The Super Bowl XLV commercials for 2011 were tamer and less focused on the female sex this year than in previous ones, but I did manage to find a few. Since the predominant audience of the showdown between the Packers and the Steelers were men, most of the commercials aimed at their status and their stomachs. Cars made them look hot, cool, and like successful men; trucks made them feel powerful and strong — real men. Their stomachs were nourished with ads for Doritos and burgers, and they were reminded (with great propaganda style repetition) that beer made them feel masculine, great, and fun! And in between, a few of these companies used female flesh to excite and foster men’s need for these things. Sex sells, right? But not all sex — just the female sex. Let’s take a look-see:
GoDaddy.com has no shame in using its two beautiful spokes-girls in attracting attention. They refuse with grandiose disgust to godaddynaked, alas — it is in the contract — they have to parade themselves without clothing or else! Come on…GoDaddy.com sells web site spaces and URL’s. We’ll buy those anyway — without the sex, thank you!
Two innocuous people on a date –she, a (stereo)typical girl, thinks about whether or not he is compatible for her. He, a (stereo)typical guy, wants to have sex with her. His easy passion for her is replaced by Pepsi. Loaded message here.
Unattractive crooner is found sexy and brooding by beautiful women weeping at the love song he sings for them. But wait…he’s not singing to them — The only object of his desire is Stella Artoir, his beer — because unlike the women in the bar, “She’s a thing of Beauty.” Ha!
Faith Hill is featured in this commercial — Teleflora has to have a famous and beautiful woman to juxtapose the geeky and immature young man who writes a love letter to his girl. His message:”Your rack is unreal”! UNREAL!
Another GoDaddy commercial dripping with sexist innuendo — Who’s the mysterious new Go Daddy spokesmodel? She’s smart and business savvy, the announcer says, but the camera is focusing on her big breasts, her toned buttocks in short shorts — and does it take away from the sexist and debased representation of the female when we find out it’s Joan Rivers? It’s funny, but it leaves a bad taste in my mouth that they get away with it.
The typical guy house sitting with smart dogs has a party — and even the dogs know to ogle and wink at the sexy girls.
Snickers will satisfy the whiniest guy — but not the girl — especially if she’s Rosanne Barr yielding a chainsaw — how unfeminine of her. While a snickers bar turns him into a tough logger, she gets struck in the breasts by a log twice her size. Wouldn’t have happened to her if the girl were, say, Kim Kardashian. Why’s that? Do we punish the unsexy and whiny women? Hmmmm….
And now the other representation of the female from a man’s perspective — the wife, the nag, the unattractive and bossy hag, who just happens to kick, shove, rage, and abuse her timid husband — and look, there’s not a sexy bone in her body.
Imagine a car. Sell it by imagining a hot woman driving the car — dodging helicopters, gunners, trucks of hay and racing cars. Now imagine her a teacher — sexy, the commercial says — she’s wild and tame at the same time.
Kaleidoscope hypnotizes men to buy the car with flashing images of car parts — and wait — do I see a multitude of red, pouty female lips, big painted female eyes, and uh-oh — long, sexy bare legs with hot red high-heeled shoes? Yup! Red, hot, and sexy. Buy the car!
Bonus Sexist Ad by Sketchers!
The prize for the most blatant and sexist of all the sexist ads mentioned above goes to Sketchers, for trying to sell sneakers with Kim Kardashian’s over-sexed sex appeal — and she’s full of it.