There is an advertising campaign running in France at the moment that depicts the PS Vita as a headless women with four breasts, two being on her chest and two being on her back. Whilst the idea of a woman having her ability to talk back replaced with an extra pair of breasts may well appeal to many men there are a number of worrying issues surrounding this campaign.
The most obvious one is the fact that Sony are clearly desperate. The PS Vita is not selling. At all. Anywhere.
It's a flop!
They are of course trying to get big name games for it and indeed Assassins's Creed Liberation is actually quite good but other big games, like Resistance, were terrible and Call of Duty Black Ops Declassified doesn't look to hold much promise. So what do Sony do? They appeal to the majority of the gaming market: men. It is often said that sex sells so Sony's desperate hope here is that sex will sell. It inevitably won't, the best way to sell a game system is to give it good games. I suppose though, given the situation the Vita is in, you can't really blame them.
There are other issues though, bigger ones than that of Sony's struggling Vita sales.
For starters this campaign is incredibly derogatory to women. The 'woman' in this advert is not really a woman, she is just an object, she has no head and therefore no capacity for thought, personality or any form of function. She is devoid of personality and the only clothing she wears is designed to draw attention to her four breasts. Why is this is problem? I hear the ignorant ask. The answer? Gamers struggle with their image.
Despite the fact that gaming is only an art based entertainment medium in the same way that films or music are it has a far more negative image associated with it. This is not going to be helped by slapping an extra pair of breasts on a woman before lopping off her head!
It is the responsibility of both companies and individuals to salvage our image. As gamers we are depicted as fat, lazy, violent, sexist basement dwellers who want nothing more than to insult each other through plastic headsets whilst playing Mindless Shooter 4: Shoot Bland Targets. A lot of the time people in the industry stick up for gaming, pointing out its merits and arguing that its an art form. Usually the negative things come from outside, but this time an inside company, namely Sony, are deliberately promoting the idea that gamers are sexist men who want nothing more than "moar boobies!"
Sony need to stop. This is not the way, don't get tits, get games. Give us a slew of great Vita games and it will sell. Do you see 3DS adverts with headless four breasted women? No. You don't. Why? Because The 3DS has a metric fuckton of great games.
I'm not being a fanboy here, I love the Vita and I love the 3DS, the sad fact is that the Vita doesn't have a big library of games and a lot of what it does have isn't very good. Nintendo focus on games in their adverts whilst Sony are focusing on breasts, really a gaming company should focus on games, not breasts.
This advertising campaign ultimately adds up to little more than a pathetic and damaging grab for sales and it needs to stop. Now.