About: Game Boy Bondage   Sponge Permalink

An Entity of Type : owl:Thing, within Data Space : 134.155.108.49:8890 associated with source dataset(s)

The advertisement incorporates sexual material so as to objectify the female subject. The man is barely in it, and he is shot from a first-person perspective to put the viewer in the role of the man in first ogling the woman and only later noticing the video game. This is an example of the male gaze being applied to advertising. Video games available to the Game Boy Pocket were unrelated to that kind of sexual imagery, so this is an example of unnecessarily using sexual content in advertisements. The woman being there for the man sexually while he chooses to ignore her reinforces cultural misogyny holding women as there for men's pleasure and not to be respected as active sexual participants.

AttributesValues
rdfs:label
  • Game Boy Bondage
rdfs:comment
  • The advertisement incorporates sexual material so as to objectify the female subject. The man is barely in it, and he is shot from a first-person perspective to put the viewer in the role of the man in first ogling the woman and only later noticing the video game. This is an example of the male gaze being applied to advertising. Video games available to the Game Boy Pocket were unrelated to that kind of sexual imagery, so this is an example of unnecessarily using sexual content in advertisements. The woman being there for the man sexually while he chooses to ignore her reinforces cultural misogyny holding women as there for men's pleasure and not to be respected as active sexual participants.
dcterms:subject
abstract
  • The advertisement incorporates sexual material so as to objectify the female subject. The man is barely in it, and he is shot from a first-person perspective to put the viewer in the role of the man in first ogling the woman and only later noticing the video game. This is an example of the male gaze being applied to advertising. Video games available to the Game Boy Pocket were unrelated to that kind of sexual imagery, so this is an example of unnecessarily using sexual content in advertisements. The woman being there for the man sexually while he chooses to ignore her reinforces cultural misogyny holding women as there for men's pleasure and not to be respected as active sexual participants. It further acts to brand the target demographic of the Nintendo video game devices as male. The name Game Boy was the first big step in establishing this identity, but prior to the mid-1990s, their advertisements featured both male and female children enjoying gameplay together. This advertisement was one of the first to incorporate sexual imagery, which had the effect of shifting the branding away from being for boys and girls together and instead being for boys and men. As the advertisement shows the man actively playing a game, while the woman is there for sex and is confused, the branding asserts that only men are interested in video games while women don't understand their interest. This branding shift contributed to the hostile misogynistic environment of modern gaming, which produced the Gamergate coordinated harassment campaign.
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