After yesterday’s post I decided to do some more research to share more information on women in historic motorcycling context, motorcycle films, motorcycle advertising and motorcycles in general. I believe I will now file them categorically so we get a better idea of who was when and where! I can’t think of a better way to spend my time than blogging on this subject. I am both amused and amazed by the plethora of information I have found. When able I will be citing the sources for you to serve you better on your own own personal quest for more detail. I am delighted to take this on, during the months I am not doing much riding due to fog and cold.

Today… Advertising

We have always said “sex sells”. Well, indeed it is still selling motorcycles as business calendars and magazine ads are filled with beautiful women draped over motorcycles. This began with the inception of motorcycling and continues as the sport has grown. The face has changed a bit as more women are becoming riders, however motorcycling is still filled with near nude women being objectified in advertising, for better or worse.

In order for advertising to be effective it must convey the intended message, giving consideration to underlying cultural codes. Here in America, an ad can mean one thing and in another country, consider China, quite something else. Semiotics, the study of signs and symbols and their meaning, offers valuable tools for analyzing advertising to uncover strengths or weaknesses of ad campaigns. Much careful consideration is placed on layout and construction of advertising by people that specialize in how the ad will be perceived both here and in other areas, as required by the purchaser of the ad. Both focus groups and semiotic analysis are used to establish the overall effectiveness of an ad. Some ads are portrayed in historic context and would now no longer be considered effective, but it can be said that historically, as now, sex sells, whether in your face or softly presented.

Now Ducati knew this ad featuring a buxom babe would definitely turn heads.

During WW2 there were a few female dispatches on motorbikes, though many were more likely to be riding bicycles.

Now this ad is presented a bit differently. We see a man and woman portrayed as equals riding scooters together. Both are smiling, making us think, Wow, I need a scooter to have fun!!

The 60s and 70s were rife with innuendo and women as objects.

As we breeze into more modern advertising we see the theme taken even farther.

Calvin Klein

This is one I simply LOVE! A ticket for the Legend of the Motorcycle…these female riders are undoubtedly considered sexy!

Harley received much criticism for this ad. Nothing outwardly sexual in the appearance, but the innuendo is dripping.

Harley saluting the armed forces of today.

Keira Knightly making an ad for Chanel.

I love the actual making of this one… keeping the star safe.

And the best for last… Aprilia’s banned ad for the Arrecife. It sez, “now, several sizes smaller”. ; )

For those interested in reading further regarding women and motorcycling in Britain, an IJMS article by Steve Koerner, “Whatever Happened to the Girl on the Motorbike? British Women and Motorcycling, 1919 to 1939.” What you will find in this article is how the British Motorcycle Industry tried to increase sales by trying to attract more women and expand their market. However, the social stigma of it being a “man’s world” completely foiled their attempt and actually drove sales down. No half-nude men were used to sell this concept to women, which is why it must have failed. ; )

Another link to IJMS (international Journal of Motorcycle Studies), entitled “Playing with the Guys: Women’s Negotiations of Gendered Leisure and Space,” regarding how gender affects forms of leisure with a concentration on motorcycle touring.