Misogyny and Sexism in Advertising

[Gráinne]

I should probably stay away from the boards tonight I'm in one of those moods.

Of course, sexism in the ways you mean it has been around since the dawn of television and print. But, a more insidious sexism works the other way; the common theme of smart wife/all-capable mother and doofus man. I think those ads are just as demeaning.

Maybe that's why I feel a little uncomfortable whenever I see the expression "2x4 Butch" here. Maybe it's just me, but it almost sounds like "smart Femme, clueless Butch" in the same way. I've seen that dynamic now and then on here.(NOT equating Butch=Male, again).

This one, for example, was pulled:



With that said, don't think it's only a recent thing:

[Selenay]

If you don't read French, it translates to, "Touch both sides. Twice the sensations."

[CherylNYC]

ACH! Why am I doing this? I probably shouldn't even LOOK at this thread! I'm signing up anyway. Sigh. I guess I'm an even bigger masochist than I thought. I'll be happy to participate in a feminist critique of commercials and advertising.

I've worked in the entertainment industry since around 1968(!) at not quite 6 years old, but as an adult I've only worked behind the scenes instead of in front of the camera. Just as they were when I was a little girl, commercials are still the most offensive of all the woman-hating offensive advertising drivel to which we're continually exposed. Advertising strategy has been changing with evolving technology, but a typical 1/2 hour sitcom still has 20 minutes of dialogue and 10 minutes of 30 second advertising spots. Each spot has to convey a strong, easily read morality play within its tiny time frame. Everything from the carefully arranged neckline for the carefully chosen actress, to the selective, very engineered lighting has to convey the message that this woman is a good wife because she successfully keeps the house clean for her husband and family. Gaaah! If you've never been on a set, especially for a commercial, you just can't imagine how much time is lavished on each horrifying detail. Nothing is coincidental. Every detail is intentional. Every single thing that gets on camera in a commercial is designed to manipulate the viewer into seeing those cleaning products as imperative to the moral standing of any decent woman.

I didn't watch much television in the last year or so that I spent living in my parent's house, and I didn't have a television at all once I left at around 17 y/o. My long ago ex loved her TV, so I was exposed to it again while I lived with her for six years. I was thrilled to leave it behind when I left her. I vowed that I would never have another one of those poison vectors in my house again. That means I've lived with significant exposure to TV for not quite 23 years out of my 51. Lack of exposure has only increased my sensitivity to the hideous messaging that I do happen to see whenever I'm involountarily exposed to TV!

So, there you have it. I'm prepared to give a totally unbiased, even handed critique of advertising media. Bring it on.

As for the liquor commercial, besides the, uhh, pussies drinking cocktails with pink cherries in them, (except for the strong, masculine blue of the liquor bottle, all the other colour in film is very brown and subdued except for those tell-tale bright pink cherries), there's only one woman in this commercial who is more than just a blur in the crowd, and she appears in perhaps as many as four frames. She's walking towards him in the crowd, then turns her body to cede space to the all-important scotch drinking man. Then she follows him with her awe-struck eyes that say, "You intimidate me enough to want to have sex with you right here and now".

Retch.

[Soon]

[Kobi]

[The_Lady_Snow]

Ya'll know how much I LOVEEEEEEEE the Superbowl...... Which is filled up with crazy, sexist, harmful, images flashing before our eyes while we all sit glued to the TV and look forward to those infamous commercials that cost millions of dollars...

Danika Patrick perpetuates the continual break down of women into parts to plug in her sponsor GO Daddy.

Anyone remember feeling uncomfortable after watching this woman and young man slobber all over one another and the spit webbing off their mouth? YUCKO

Even candy isn't safe




This was actually a shoe advertisement for Sketchers:

This was part of a Dorito advertisement

[The_Lady_Snow]

We've gone as far as sexualizing animals....... DIdn't anyone else find it WEIRD that women were oogling over a dog?

[girl_dee]

saw this one a few minutes ago...