Banned Offensive Aprilia Motorcycle Ad Objectifies Women


International Female Ride Day Ride Day Goals

International Female Ride Day© (IFRD) is a campaign for women motorcycle riders across all cultures of the sport, with the purpose of highlighting and profiling the many numbers of woman riders enjoying the activity.

BMW Streetguard 3 Women’s Motorcycle Suit For All Seasons

If you’re like most motorcycle riders you probably own a

Ilse Thouret Woman Motorcycle Racer 1930’s

In the 1930’s Ilse Thouret was considered a star motorcycle

Banned Offensive Aprilia Motorcycle Ad Objectifies Women - MOTORESS

Banned Offensive Aprilia Motorcycle Ad Objectifies Women

It’s still . . .  STILL   a man’s world and sadly, remains the face in the motorcycling world.  Given that a reported +80 percent of household spending is controlled by women; this factor doesn’t seem to inspire motorcycle advertisers to do better and include the female demographic in their promotional campaigns.
Furthermore, the fact that women riders represent over 14% of rider populations still doesn’t encourage fair and equal motorcycle marketing which women deserve. Women are still depicted as objects more than as riders. And this couldn’t be more clear in this offensive advertising campaign Italian motorcycle manufacturer Aprilia produced.

Banned Offensive Aprilia Motorcycle Ad Objectified Women

Here is an advert placed in the Spring (2012) by Italian motorcycle manufacturer Aprilia motorcycles. The advertisement’s life wasn’t long as it was forced to removal following complaints from the Women’s Institute of Spain, thankfully. The “inmujer ” in Spain, whose advertising-monitoring-sector considered the ad to  be sexist and succeeded in their fight in having it removed.

“Arrecife” Translated Means Causeway

The Aprilia advert you see here literally translated means:  “The Arrecife Range: Now several sizes smaller” literal translation “scale Reef: now several heights less”.

Arrecife is a noun meaning, a “Causeway, a road paved with stone; mole” as well as ” a reef, ridge of hidden rocks lying close under the surface of the water”; and “Reef Arrecife de coral” a coral reef.

So you can put together the references with regard to this ad, and see the obvious offense to women.

Banned Offensive Aprilia Motorcycle Ad Objectifies Women - MOTORESS

Banned Offensive Aprilia Motorcycle Ad Objectifies Women

It could further be Aprilia motorcycle’s ploy to play us against our own gender, to create that competitive desire by seeing “us” sexualized in this particular advertisement. A cute rear, an object of desire. In the aim of attracting the simpler minds of men but all the while playing on our female to female pecking order and hunger for rank above each other.

Nonetheless, I could not disagree more with this form of motorcycle advertising. I’m grateful the advert was pulled and even if you search, you can’t find any reference to it. It is a crude and terribly demeaning reference to women and the female gender.
As I consider myself incredibly open-minded, yet the degradation and objectification of women in media prevents my life’s work as a woman motorcyclist not failing our advances for equality and respect within the motorcycle industry…and others.

Thank you Women’s Institute Spain – you caught this one quickly and I know I’m grateful!




1 Comment so far

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  1. Dar
    #1 Dar 16 November, 2011, 23:49

    totally agree with you on this. This attitude affects every aspect of female motorcycling right down to the types of bikes they market for women, the lack of gear available and what we see at motorcycle shows with scantilly clad girls sitting on a bikes. Seriously this is so neanderthal. It makes me angry and not want to buy the product they are flogging. I resent that we are judged like this and I resent that they don’t take women riders seriously. It is amazing to me that they don’t get it still. In my riding class of ten, six of us were women and according to those I have spoken with about this agree that they are seeing more women taking up the sport. So motorcycle companies hear me when I tell you that if you objectify women and not take us seriously in regards to motorcycle and moto product marketing I choose not to buy your products and will encourage my motoing sisters to do the same.

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