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TRUECar is taking some heat. Is this ad sexist?

By Ron Henson on Jul 23, 2013

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No, not sexist. TrueCar obviously completed market research and determined that its product lets people feel empowered and more comfortable with the car buying process. This particular spot focused on females, but that does not make it sexist. I wouldn't be surprised if it comes out with a follow-up commercial targeting a different segment of our population. Maybe college grads who have never bought a car before. Maybe empty nesters (male or female) that may have similar apprehensions. As a society we're too damn thin skinned. Marketers address different target audiences every day and they have to do so in the audience's language. TrueCar did just that.

Jul 23, 2013

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