No Boys Allowed – This Ad is For Women’s Eyes Only

Photo: i.bnet.com

We're all aware that once we leak our information into cyberspace there's no going back. Google knows things about us from the brand of shoes we pine after to our favorite dessert, knowledge they use to bombard us with targeted ads for Jimmy Choos and French Macaroons. The same goes for super stores like Target; swipe your credit card at Target and you're immediately assigned a unique customer ID number used to track every single one of your purchases so they can then mail you relevant coupons and ads (I'm sure you've heard about the father who found out about his daughter's pregnancy from Target?). Well, one company is taking this "invasion of privacy" one step further with high tech facial recognition software. "Plan UK's 'Because I Am A Girl' campaign uses facial recognition software mounted on a bus stop and, if it recognizes a female face - which the charity says it does accurately 90 percent of the time - shows the viewer a video from the 'Because I Am a Girl' campaign urging them to support the education of young women in developing countries." If the facial recognition technology detects a male face brief stats and a URL are shown, rather than the full video, in an attempt to drive the point home about what life is like for women who are not allowed basic rights. Does anyone else feel like this is a scene out of Minority Report? This new technology isn't necessarily taking note of your personal information, it's merely recognizing your sex, but is the advancement of technology and its use in advertising going too far? Will our great grandkids live in a world, like the one depicted in Minority Report, where we're greeted by holograms when we enter the GAP and our irises are scanned so they can provide us with suggestions based on previous purchases? I'm all for embracing new technology, so I'm not going to write this off just yet (I actually think it's pretty cool), but it does seem like our world is evolving into a place straight from the pages of a science fiction novel. Next thing you know we'll be perfecting the science cryogenics and ordering our burgers from androids.

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Posted by Emily

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