The US PlayStation Web site has opened up a delicously patronizing new page to promote the Lilac PSP and Hannah Montana bundle, claiming that "Girlz Play Too!" The beautifully misguided and cynical page spouts such wise words as, "OMG Lilac PSP," and only gets worse from there.
The first thing I noticed was the "games girls play" section, where I've learned, for the very first time, that LocoRoco and Patapon are actually girl games, not designed for the male of the species. They join such titles as Pangya Golf, Petz and Cloudy with a Change of Meatballs.
According to Sony, the PSP is how girlz play, and the site focuses on the things that are important to females, like photographs and chatting to friends, since that's what women do all day. This page is brilliant, not least because you know that it's been designed for thirteen-year-old girls by a bunch of forty-year-old men.
Seriously though, Sony can barely get its target demographic to care about the PSP. Call me a cynic, but I doubt they're going to get the "girlz" to give much of a sh*t either.
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Contest:
10:40 AM on 08.03.2009
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-sony
I mean, why else would they be laughing when they're not looking at the screen?
... it's a massive demographic and it's ripe for a portable gaming device where they can watch a movie on their lunch hour at work... where they can catch up on Lost or some other TV show they watch. They can play casual games... like the games they play at home on their PC. Young mothers are ideal for this... something to do while watching their son at soccer practice, while waiting for the kids to finish swimming lessons, while the baby is napping - those women with kids that spend a lot of time "waiting" or up late at night with a sick child or newborn.
Over 18 females - mothers or those in the workforce - THAT is the female demographic Sony should be aiming for (have they not looked at who's buying DS units??... the PSP would see even better to this demographic because of the ability to watch TV/movies).
Once again, Sony has totally missed the boat on their advertising... because this type of "girly" marketing will alienate that massive market of older women as well as males.
I have no problem with pink or purple gaming devices but designing an ad that makes women of any age sound like a bunch of valley girls is demeaning and stereotyping. Not all women fit the mold of girly girl, so why must they keep marketing to us as such?
I have a pink DS but this ad doesn't appeal to me now nor would it 10 years ago when I was teenage girl. Game companies need to stop marketing to us like we're all fucking princesses.
Oh HELL NO. This advertising is so over-the-top "GRRRL" that it's ridiculous. Sony should be taking hints from Nintendo's more subtle marketing to females, because that's doing absolute wonders for their sales. But this type of marketing is kind of insulting and would probably actually discourage girls over 18 from buying a PSP. Way to go, Sony!
Patronising bollocks. But sadly, this is the kind of ad that would appeal to my 7 year old (wow, look at the cool older kids). A lot, if not all, advertising towards that demograph is in this vein... To be fair, Faith, this doesn't look to me to be aimed at your age-group (just assuming you're post 20). Surely advertising the PSP to the older ladies would not warrant any differing style to that of the 'target audience' which presumably is gamers, male or female (otherwise it's patronising, no?). Whereas marketing aimed at young girls is always like this and usually aided by the words 'GirlZ' and the colour Pink.
@Faith
They're white, old men who are most likely obscenely rich. All they think women do is cook, clean, babble, shop and suck dick. It's a shame to because if they just advertised it in a way that doesn't suggest all girls are completely stupid they might get somewhere.
So many unanswered questions, so few answers.
This is rel123, signing off.
But on serious note fuck you Sony.
You know why I opted for a black PSP and DS even though I'm a girl? Because I'm well over 12 years old and I hate components marketed as "the girl version" that look like a unicorn vomited all over them.
Please file this note next to Abe Simpson's collection.
Luvz and kisz,
Elysse
Also, stereotype is oozing out of that picture.
That said, this all seems pretty ridiculous, but adding Loco Roco and Patapon in there is a rather clever attempt at getting girl gamers into more core, obscure titles. Pretty sneaky actually. . .
Wow I didn't know girl gamers love shovelware.
You learn something new every day, thanks Sony!
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