Wicked Camper’s slogans offend a lot of people, but they’re making money so why should they care?
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I don’t think it would matter if you were a father or a mother, a single parent or a step-parent, a gay parent or a straight parent. I think you’d wish right then that you were having any conversation but the one you’re about to have.
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Imagine picking up your 11 year-old-daughter from an outing with her grandfather and being told that on the drive over she saw a van that said all little girls are sluts who want to try it just once.
I don’t think it would matter if you were a father or a mother, a single parent or a step-parent, a gay parent or a straight parent. I think you’d wish right then that you were having any conversation but the one you’re about to have.
Maybe I’m wrong. I’m not a parent. Maybe there are some of you who would shrug and say, “That’s nice dear.” I kinda hope, if that’s you, that you aren’t in the majority.
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If you’re thinking it’s unfortunate that some people are rude enough to expose the world to nonsense like that, but hey, freedom of speech includes painting your own property so whatcha gonna do, here’s the twist – the message this young girl read was painted on the rear end of a rental van, and it was part of the rental company’s branding. The message actually read:
“In every princess there is a little slut who wants to try it just once.”
If you think you’d be okay with your 11 year-old daughter or son reading that while driving down the highway (or anywhere else) let me share with you just ONE reason why I wouldn’t – it sends an undeniable message that every girl who wants to try “it” is a slut.
So boys, you now know that if you’re doing “it” with a girl who wants it, you’re having sex with a slut. And girls, if you should ever think you’d like to try “it” you know what that means.
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So boys, you now know that if you’re doing “it” with a girl who wants it, you’re having sex with a slut. And girls, if you should ever think you’d like to try “it” you know what that means. And parents, your daughter is now wondering if she is a slut and just doesn’t know it yet, and your son will never look at “little princesses” quite the same way again.
In this case the 11 year-old’s mother has taken to social media and her blog to protest against the advertising that got her daughter’s attention. She tried to file a complaint with the Advertising standards Board, but learned that a complaint could only be filed if you witnessed the incident first hand. So her daughter insisted on filing the complaint. She wrote:
“I am a little girl and I am not a slut.”
Good thing she doesn’t believe everything she reads. Or maybe she doesn’t identify as a princess either.
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Having read Paula’s blog (which I strongly urge you to do if you’re interested enough to have read this far, because her story articulates the finer points of this issue clearly and eloquently) I did a little reading on Wicked Campers, the rental company whose tagline reads, “We believe in the experience!”
They have separate sites for the continents where they operate, so I perused the image galleries for the Australia, North America, and UK locations. Lots of pictures of camper vans. Amazing artwork, edgy with a nod to pop culture and it’s icons, but no objectionable rear ends in sight. Some of the galleries featured customer photos, which included some tasteful nudity, some barnyard cuties, (not in the some photo) and lots of happy campers – literally.
If the Facebook Pages maintained by the brand were made into movies they’d be rated R. Among the photos of their campers I found slogans that were, to my mind, demeaning to men and women both. Would you head out on your next road trip in a van that proclaims to the world:
“Women fake orgasms because they think men care.”
“Nice legs. What time do they open?”
“My mouth is missing you and wishes you were in it right now.”
I don’t know if you can request your slogan when you reserve your vehicle, but if so, I wonder which vans get the most requests.
The company representative that Paula quotes on her blog states that their target market is males between 18 and 30 years of age. So now we know what they believe that demographic finds attractive. Clearly, the experience they provide their customers is suitably “wicked,” but what about the experience their advertising forces on other drivers?
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“You’re overreacting. Relax, it’s just a joke.”
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The representative (who, according to Paula, became more sensitive to her concerns as the conversation progressed) also insisted, “Wicked Campers aren’t out to make women inferior.”
Which leads to the question I want to pose to you; “Does it matter what a brand’s intentions are, or should Wicked Campers change their tune just because people are offended?”
I can believe they didn’t set out to imply that women are inferior. As creative as this company’s model may be, they didn’t create the cultural icons they portray on their vans, nor did the slogans originate with them. They’re the same tired old jokes that have been setting women off for decades. And the company’s response to one irate female isn’t creative either. It’s pretty much the same response that has always been offered when someone (it isn’t always a woman) is offended or concerned about the message being sent; “You’re overreacting. Relax, it’s just a joke.”
But these jokes aren’t being told in private company, or at the neighborhood bar. They aren’t part of a movie or TV show, or even a Facebook page that you, as a parent, can censor. They’re cruising down the highway in front of your car and you can’t turn them off, tune them out, or change the channel. And neither can your kids.
Granted, if the slogan is on a t-shirt worn by the guy in front of you in the checkout line you can’t keep your kids from reading it. If their best friend’s older sibling tells them the joke during an overnight you can’t keep them from hearing it. But you can discuss it as just one person’s point of view. Company advertising implies (I think) a level of credibility that isn’t there in a t-shirt or a off-color joke. Even when we’re young we know that companies only advertise what they believe we want, so if a company uses that slogan in their advertising, doesn’t it suggest that it’s acceptable, even attractive, to a large segment of the population?
Where is the company’s responsibility? Are they only accountable for what they intended to do? Or should we hold them liable for the impact their choices have?
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In this case, Wicked Campers doesn’t seem to care. When Paula and her daughter checked previous complaints and rulings recorded by the Advertising Standards Boards they found several complaints already outstanding. Ultimately, Paula has started a petition at Change.org to get Wicked Camper to “eliminate all misogynistic and degrading slogans and imagery” from their advertising.
We vote with our spending choices, clearly, this advertising IS attractive to their target market.
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As much as I would personally love to see Paula’s petition serve its purpose, I’d love even more to believe that it wouldn’t be necessary. As Wicked Camper’s representative pointed out to Paula in the conversation she reported on her blog, “If you have a problem with Wicked Campers DON’T HIRE ONE.”
We vote with our spending choices, clearly, this advertising IS attractive to their target market. There ARE people who like driving down the road in a van that proclaims, “Good girls get fat, bad girls get eaten.”
Far more than what that says about a company like Wicked Campers, I have to ask, what does that say about us?
Photo: www.facebook.com/wickedcampers
@ Dixie I think a large part of the problem is that on an individual (and group) level people try to erase their own culpability. We hear that when we talk about mass shootings. It’s a problem with masculinity. It’s a problem with the men. When we talk about eating disorders, it’s the male gaze. Again it’s the problem of and with men. When most commentators look at Wicked Campers, they see and frame the problem as men demeaning women. Some look at it as validating their position. Others react it’s not just us rejoinder, but they’re still looking at… Read more »
My question to all of you – do you really think that anything that belittles women does NOT belittle men? Do you really think that it’s about who has it worse, or which gender demeans the other the most? Because I don’t. I think it’s about fostering a culture where ALL people have value and gender, race, sexuality, etc… are important as part of the individual’s identity but irrelevant as a stereotype. That’s what it’s about to me, the rest of you make your own choices. I’ve had a great IM convo with a FB friend who is the father… Read more »
Dixie, I think that we have mastered the art of belittling one gender to give a false sense of power to the other. But people still respond to that false sense of power on both sides. Even if it’s still not a healthy depictions of a healthy relationship. Which is why young men are Wicked Camper’s target, not young women. There are very real reasons why young men will respond to those comments. They will feel somewhat empowered by them because they present them in the light of the one being in control. Even if it’s a false sense of… Read more »
Trixie: Far more than what that says about a company like Wicked Campers, I have to ask, what does that say about us?
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It says that we’re really terrible people who should be really ashamed at ourselves.
Brought to you by The Good Men Project – “The Conversation No One Else Is Having” (except for every other male shaming feminist blog and right wing-nut religious finger-wagging rant on the Internets).
Wow. This is shocking. I’m sorry Paula’s little girl had to read that. But I’m happy Paula is fighting against it and teaching her daughter an important lesson. Unfortunately, there will be a lot more little girls who will read it and not learn the same lesson Paula’s daughter is. It is rather disturbing though that it’s justified that these phrases okay just because the target market is men. Kind of akin to the “boys will be boys”, “it’s okay because that’s just how guys are” tropes we hear so much. Basically, disrespecting women is okay because it’s for male’s… Read more »
Erin, it would’t just be the men of GMP. It would be every writer in our community. But this isn’t about turning the tables. It’s about ending the abuse. Of any group, by any group. I truly think, and hoped to have made the point, that the slogans chosen by Wicked Campers as just as damaging to a boy’s expectations of himself and of love and sex as they are to a girl’s expectations. Not because they’re against women, but because they paint a picture of the love/sex relationship that demeans everyone involved.
Dixie, clearly I’ve given you the wrong impression to believe I think this issue is only regulated to the men of GMP. I don’t think my direct address toward the men of GMP insinuates that the conversation should end here. I think the conversation starts here. I’ve seen more social awareness and sensitivity of men’s issues on this website among men themselves then I’ve seen in other corners of the internet. I also am taking stock of how I see the men respond to this piece. John believes this is just something men need to grow out of. That even… Read more »
” BOYS ARE STUPID THROW ROCKS AT THEM ” !!!
I wonder how many little boys have seen this more common T shirt and bumper stickers slogan everywhere ?? , it seems to be more acceptable if the shoe is on the other foot since boys and men in general need to man up and get over it .
@ Not buying it I’ve read some of the things she’s written. I’m willing to give Dixie the benefit of the doubt. I think her piece was intended as a general question with a specific example. That’s why she asks what it says about us not about men. I do think that there is something that could potentially be significantly worse that rarely gets discussed outside the “manosphere”. It’s the official use of language which erases men like The Violence Against Women Act. Parts of the act apply to men as well. It would not be a stretch to assume… Read more »
@John Gottman Anderson
‘I’ve read some of the things she’s written. I’m willing to give Dixie the benefit of the doubt.’ , ?? and you are ?? what does your opinion has to do with my comment !!! , unless you whiteknighting , let the lady speak for herself Sir, my comment was directed at the article as it written by her, she is a full adult who can speak for herself.
@ not buying it I don’t “white knight”, but I do feel part of the community and will defend members of the community when I feel that they are unfairly characterized. If you read the article, you’d know that Dixie covered your comment. “Granted, if the slogan is on a t-shirt worn by the guy in front of you in the checkout line you can’t keep your kids from reading it. If their best friend’s older sibling tells them the joke during an overnight you can’t keep them from hearing it. But you can discuss it as just one person’s… Read more »
@Not buying it: I have never seen that on a T-shirt or bumper sticker. Do you have a link to one? (If they are very common it should be easy for you to find one.) I’m an elementary teacher, and I believe that anything meant to demean any child’s self worth, regardless of gender, has no place an any persons T-shirt. I also believe any adult that would wear something like that out in public is definitely twisted, probably has problems emotionally, and probably shouldn’t be around children. At best it’s unkind and uncivil and designed to cause humor by… Read more »
http://en.wikipedia.org/wiki/Boys_are_stupid,_throw_rocks_at_them!_controversy
@ Tricia @ Not buying it: I have never seen that on a T-shirt or bumper sticker. Do you have a link to one? (If they are very common it should be easy for you to find one.) !!! you are a teacher and I guess you never heard of it !!!, okay fair enough , have you tried Googling it , you will see the original controversy and that it is still with us and wide spread, some famous feminists and female celebrities wore it early on when it came out !!, or maybe its just a none issue… Read more »
@Tricia Not buying it: I have never seen that on a T-shirt or bumper sticker. Do you have a link to one? (If they are very common it should be easy for you to find one.) !!! have you tried googling it , or should I give it on a platter??, it was actually was worn by some self declared famous feminist’s and celebrities at certain times, on the other hand it might be a good toughening up for boys , it will help them endure the verbal and visual attacks on constant basis in the general media, I will… Read more »
“The company representative that Paula quotes on her blog states that their target market is males between 18 and 30 years of age ” “Far more than what that says about a company like Wicked Campers, I have to ask, what does that say about us?” Hopefully it means we grow out of it. I think a part of it is that boys / young men are just as scared and insecure about sex as girls, but boys aren’t allowed to be. It smacks me of the bravado that men / boys will often show prior to a fight where… Read more »
18- to 30-year-olds are adults. They shouldn’t still have to “grow out if it”, male or female. They should know better. It’s disturbing how mindlessly and aggressively uncivil we have become as a society in the past couple of generations. I don’t care if someone identifies as being in the MRA movement or is a card carrying feminist (personally not a fan of either movement) or is anywhere in between in the gender political sphere. People, of any gender, should know better and shouldn’t be so unkind and demeaning to fellow human beings. If a person doesn’t know that by… Read more »
@ Tricia
Being legally responsible for your actions is not the same thing as ceasing to develop as a person.
Thank you Dixie! Wow, I’m floored. I love the article. I just wanted to clarify one thing – the person who spoke of the demographic etc was a just a 20 year old male who was defending the business through the comments he made on my Facebook page. He was not a representative of Wicked Campers. I haven’t spoken or written to anyone from that business. I’m sorry if the way I wrote it makes that unclear. I’ll have a look. Otherwise, I truly thank you for your support and encouraging thoughts. PS I agree with you about the petitions;… Read more »