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April 4, 2014

Sexist habits die hard in ads for tech devices

  • Heeding criticism abroad and at home, Samsung says it's making “concentrated efforts” to ensure its communications portray women respectfully.
    • By YOUKYUNG LEE
    AP Technology Writer

    SEOUL, South Korea — When Samsung unveiled a new smartphone at the storied Radio City Music Hall, the Broadway-style spectacle was memorable not for technology but for a cast of giggling female characters who fantasized about marrying a doctor, fretted about eating too much cake, and needed a man's help to understand how to work the phone.

    The stereotypes were blatant even for an industry where skimpily clad booth babes are a staple of trade shows and high-level female executives are a rarity. A backlash spread online as the event, live-streamed on the Internet and broadcast in Times Square, unfolded.


     
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