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Compromising (Morals) Positions: Sexist Advertisements That Objectify Women (Part 2)

Compromising (Morals) Positions:  Sexist Advertisements That Objectify Women (Part 2)
Clothes, burgers, post-it notes, whatever you need to sell, just slap an image (or ten) of hypersexualized women and be on your merry way to raking in the dough. An agency in Manhattan(Badger and Winters)  though, has seemingly had enough of this and vowed to stop this indiscriminate objectification of women in their ads. 
 
The previous part of this blog post featured my take on a few of these ads to drive the point that the campaign entitled “#WomenNotObjects” is trying to make, home. 
 
The two minute video shows what happens when one Googles “objectification of women”, with a host of egregious ads coming up, which are then zoomed in on and commented sarcastically upon by women who, surprise surprise, actually DO possess mental faculties! Imagine that. 
 
My favourite part has to be when one of the ladies says, with super-cool scathing seriousness, “The key to my heart? A man that smells like a vagina,” to the copy team of Tom Ford (the brand that rightly features most in the montage of images) who are once again playing the role of the witless perpetrators who breach all notions of equality with an unmatched disregard to anything except, apparently, sales, and of course, the gallant promotion of gentlemen that smell like female genitalia.
 
 
The video progresses in the same vein, and ends with a powerful message, reminding us that the women in these ads are all our own women, not props or objects as they’re often portrayed in all such excuses for advertising.
 
I’m going to go ahead and post some more of these absolutely nauseating adverts that make me want to literally reach into my brain and destroy it, cell by cell.
 
 
Now with the new Ford, you can have all the room you need for those pesky abductees (who, shockingly, don’t have grocery and other “womanly” items on their person! No wonder they got abducted, right?) 
 
It’s definitely gotten worse over the years, although adverts have always been sexist and objectifying of women. Look at this ad from the 50’s.
 
Looking at her arm, it’s safe to say she keeps up with the house, even though it’s quite the athlete, that house. Ads in the 50s were all levels of wrong.
 
 
Ads in the 70’s weren’t much better. They were insane. Not in the awesome “That’s insane, bro!” way either. Just lacking in sanity, humanity and any other “-anity”, except maybe inanity.
 
 
If more agencies don’t do what Badger and Winters has attempted to do and keep preying on the most basic instincts of us consumers, it’s safe to say that ads are going to keep getting worse, more sexist and less human and the next generation will grow up to have severely distorted ideas about women and the roles that they’re (supposedly) meant to play. Let’s hope for the best, though, and try and remember the message that #WomenNotObjects has tried to convey to us via this campaign.

Tags : objectification of women, women not objects

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