Image Line Software, the creators of software such as FL Studio / Fruityloops, has been running this ad to promote its latest release, Deckadance. Deckadance is a new DJ mixing application.
We’re not sure, but this may rank as even more offensive than the ads that amp makers put in guitar magazines. If I were female, it might make me think twice about checking out Deckadance.
On the other hand, I’m not female, and the ad got my attention.
What do you think? Is the ad sexist and offensive, or is it about time that companies made electronic music software sexy?
Let me know what you think in the comments…
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Tags: babes, Deckadance, Image Line Software, sexist, sexy, Strange
31 Responses to “Is This The Most Offensive Gear Ad Ever?”
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Nothing wrong with that - just a nice shot of some attractive ladies that are dancing on the deck.
The writer of this blog is a retard. Why would you think this was offensive at all
I could spin on that
OK - I’m retarded, but what do you think about the ad?
OMG! How shocking!!!
I think you’re an antiquated twat living in a bygone century.
OK you geeks - look at it from a woman’s perspective for a moment.
Would you want to buy this software if they had ads with some guy in a damn thong sticking his ass in your face?
Native Instruments doesn’t need ass-shots to sell Traktor, does it?
Gear is mainly for guys. Guys like babes. Babes make a pretty good living on the deal. No one gets hurt. Sex sells. I have no problem with the ad.
Let’s be honest: guys want to become famous musicians so they can get a chance to date models. It’s all about women at the end. We want money, fame, power, etc. only to give it all to women.
On the specs - Decadance seems pretty cool, so I really don’t understand why they should stick asses in our face, simply show us the features! It’s like musicians that have nothing to say about their music, because it sucks, talk about all the drugs and sex they had.
dj klachick
Do you think that maybe they are trying to appeal to all the DJs that want more drugs and sex in their lives?
As the infamous electronics maker X10 proved, sexy ads sell. There’s more males in the industry than females, that’s a proven fact. So unless the females in the industry unite and complain against this, you can expect more from them since they’ll most likely see a sales increase from all the horny males. Nothing new with this type of marketing as long as the company isn’t concerned of tarnishing or getting a reputation from it.
I clipped the image from your site and used it as my desktop wallpaper. Maybe I’ll photo-shop out the Deckadance logo.
I son’t think drugs and sex are the case here, simple bad taste of the marketing people
Maybe you should come out of the closet instead, no offence
DJ KKK
And maybe you should kiss my axe, no “offence”.
Ok… I’m a girl and I was not offended at all by this. Girls who are offended by it are, in my opinion, a bit ridiculous. Advertisements are for selling things.
If you are selling something and directing that item towards males, you will more than likely include scantily clad females SOMEWHERE.
I mean, really. We all know that it’s almost certainly mainly men buying this product. And we all know they’re all thinking about how hot those two women are.
And that they are given another reason to buy the item advertised simply because they are GUYS and like to stare at girls. End of story.
It’s a fact of life, nothing to be offended over.
!~Kalilamae, 14 year old female
Of course it’s offensive, but the exploitation of women’s bodies in advertising is common. What pisses me off even more is that they’ve completely given up on trying to make it even remotely related to the product.
It is true that sex sells, but to throw two half naked women onto an ad rather than show off their product makes me skeptical about the quality of what they’re selling.
This advertisement isn’t sexist. Too often in today’s society do people automatically assume that when sex appeal is advertised that it is automatically sexist.
If the women were, lets say, on leashes being controlled by men, or if there was text stating that women should be scantly clad, it would be sexist. Basically, for something to be sexist, there must be a comparison between male and female, and one gender must be put in a position of lesser-worth. This picture ad shows no comparison.
This may however be found offensive. Some people innocently browsing the internet or reading a magazine might stumble across this ad and be disgusted by the amount of flesh that is shown. But then again, there are a lot of ads that show us things we don’t want to see, believe, or think about.
If this ad is offensive, it is offensive on terms of one’s personal definition of offensiveness which is something a company can only consider so much without actually hunting down every potential viewer and asking them what they find offensive.
Besides, if people enjoy it, then it is enjoyable. If not, then the ad will fail as an advertisement.
In todays conflcted society of celebrity decadence and, liberal guilt and religious fundamentalism there is a hair trigger response to everything. If you find this ad offensive, then we should ban the work of Degas, Goya, and most of the pre Raphelites.
When did a beautiful woman’s body become obscene?
Dave
Nice thought - but I don’t remember the pre-Raphaelites doing booty shots.
If they had, I’m sure I would have done better in art class.
trinisa has a point…..what is deckdance or whatever….they should put the product in there somewhere
otherwise….this would be offensive if it pops up in the presentation at work, or on your computer in front of your girlfriend/boyfriend
it depends on the person…the real problem is maintaining a balance between discretion and free expression. just because you have a hot body and can show it off doesn’t mean you need to flash your heavenly region to drooling guys or vise versa. keep in mind, you don’t get free sex with this program (do you??? please tell me!!!!!!) so you should be a bit more careful with how you factor it in to your ad. though I’m 16 year old male….the pic threw me off a bit……dang!!!! did you really have to put it in my face????
okay seriously…what century do we live in? you would have to be blind to say this ad is not offensive. it portrays these women as sex objects and not people. it also reinforces many stereotypes that our society has about women. wow…all I can say is grow up, stop living in the dark ages, and learn to value women for more than their looks.
Right on, Will! I’m with you: I’m pretty much appalled at most of the responses on here. Using this picture to sell anything other than bathing suits or some high price / low class resort is just puerile and lame. It’s pathetic that companies will use something like this, and lamer still that the average guy thinks it’s “cool” that they did. Makes me sad. It’s freaking DJ software, people! Time to evolve, primates. Give women some respect.
Thank you, Will and Jake, for the wake-up call to the previous posters. I couldn’t agree more with your statements more. What I find equally sad is the 14 year old girl who replied to this ad as if it were just a fact of life. The complete sexualization of everything from PETA ads to dj equipment makes a bold statement about our society…. and feel free to resort to name calling and throwing out “old fashioned” and “antiquated: about people who find this image — and the general flippancy about sex and body images — offensive and sad, but quite frankly, just because something has been accepted as “common” does not make it “normal.” I would much rather be considered “old fashioned” simply because others have swallowed whole the lies that the media and others shove in our faces about such things than to accept it as perfectly fine and not do anything to change it.
When your first foray into the world of DJ software fails miserably, ou need some ass to sell the product. Seriously this is the most unfinished piece of crap software I have ever tried to use. Not for pro-djs stay away from decadance!
lol this advert is basically porn, and although i dont find it offensive in any way (i like porn) i think it’s pretty pathetic that a dj software company resorts to this to try and sell it’s software. I mean, it’s totally unrelated to the product, so therefore there’s nothing stopping every company doing the same and then we’d be surrounded by random porn all the time, then we’d all get pissed off a sexually frustrated haha.
But seriously yeah, if i was a dad i wouldnt want my young kids looking at this, it’s porn.
Dude ok, grow up. Seriously, yea it is a little on the risque side but no more than today’s television advertisements. You want to see offensive advertisements, go to Europe or go look at some porn and then complain about that. Seriously yea this ad is a little naughty and all that but hey its the human body, we all have one. It only becomes objectification when you look at it from that stand point. One can also look at and admire the graphical and visual unity that the ad creates or one can say hey thats a nice a$$ and be a total objectifying pervert. The only thing about objectifying the female body is that not every one looks at it that way my friend. The Ad plays off of the fact that yea women are attractive but to classify them as objects is for the viewer to decide not the artist.
Personally, I don’t think this is near as offensive as that Jordan Rudess ad for Roland that’s been running on KvR for what seems like the last 15 years.
That said, I don’t know ’bout any “graphical and visual unity.” Reading too much in to this is the primrose path to madness. It’s a simple matter of a marketing mook saying “well, at least people will _look_ at the ad if we put some hot chicks in it, and it’s not like the 8 women in the music industry will mind, since they’re used to it.”
Chris - all true, but I have to agree with Andrea above, too:
Native Instruments doesn’t need ass-shots to sell Traktor, does it?
ummm hello. you boys are a bunch of pervz!!! the photo would have been digitally enhanced to the max anyway, so pretty much these females dont exist when you think about it. (your smacking off to a cartoon really) This add is very offensive 2 any female with a brain. Theres no way that i would bye this product now because that would be supporting this advertisement and that would be disrespecting myself.