2009 4:43 p.m.

    Anybody else notice that that was Wilson from "House" in the Solar Fox ad?
  • MangaPunkSai - December 1, 2009 2:56 p.m.

    Great, Sony. I love how the implication with either ad is that women just don't play video games. Hi, I'm a 26 year old woman, I own a 360, Wii, PS2, DS, N64... and well a bunch of stuff. I've been playing video games since I was 7. My favorite game series at the moment is Assassin's Creed. I exist. I remember there being another Sony ad where a guy tries to trick his girlfriend by telling her his new PS3 is a "movie downloading machine." She thankfully recognizes what the device is, but then all she wants to do with it is watch the movie 50 First Dates. I'm kinda glad I still haven't picked up a PS3...

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