Sexism in Television Commercials

Sexism in Television Commercials Many of us have seen a commercial and felt offended by the sexist attitudes represented. It appears that on every channel, there is another television commercial trying to sell its product with beautiful women. These commercials can range from selling beer to selling cars (Sadiq). From sports to personal hygiene and home improvement products. Almost every commercial has someone missing proper attire, or insinuating the other is dumb or not as intelligent. These commercials make men and women feel degraded and ashamed. Remember when the World Cup was the biggest sporting even in the world? Well, World Cup advertising and its other choice catchphrases include “EXPLAIN YOUR FOOTBALL PASSION TO THE MISSUS. IF YOU CAN GET A SIGNAL IN SOUTH AFRICA.” Not only do such ads belie the reality that women are actively involved in football (both as players and fans) in greater numbers than at any time in history. They also deliberately encourage insulting notions of women as stupid, incapable of understanding basic concepts and de facto having no part in the world’s biggest sporting event simply because of their sex (Perera). This is an example of the sexist attitudes towards women. Why must women be oblivious to sports just because they’re female? Many advertising companies don’t think how they’re campaigns will effect, but only that it causes attention. Personal hygiene products such as Axe use half naked men and women to advertise. For example then men use the spray and women chase and tackle them like animals. No human being should be portrayed as an animal. And the men in the commercials really show that males should look a certain way in order for women to be attracted to them. Everyone is different and has their own sense of style so these commercials are really downing individuality. Timi Ross Poeppelman, California State University, Sacramento instructor, says “They are degrading to both sexes. It’s interesting

Cited: McManis, Sam. Amusing or offensive, Axe ads show that sexism sells. The Seattle Times Company, 2007. Print. Perera, Kathryn. Time to kick sexism out of advertising. guardian.co.uk, June 2010. Print. Sadiq, Shafeeq. Racism and Sexism in Advertising. Delta Winds: A Magazine of Student Essays, 1997. Print.