It is frequently said that sex sells. At the onset of the Nomad phone commercial (http://www.youtube.com/watch?v=92rENxHQ1f0), it seems like what the copywriters were going for. The centerpiece is the obviously attractive couple that is getting married. They then rush off to their honeymoon suite and take part in foreplay with the wife being thrown around and the husband being pleasured. This is the turning point in the commercial since the wife goes to the bathroom and the scene “falls apart” because she stands to pee, signifying that she has a penis. The ad ends with the a quick picture of the phone and the phrase, “Le portable sans engagement,” which translates to “The cell phone without a contract.”
This ad makes the point that no one wants to be tied into contracts with problems; however, it also perpetuates stereotypes regarding women, transgenders, and marriage. The point that the wife is no longer desirable to the husband after he discovers her secret is bothersome considering the idea that many people marry for love. Marriage should not be based on the idea that your spouse is a sexual object that you can exploit.
This not only disregarded the sanctity of love in marriage, but also, disseminated the image that the only way transgender people can get married, attract someone, or find love is by being deceitful about their body.
This leads into the ultra feminization of the wife. She was objectified just like the transgender person in the Goodwill commercial mentioned in Tsai’s “Assimilating the Queers.” This continues the tradition of the gender binary that ultimately hurts all women (1).
After looking at these points, the hope is that you realize the furthering of incorrect stereotypes and hardships was all for a phone.
(1) Wan-Hsiu Sunny Tsai. “Assimilating the Queers: Representations of Lesbians, Gay Men, Bisexual, and Transgender People in Mainstream Advertising.” Advertising & Society Review 11, no. 1 (2010) http://muse.jhu.edu/ (accessed July 31, 2012).