Commercials

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If TV commercials sell products, then they probably can sell stereotypes as well. The media throws at us images and slogans that people remember without even trying. That is the whole trick behind selling a product. But what if these slogans are derogatory and degrading? Do those slogans still get remembered? Of course! Women have been and continue to be the most targeted group in advertisements. Nowadays it isn’t considered politically correct to have outright sexist commercials; however, commercials from the 1950s were much more sexist because the general public was much more sexist and women did not have full rights. Here is a little history of sexism in advertisement. I am just curious to know why, when we have women in office, and women in high positions, do we still see male dominated advertisements. This commercial, a 2013 car commercial is made up of only women and says in it, “I don’t even need to bring a dude” as if women cannot buy a car without a man to help her. A famous Superbowl ad for Carls Jr sandwiches shows a woman provocatively eating a fast food sandwich while giving a strip tease on the beach. Since the Superbowl is, for many reasons, extremely important in today’s society, we see companies paying millions just to get a couple seconds of commercial space. If a company is putting that much effort into a small commercial, you would think they would try aligned with social norms. But, just like sports in America’s history, the Superbowl is viewed as a time for men to experience and to enjoy the commercials, so of course they are usually of objectified women. The sexism in commercials is not just in the United States however. Here is an Australian commercial about an auto service called Ultra Tune. This commercial shows women not knowing how to drive and being stupid. The 2008 Club Orange Commercials famous phrase is “the best bits in the world” as the commercial shows the oranges being held my women wearing only a bra. Here is an axe commercial, where they are blatantly signifying that women are the only one that wants to cuddle in a relationship, and that once she wants to cuddle she will not allow the man to do anything else that he wants to do. Ultimately, sexism in commercials is not limited to objectifying women, less often they are also about men. For instance, this Dr Pepper commercial portraying a “manly man” being a male who is strong, enjoys the outdoors, and gets what he wants. Here is a Dominos commercial where a woman basically makes fun of her husband for how long he lasts in bed since Domino’s prides themselves on arriving so quickly after you have ordered. Though it may seem frivolous to highlight the sexism in American media, it is an important part of recognizing the messages we give and receive about the equality of the sexes in society as we move forward.