Why are brands still objectifying women to sell e-bikes, air-conditioners and more?

The Attention Economy

Today, attention is currency, whether it converts into sales or contributes to any meaningful narrative. Social media platforms like Douyin, TikTok, and Instagram reward content that stops the scroll. The industry's assumption is that a woman's body does that – and much faster than a list of product features.

Beyond the Campaign – Into Everyday Life

Dr Michelle Ho, assistant professor of feminist and queer cultural studies at the National University of Singapore's Department of Communications and New Media, notes that the objectification of women in advertising is not limited to campaigns. It is a reflection of the broader societal attitudes towards women's bodies. 'The way we talk about women's bodies is a reflection of how we think about them,' she says. 'We need to do better in terms of how we represent women in advertising and in society as a whole.'

The Industry's Response

Advertising veterans Daniel Ko and Loo Yong Ping agree that there is no evidence to support the effectiveness of using sexually objectifying ads. Ko attributes the industry's fixation with performance metrics, in which clicks, views, and reactions get mistaken for effectiveness. 'They don't always convert (into product sales),' he says. Loo notes that healthy public discourse around a campaign can sometimes be considered a success, but ultimately, clients sign off on campaigns. He emphasizes that his team's internal culture provides a safeguard against using sex to sell, and that alternative concepts can still achieve marketing objectives.