Mocking The Honda Fit “SHE’S”

[seabeyond]

One reaction to the new Honda Fit She’s illustrates a form of resistance through the production of media content. The She’s is a 1950s throwback being marketed to women in Japan. In addition to coming in several shades of pink and the inclusion of a heart in the logo, it has pink stitching inside, windows that cut ultraviolet rays (to prevent wrinkles) and a special air conditioning system designed to improve skin quality (to erase wrinkles).

A website, called IdeasForHonda, has emerged in response. It mocks Honda’s stereotyping of women with satire, offering its own ideas for what women want. Here are some of the entries:












This is just part of a wider internet response to the She’s and this type of reaction has prompted companies to make changes. Recently, for example, Gap pulled a t-shirt with the phrase Manifest Destiny and we’ve posted about successful resistance to the Obama sock monkey, the Pretzel Crisps “You Can Never Be too Thin” ad campaign, Nivea’s “Re-Civilize Yourself” ads, and the Abercrombie push-up bikini for kids. Here’s to democratization.


http://thesocietypages.org/socimages/2012/11/15/mocking-the-honda-fit-shes/

[wildflower]

1. The funny thing is, I happen to like pink

But why can't they just call it Honda Pink? That way men or women who like pink can buy it. But this way, I won't want to buy it because of the gender stereotyping, even though I like pink, and men who like pink may not want to buy it either because it's called "She."

[NV Whino]

2. I'll take my FIT in white, thank you.

I thought about red, but my dirt road changed my mind. On the other hand, that dirty pink just might work.

[seabeyond]

3. i kinda like that color and like how you describe it dirty pink. BUT... i like more green shades

or blue grey in my cars.

[seabeyond]

4. btw, these would be the women that speak out not letting themselves be the victim of sexism, with

humor.