At this year’s CES, several attendees expressed their frustration with the continued presence of scantily-clad “booth babes” hired by companies to promote their wares. (And, many more chimed in via Twitter and blog posts to express their disgust.) It was mostly smaller companies. “You know, the ones that peddle crap like jeweled iPhone cases and weight loss devices”, according to Steven Kovach of Business Insider, who was clearly unimpressed.
Major brands like Nikon and Sharp were not above it either. ViewTronicx even had girls in garters and stockings, and not much else… Obvious, much?
The BBC’s Matt Danzico investigated whether this practice is an effective marketing strategy or a reflection on gender relations in the tech world in his “revealing” video: Booth Babes CES 2012 Controversy.
CES 2012 booth babes telling the press that women prefer raising kids and shopping to being involved with technology. Men openly harassing women on the show floor as their friends chuckle. CES CEO, Gary Shapiro, shrugging his shoulders and brushing the issue aside as “irrelevant”. Female attendees being put upon to fight the stereotypes and be taken seriously in the workplace as if this were 1962 instead of 2012.
Frankly, the whole thing is embarrassing and I was there to witness it, first-hand.
I am a female tech writer. I’ve worked in some form of the male-dominated tech industry and appearance-driven advertising world for all of my professional life. I am as accustomed to seeing “booth babes” running around conferences and trade shows as I am to seeing models– styled, primped, and Photoshopped– on the covers of Vogue, Vanity Fair, and Marie Claire at the grocery store.
To me, there is no difference in either of these two things. After all, sex sells (everything from cars to magazines to gym equipment). It appeals to our most basic human nature and marketers are not above exploiting it. The question is: Are we still buying it?
To be perfectly clear, in no way do the “booth babes” at CES challenge my ability to talk tech with the “boys”. They did not prevent me nor any of my colleagues from dressing, behaving, and speaking intelligently. They are not even that noticeable after days of being on the noisy, frenetic show floors of CES, especially in a setting such as Las Vegas where we like to play a hotel lobby game called “Hooker or Hoochie”.
I was neither mistreated nor harassed while at CES. The only time a group of men did a double take and looked me up and down, was when they were eyeing the new Sony S Tablet that I was carrying home following an event. I’m still having mixed emotions about that incident.
I am however deeply frustrated when a booth babe at a tech trade show, well attended by women, run around saying things like:
There are women that are into [technology]. I don’t just know any women that would choose the tech world over shopping or cooking or taking care of kids.
When you encourage an ignorant female stereotype, it’s no surprise that you create an environment of ignorant stereotypical behavior. So of course, you will have grown men aggressively propositioning women while their knuckleheaded friends behave like frat boys.
Male attendee to booth babe: “Be sure to to give me your number so we can discuss this later on tonight.”
(She rolles her eyes.) “There’s a lot you’ll have to tell me.”
(She turns away.) “Okay?”
Booth babe: “No!”
My favorite quote in the video comes from Molly McHugh, a tech writer for Digital Trends:
I’m not so sure if it’s degrading as much as it’s just uncomfortable or confusing as it’s sending a message of what my sex is here to do.
I cannot agree with her more.
Related posts:
Grace Duffy
15 Responses to The “Booth Babe” Controversy of CES 2012
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Ugh. Booth babes. There were a few smaller companies whose products I was excited to learn more about. I arrived with enthusiasm at their booths only to be greeted with scantily clad models who knew nothing about the product. I simply walked away from each and every one. It’s one thing to have models demoing products in the first place, but it’s another entirely to dress them like cliche fantasies (French maids, anyone?). What that says to me is 1) You don’t care about reaching out to female consumers, 2) You don’t think your product has enough appeal of its own, 3) You’re a sexist idiot. None of those suggest that I want to support your company/brand.
To your point Christy, I became so accustom to disregarding the “booth babes” at CES that I almost missed the PR point person for a company because she happens to be a “pretty” girl. Is that awful?
She was not scantily clad or… oh my goodness, wearing a french maid costume (gag), but she was attractive and dressed the way many of the models were. She can’t help the way she looks. It’s so unfortunate that in that particular setting she was just another “babe” rather than a knowledgeable and impactful member of the company.
Grace recently posted..Real Simple Designates January 9-13 “Be Nice on the Internet” Week
Appalling. Utterly and completely appalling. Gary Shapiro should be ashamed for shrugging his shoulders over this, and those companies involved, for hiring essentially hookers, don’t deserve a second glance. The tech should speak for itself based upon coolness factor, not because you have an airhead scantily dressed fellating you with the product.
Lisa @ Crazy Adventures in Parenting recently posted..Lookie! A Purple Knitting Loom Hat
Like you said, sex sells, it drew people to those booths. The comments though really tick me off.
Robyn Wright of RobynsOnlineWorld.com recently posted..Raspberry Cosmopolitan
I come across ads for these on Craigslist all the time. Disgusting.
Living the Balanced Life recently posted..9 posts for the overwhelmed and overworked
I like techy stuff, but I also fit the sterotype as a woman who chose to stay home and raise kids. Even so, I have to say I thought we were over this. I thought this “only” happend at car, video game and anime conventions. I’m really surprised. I’ve never been to a techy convention, so my first question would have to be – does it really work? Yes I can imagine the women catch interested eyes, but if someone is approaching a booth for the woman, how likely is it they will actually go for the product? Is America still so naive to fall for the old ‘bait and switch’ routine? I’m also really curious about how well these women can sell the products if they’re models. I imagine they get some type of training from the company or they may not be able to answer questions of those actually interested in the product. From watching the video my reaction is that it gives the whole thing a sleazy feel. While I would completely trust my husband in that setting, I feel it’s all so unnecessary.
A great article, and video, thanks for sharing.
Cheryl@SomewhatCrunchy recently posted..My First Weekly Wrap Up In Forever
You hit the nail on the head. Generally speaking, the models hired are not there to speak about the technology. They’re eye candy, window dressing, and a way to draw the (male) eye to the booths. It’s stupid and many men see beyond it. Sadly, it sets a tone of what women are there to do.
Grace recently posted..Real Simple Designates January 9-13 “Be Nice on the Internet” Week
The just need to get an equal amount of men to be half nekkid and see how many men complain about it, then it will get banned….so silly. I hate stereotypes and hypocrites!
Meghan @JaMonkey recently posted..Testing Tide Coldwater | #Tide #ColdWater @SheSpeaksUp
Were you at BlogHer this past year? There were one or two brands who hired “construction workers” to hand out coupons, candy bars, and whatnot. I felt so bad for them that I took whatever they were hawking, but it was equally as skeevy.
Grace recently posted..Real Simple Designates January 9-13 “Be Nice on the Internet” Week
I was at the National Auto Show during press days last week, and the same issue is there. The babes are at just about every manufacturer. Most embarrassing was when one was asked how to pronounce the model of car she was representing – and couldn’t. How does that help the OEM? I had a discussion one night with another member of the press who loves them because he’ll “spend three times longer talking to them than he would if they weren’t hot” – but as a manufacturer, I don’t want you there just talking to her; I want you to learn something worthwhile. Unfortunately, the male dominated press… who will they favor? Interestingly, depending on the OEM, some were very scantily clad, one was in a leather catsuit, and some were in very tasteful floor length dresses (a luxury manufacturer). Some of the OEM personalities seem to come out with who they choose.
Regardless? Yuck.
Michelle recently posted..Car Bingo – Chicago Version
Oh Michelle, that is embarrassing- for the girl and for the company!
This was the *International* Consumer Electronics Show. The brands and who they chose to represent their products came from all over the world. So there certainly was an interesting clash in terms of the expectations and perceptions of women in other countries. You probably saw this at the Auto Shows you attend as well.
Grace recently posted..Real Simple Designates January 9-13 “Be Nice on the Internet” Week
It’s unfortunate that any reliable media source looked to a ‘booth babe’ for relevant commentary. That’s not their job. Just like the ‘beer babe’ at the country club golf course, and the cheerleaders at sporting events. Their job is not to pass judgment on any other woman. Their job is to entertain and push the agenda of their employer.
That people put air quotes around ‘scholarship pageant’ when referring to the Miss America contest tells you how laughable people think these paradigm shifts really are. In any male dominated industry companies trying to entice men will bring in the one thing they think men are looking for – hot chicks.
And while you can chide the tech industry for this practice, the fact is that it happens in many industries at trade shows around the world. Are all doctors men? No. But their professional meetings are littered with scantily clad buxom women.
Until women decide this is not an option for putting food on the table, sex will always be a way to make money.
Sara at Saving For Someday recently posted..Can a trip change your life?
It is so disappointing that brands have such little respect for female buyers that they still choose to employ booth babes. What sad commentary that is in 2012.
Jessica @FoundtheMarbles recently posted..Join Us for the Abbott Champions for Kids Twitter Party!
I would have rather that they staffed their booths with the brilliant people who are actually working to develop their products! Every year, I am so proud to be at CES, but it does feel like step “backwards” in many ways.
Grace recently posted..Real Simple Designates January 9-13 “Be Nice on the Internet” Week
Oh, the booth babes…I remember helping my husband at food shows as a very pregnant woman and feeling SO annoyed. Marketing in action, but at what cost to the female consumer?
Sherri recently posted..Being Grateful and Warm