It’s 2012. Do you know where your backwards, sexist stereotypes are? Ah yes, they are in the ads that aired during the Superbowl this year, and continue to air on Youtube. Because only men buy cars, flowers, and websites. Let’s take a look.
First, we have a Best Buy ad that highlights gender imbalance in the field of technology. Would it have killed them to dig up one app developer who was not white and male? How about Fashism’s Brooke Moreland?
People are also saying this M&M ad is sexist, but I don’t really agree that it’s sexist against women. The brown M&M seems like a cool, collected woman of today, while the green M&M is as oafish and mockable as ever. If anything, it’s sexist against men, which counts, too.
Then there’s the notoriously douchey GoDaddy.com, whose ad this year uses a naked model to try to convince you that “.co” is a better suffix for your website than “.com.” That girl is really hot and all, but I think we’ll be sticking with “TheGloss.com” for the foreseeable future.
I can’t rag on this ad too much, though, because “using pretty people to sell things” is a tactic that pales in comparison to “using damaging sexist stereotypes to sell things,” which is present in full force in this Fiat ad:
This ad perpetuates the idea that women are secretly turned on by street harassment (hollaback, yo) as well as the idea that women are cars, which I’m pretty sure can be easily debunked by science?
As feminist musician and writer Amy Klein put it:
My personal award for “most sexist Superbowl ad,” though, goes to the one featuring Victoria’s Secret model Adriana Lima reminding us that male-female relations are essentially transactional in nature, with men trading gifts for sexual favors, which women, in turn, perform not because we enjoy them, but in order to obtain more gifts, money, and babies:
There are literally a million things they could have had her say that would’ve been less sexist. But I guess “give your partner flowers, because flowers are nice and will make her happy,” doesn’t activate those caveman urges in quite the same way.
Which ad did you find the most ridiculous? Feel free to sound off in the comments.
(Via Mother Jones)