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yup.. women are taking over science...

  • Sep. 3rd, 2008 at 6:24 PM
graywolf
I found this and just had to share, especially with [info]chenoachem .  It's an advertisement for the Eppendorf automatic pipette machine: epMotion
For those of you who aren't science buffs and want to understand a little more about what all the musical fun is about...
a lot of work in science is measuring tiny amounts of various stuff  so that you can produce desired effects.  Chemistry is the backbone of biology.

Chemistry requires a lot of using something called a pipette.  Most of you have likely used this kind in some class or another.


these are fine for a lot of tasks that don't require a high degree of accuracy.  But what if absolutely need to get just the right amount of chemical or the whole experiment could be ruined?  Then you upgrade to one of these.


Not to shabby eh?
Well the problem with these, is that sometimes you need to do a lot of measuring... dozens of samples... hundreds... thousands for really important projects. 
After a while your thumb gets a bit sore... like when you played too much Nintendo.

Trying to come with a solution to that problem, there have been some innovations to speed up the process such as this fellow:

Now this is an improvement... but for those particularly huge assignments even this isn't enough.














Enter the auto-pipette.  A machine that will tirelessly measure and deliver saving your tired hands from all that tedious work. 

I have no idea if this product is any good.  The advertisement however, is quite funny and I think it says a lot about science labs today.  Once women were quite rare in the sciences (some even said that we were simply not capable of it.. and not that long ago).  Today however women are entering the sciences in droves and now we are a very palpable presence.  Indeed in some branches of science we now outnumber our male comrades. 

Nothing to me brings this fact home then advertising.  These machines are not cheap!  A couple hundred dollars for a single sample model like the one above. 
So when you want someone to shell out thousands of dollars for a whiz-bang machine, you realy want to be sure you advertising hits the target audience.

with that in mind I give you the lyrics to the epMotion promotional song:

epMotion Song

Pipetting all those well-plates, baby, sends your thumbs into overdrive
And spending long nights in the lab makes it hard for your love to thrive

What you need is automation, girl, something easy as 1 2 3
So put down that pipette, honey, I got something that will set you free

And it's called epMotion (whisper: 'cause you deserve something really great)
Girl you need epMotion (whisper: yeah girl it's time to automate)
It's got to be epMotion (whisper: no more pipetting late at night)
Only for you epMotion (whisper: girl this time we got it right)

DNA
RNA
Proteins
Cell Cultures
Less reagents
Faster workflow
Saves you money
Well, well, well

And it's called epMotion (whisper: 'cause you deserve something really great)
Girl you need epMotion (whisper: yeah girl it's time to automate)
It's got to be epMotion (whisper: no more pipetting late at night)
Only for you epMotion (whisper: girl this time we got it right)

Hilarious!  You know women are a major force in science when you start to get ads like this.

Comments

[info]chenoachem wrote:
Sep. 3rd, 2008 11:51 pm (UTC)
I love all the musical geekery there is. Doesn't make me buy it but it got me to their site.
[info]chenoachem wrote:
Sep. 4th, 2008 12:02 am (UTC)
But I do have an issue with the fact she wasn't wearing side shields on her glasses.

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