Hello, my name is Niki. Our topic today is “Is
it appropriate to use showgirl as a commercial strategy?” And before we start,
start our presentation, we have a question for you first.
Phoebe: Have you been to an exhibition? Anyone?
Kevin: yes.
Phoebe: And what is the most eye catching
thing when you arrive in this place?
Kevin: uh, for me, of course it’s not the
showgirl.
Phoebe: oh really? Then what is it?
Kevin: the stuff they put there.
Niki: the what? Oh, stuff.
Kevin: yeah, for example, cars.
Phoebe: products.
Kevin: yes, products.
Niki: But, can you say that you, can you
say that you never notice the showgirl? Like you never look at them?
Kevin: of course, not.
Niki: You still look at them, right?
Kevin: yes, still.
Niki: Yes, um, for most of the people,
showgirls are always the center of the spotlight in the exhibition. You can see
the cameras and the cust…, customer’s eyes are all on them. And comparing to
the products companies meant to sell, they are more like, they are more like
products, um, on the shelves, waiting to be picked. And, people stare at them because
they are beautiful, young, and of course, they have very sexy bodies. And,
showgirls’ beauty is like a commodity that can be browsed and bought freely as
if their value is based only on their flesh. And this is what we called the
commodification of female bodies. Now, I’m going to show you a short clip, from
youtube.
Niki: So, this is a car exhibition. Ok, so,
you can see that the camera moved from the showgirl’s face, to her legs, and
then again from her legs to her face. Just like every customer will scan the
product before purchasing. And, companies make showgirls wear very, um, mini
skirts and very, um, tops that will expose their breasts. Just like this one. This
one, can you see that? Yeah. And, because every company will spend time and
money, beautifying and improving their own products, and showgirls are now what
they want to reform to attract buyers, and buyers here meaning, what these
buyers really want to buy is showgirl’s beauty. Ok. Can anyone tell me what car
you saw in that video I just showed you? Anyone? Anyone tell me what car you
saw in that video.
Kevin: You mean the brand?
Niki: uh, yeah.
Kevin: Honda.
Niki: Honda? Ok, just one, one person? So,
see, um, most of you, except for Kevin, didn’t notice what the car, uh, brand is,
or what color it is. It is because the camera always aims at the showgirl
instead of the car. Um, clearly the car is what the company wanted to sell, but
in this 30 seconds clip, you, uh, the camera only stayed on the car for three
seconds. This shows that customers’ attention were never on the product itself.
And, showgirls are seen as products instead of living people. They are surveyed
from their faces, breasts, and then legs, as if they’re a lifeless Barbie doll.
And, as showgirls are being commodified, commoditized, they outshine the
products companies intend to sell.