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Most people would think that blondes are gifted with not so bright brains. Although this only applies to the likes of Paris and Britney, this has became one of the most widely acknowledged stereotype exists. On this point I beg to differ. It is time for men, most of them, to join the league of Not-So-Extraordinary-Brain type.

This conclusion came to me when I came to Indonesian International Motor Show (IIMS) 2008. Have you ever wondered why in almost every automotive expo, not just automotive expo by the way, there are a whole bunch of ladies sporting hot pants, tank tops, and any imaginable clothes designed to show more of the skin? Honestly, I don’t think fewer clothes equal to more sales numbers.

But yet, such marketing approach is being used time and time again. Last December I visited Indonesian Manufacturing Expo 2007. From the title, you’d guess it’s an exhibition filled with latest industrial manufacturing technologies. Minus the latest technologies, the expo was indeed showed manufacturing machineries. Some of the exhibitors, however, also hired ladies who I must say do have an outlook as a model. The question is why would one hire ladies in high heels to promote heavy machineries? Those “glass dolls” couldn’t even understand my questions regarding the products, let alone explaining to me the cutting edge technologies.

My point is, in every expo you need to attract visitors to your stand in order to get the exposure you want and have the opportunity to market your products. That is, after all, the goal of joining exhibition: market. But by attracting here doesn’t mean one has to use the crudest form of attraction for men: foxy ladies.

Of course alternative ways don’t come as easy as hiring good looking ladies. It is easier for much easier for the company compared to creating a very interactive stand which could attract visitors’ attention. So why use the hard way?

I have never worn a high heel, and I must say never in any way imaginable. But from what I heard, high heels are a modern form of physical torment. Just add that with wearing hot pants and tank tops in a fully air-conditioned room; you have a subtle form of Guantanamo. And if you compare the sales promotion girls with their male counterparts, the unmistakable unfair treatment gets plainer as the nose on your face. I never see a male promotion staff showing more skin than fabric during an exhibition. And by the way, if you did happen to see such occasion let me know the name of exhibition so I can avoid it my entire life.

What we see from male promotion staffs are black suit, neat tie, and leather shoes. The attire keeps them warm and comfortable while maintaining a professional image for the visitors. Most of them are even very well spoken. It’s what a reflection of a seasoned sales director, I should say. But when you look at the ladies staff, I don’t suppose you’d see an image of a seasoned sales directress.

So why should the male and female treated differently? A business exhibition is supposed to exhibit a business’ or company’s image and products. In normal condition, when you want to buy a certain product, you’d look for trustworthy, professional, and caring company to be your supplier. By treating their male and female promotion staffs differently, I don’t think that’s an image of a professional company.

I don’t label myself as feminist movement supporter. I’m having this concern because this shows how degraded the visitors are. Instead of demanding a more creative ways from the exhibitors, they fall time and time again with the oldest mean of marketing: sex appeal. And unconsciously, visitors sustain this degraded demand. The sexier the girls, the more visitors they get. Referring to clothes and skin, the title says it all: Less Is Better.

And since this marketing approach is aimed towards men, thus I uphold my conclusion: that most men are no smarter than Paris or Britney. And since I’m the one brought up this issue, I’m automatically signing myself off from the league of Not-So-Extraordinary-Brain. Thank God.

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