The annual Consumer Electronic Show (CES) is a decade old successful show which hosts the who is who of the gadget world. The powerful brands and people from the electronics world get together at the show to flaunt their mighty inventions.
But why are they depending on skimpily clad models to attract the visitors? Are they more confident on glamour than their gadgets? How do women take and feel about being the ‘carrot’ or the ‘tech-bait’ at CES ? Apparently, even last year, the issue of conspicuous use of booth babes had invited its share of rightful criticism.
From CES, 2011.
The International CES is owned and produced by the Consumer Electronics Association (CEA), the preeminent trade association promoting growth in the $186 billion U.S. consumer technology industry. CEA represents more than 2,000 corporate members involved in the design, development, manufacturing, distribution and integration of consumer electronics products. All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.
From CES, 2012.
Does it “project a loud and inaccurate version of the part played by women in technology”, echoing the words of Taylor Hatmaker, Tecca’s Senior Editor, or is it just glamor supporting gadgets? Does it deter women consumers to stay away from technology showcase meets like this who are put off by the very ‘sexist’ approach of corporates when it comes to marketing their gadgets ?