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Date: 12/07/13 09:58 AM

48 Responses to Advertisement Addresses Sexism Head On

  1. Profile photo of SmagBoy1
    SmagBoy1 Male 40-49
    4432 posts
    December 7, 2013 at 9:59 am
    Link: Advertisement Addresses Sexism Head On - What do you think, IAB? Nailed it? Too strong? Just right?
  2. Profile photo of LordJim
    LordJim Male 60-69
    7070 posts
    December 7, 2013 at 10:13 am
    SmagBoy,

    I appreciate where you`re coming from, but it`s advertising hair products.
  3. Profile photo of madduck
    madduck Female 50-59
    7618 posts
    December 7, 2013 at 10:15 am
    I would have more time for it if it wasn`t a shampoo advert...
  4. Profile photo of lauriloo
    lauriloo Female 40-49
    1803 posts
    December 7, 2013 at 10:37 am
    All very true points in the ad. Don`t understand the problem with it being an ad with a message. Are you only comfortable with funny ads or ones that don`t mean anything?
  5. Profile photo of Dead-Kittens
    Dead-Kittens Male 30-39
    1128 posts
    December 7, 2013 at 10:38 am
    This commercial is sexist about the way men think. Seems to portray all women as being mislabeled, some do actually fit the description.
  6. Profile photo of madduck
    madduck Female 50-59
    7618 posts
    December 7, 2013 at 11:00 am
    No Lauriloo- because of the hypocrisy. Shampoo adverts work by telling you that you have crap hair which means no one will ove you- or employ you. Use brand X to get shiny hair and within weeks you will land your dream job/partner..
  7. Profile photo of keith2
    keith2 Male 30-39
    2591 posts
    December 7, 2013 at 11:01 am
    This is so full of shxt..
  8. Profile photo of som-tam
    som-tam Male 18-29
    714 posts
    December 7, 2013 at 11:17 am
    Did the nasty man call you bossy? hmmm? don`t worry as long as you have long shiny, hair, everything will work out well for you.
  9. Profile photo of Gerry1of1
    Gerry1of1 Male 50-59
    36870 posts
    December 7, 2013 at 11:23 am

    For all the negatives there are plenty of perks just for being women. I don`t see them throwing those things away because it`s sexist against men.
  10. Profile photo of madduck
    madduck Female 50-59
    7618 posts
    December 7, 2013 at 11:25 am
    I would also like it noted that the women in this advert are not short, dark and hairy with warts and bad teeth... ditto the men.
  11. Profile photo of Gerry1of1
    Gerry1of1 Male 50-59
    36870 posts
    December 7, 2013 at 11:25 am

    Add to the list

    He`s casual.
    She let herself go.

    He`s mature.
    She`s old.

    He`s a demanding taskmaster.
    She`s a ball breaker.

  12. Profile photo of madduck
    madduck Female 50-59
    7618 posts
    December 7, 2013 at 11:44 am
    He`s a stud, she`s a slut.
  13. Profile photo of 5Cats
    5Cats Male 50-59
    33142 posts
    December 7, 2013 at 11:50 am
    Terrible.

    #1 Most of these negative labels are placed on women BY OTHER WOMEN.

    #2 All of them can equally be applied to men, and frequently are.

    #3 There`s "male specific negative labels" too. That doesn`t make these one "right" in any way, but it points out that EVERYONE ON EARTH gets labeled negatively at one point or another!

    So: Another "@SmagBoy1 Epic Fail"! He`s on a roll folks!
  14. Profile photo of lauriloo
    lauriloo Female 40-49
    1803 posts
    December 7, 2013 at 11:54 am
    "Shampoo adverts work by telling you that you have crap hair which means no one will ove you"

    Wow, I don`t read that into ANY shampoo ad. If you don`t want shiny, healthy-looking hair that`s your prerogative, I guess. Ironically, this ad you don`t like is ABOUT not putting that label on a person and taking them for what they are. So, you SHOULD like it. And I see no problem having a sparkling personality and NOT having greasy hair or a dry rat`s nest that would put people off before they get to know your sparkling personality.

    What would an ad claim if it`s not "using this product will do something positive for you"? If a shampoo commercial just said "yep, gets the grease out" would you be excited to buy it? Would people remember it when they are in the store? Be honest.
  15. Profile photo of lauriloo
    lauriloo Female 40-49
    1803 posts
    December 7, 2013 at 12:01 pm
    "#1 Most of these negative labels are placed on women BY OTHER WOMEN. "

    Nope. Simply reading these boards shows that`s not true, let alone everyday experiences by women. Unless you are a woman you have no idea how many conflicting messages there are to deal with if you don`t want to play into the traditional female role. Thankfully, I never really cared if someone thought I was a slut or too bossy or a bitch or whatever. But many women hide their strengths to be loved by men and "get along" in the workplace. Girls who hide they are smart in school or let the guy win at sports are a dime a dozen.

    And yes, guys have to put up with labels, too, like being called "gay" if they like a certain thing or don`t like sports. But this is an ad targeted at women so that`s what they are talking about here. It`s not a dissertation about labels that needs to cover everyone.
  16. Profile photo of madduck
    madduck Female 50-59
    7618 posts
    December 7, 2013 at 12:06 pm
    Lauriloo- all adverts work pretty much the same way - humour based ones are not quite the same- but the premise is to say you are old,smelly, unsexy, with a dirty house, nasty children, an embarrassing car, yellow teeth, bad hair and a boring dog. These things are why you are unhappy- BUT buy brand x and yada yada yada. Problem is, we don`t fall for the buy brand X bit- but the quiet, persistent undermining works very well indeed..I would be less cynical of this ad if the `models` were normal fat saggy people..
  17. Profile photo of lauriloo
    lauriloo Female 40-49
    1803 posts
    December 7, 2013 at 12:10 pm
    "I would also like it noted that the women in this advert are not short, dark and hairy with warts and bad teeth... ditto the men."

    Because all personal grooming/fashion ads are aspirational, what people wish they could be like, look like or have. Nobody hopes to look ugly or plain and definitely don`t want to look uglier and plainer than they already are. Pretending that`s not human nature is just silly. Dove is trying the "plain jane" angle and is working fairly well for their brand, although I would hardly call the women ugly. Pantene is a tad more aspirational and salon-exclusive brands are even more aspirational. If it didn`t work for them, they wouldn`t do it. I used to do concept development for P&G and know a little about how most women think and what they want to hear in order to want to buy something.
  18. Profile photo of LandoGriffin
    LandoGriffin Male 30-39
    3844 posts
    December 7, 2013 at 12:12 pm
    I don`t understand. Was this a commercial for women`s shampoo? Was the message "people will label you in sexist ways. Don`t worry about it, your hair looks great" - that`s not really an effective commercial, is it?

    The tag line "don`t let labels hold you back" - doesn`t really do anything about sexism, does it? It just tells women "don`t worry about sexism, ignore it and keep doing your job"
  19. Profile photo of lauriloo
    lauriloo Female 40-49
    1803 posts
    December 7, 2013 at 12:16 pm
    "I would be less cynical of this ad if the `models` were normal fat saggy people."

    You don`t have a clue about how people respond to advertising. Fat saggy people don`t sell aspirational products because no one wants to be fat and saggy. "I`m fat and saggy, buy the beauty products I buy so you can be, too".

    And I don`t read all those negative messages into the ads like you do. They don`t affect me that way, maybe because I`m more self-confident??
  20. Profile photo of lauriloo
    lauriloo Female 40-49
    1803 posts
    December 7, 2013 at 12:26 pm
    "It just tells women "don`t worry about sexism, ignore it and keep doing your job""

    What do you expect a woman to do about it? If you complain, you get slammed, like the men are doing on this board. Yes, the ad says you are going to be up against some double standards but don`t let them get in your way or cause you to change how you want to live your life. Pantene has done a thousand ads about how much shinier they make one`s hair vs product x, blah blah blah so they are doing something different and trying to be a little more inspirational. Maybe Dove is becoming having success with their inspirational ads. If you live life constantly being cynical, you`ll never have any fun. I don`t even like Pantene. The conditioner aspect makes my hair too limp to style.
  21. Profile photo of madduck
    madduck Female 50-59
    7618 posts
    December 7, 2013 at 12:28 pm
    I say this as a relative worked for many years in advertising and did a huge amount of market research- so - not empty statements but come from someone who advertises for a living. Of course they don`t use fat saggy people for advertising- as you said - they are not designed that way. Which is why the hypocrisy- a load of young pretty people suggesting we should not be bound by labels which they oh-so-coincidently could be poster children for, is not exactly confronting sexism. I choose not to worry about advertising- I made a concious choice a good few years ago to avoid it- I do not watch telly, never read magazines, use ad block. I live rurally and don`t drive so rarely do I see the stuff- makes life much happier.
  22. Profile photo of 5Cats
    5Cats Male 50-59
    33142 posts
    December 7, 2013 at 12:45 pm
    @LandoGriffin: I think the "subliminal message" here is that the shampoo will protect you from these cruel labels... very subtle though.

    Buy Our Crap! No One Will Label You!

    And the other way?

    If You Don`t Buy Our Crap? You Will Be Labeled!

    It`s got nothing at all to do with "feminism" or even "humanism" and everything to do with selling "product" to the masses.
  23. Profile photo of drawman61
    drawman61 Male 50-59
    7752 posts
    December 7, 2013 at 12:47 pm
    Lauriloo/madduck- chill ladies, those sammiches are not going to make themselves.
  24. Profile photo of SmagBoy1
    SmagBoy1 Male 40-49
    4432 posts
    December 7, 2013 at 1:56 pm
    I think Gerry and Madduck make some good additions to the list. And I`m not sure where in the advertisement is says that MEN label women that way any more than WOMEN label women that way. So, in that way, I think 5Cats has a good point. But I don`t think it says that men are the ones specifically doing it.

    As for it being advert, you`re right. I love the Dove series about empowering women, but, yeah, it`s an advertisement, so, inherently, it`s trying to sell something. I do think this one`s led to good comments here! :-)
  25. Profile photo of Gerry1of1
    Gerry1of1 Male 50-59
    36870 posts
    December 7, 2013 at 2:47 pm

    "Lauriloo/madduck- chill ladies, those sammiches are not going to make themselves."
    Ham, no mustard please.
  26. Profile photo of Tupinambis
    Tupinambis Male 18-29
    568 posts
    December 7, 2013 at 4:30 pm
    HAHAH YES! I was hoping that it would end up being a make-up commercial. The day they don`t feel the need to advertise anything after an anti-whatever-the-fook clip is the day they actually GAF.
  27. Profile photo of Gerry1of1
    Gerry1of1 Male 50-59
    36870 posts
    December 7, 2013 at 5:20 pm

    She`s expressing her feelings.
    He`s a girlie man.

    She`s sensitive to her husband`s needs.
    He`s pussy whipped.

    She`s not expected to move the furniture.
    He`s a wimp if he can`t move a 2 ton piano "just over there honey"
  28. Profile photo of Grendel
    Grendel Male 40-49
    6273 posts
    December 7, 2013 at 6:13 pm
    lauriloo-"Unless you are a woman"

    Translation: "You speak of something you cannot know so are not entitled to an opinion."

    Gerry1of1-"Ham, no mustard"

    Gerry, that`s barely above bread and water.

    Ham, salami, pepperoni, lettuce, tomato, onions, black olives, pickles, mustard, mayo, salt, pepper, oil & vineger.
  29. Profile photo of CynicalGamer
    CynicalGamer Male 40-49
    450 posts
    December 7, 2013 at 7:15 pm
    The message doesn`t matter, it`s a commercial. There is a purpose to it, to make money.
  30. Profile photo of MadnessLvl2
    MadnessLvl2 Male 18-29
    144 posts
    December 7, 2013 at 8:21 pm
    Those seem to me more like things women would think about each other....but whatever. I suppose I wouldn`t know.
  31. Profile photo of SavageChef
    SavageChef Female 50-59
    2692 posts
    December 7, 2013 at 11:33 pm
    I`m just happy the hair in this advert wasn`t demonstrated by odd topiary and perky women pushing little lawnmowers.
  32. Profile photo of Gerry1of1
    Gerry1of1 Male 50-59
    36870 posts
    December 8, 2013 at 7:01 am

    Sexism against men
    Her: Thanks for dinner Tom.
    Him: Pays bill
  33. Profile photo of furrything
    furrything Male 50-59
    1351 posts
    December 8, 2013 at 7:26 am
    Oh, boo hoo! You want to see what women get away with where I work (Industrial) Let`s just say they`re well catered to.
  34. Profile photo of bdowner60
    bdowner60 Male 40-49
    593 posts
    December 8, 2013 at 8:15 am
    Yeah so what Mrs America go take a look at the person in the mirror with all you`re never ending power tripping 20th century false accusations along w/ you`re self victimization !
  35. Profile photo of Stormith
    Stormith Female 18-29
    543 posts
    December 8, 2013 at 8:30 am
    My biggest issue is that I wish people would stop using covers of "Mad World" to try and feel deep and introspective. The instant I hear the piano start into it I know what it`s going to be, and honestly this version was probably the most annoying so far.

    That said, the ad is 100% accurate but it`s not as if we didn`t already realize these things. All of the men whining in the comments below me are just ignorant and will never understand, sorry. I`m not even going to bother trying to explain it because it`s obvious it will go right over your heads. They all respond with stuff about how women are sexist, or women are the bad ones, or women get to be treated like pets so why should we be upset? You`re clearly too thick-skulled and self-absorbed to understand, you just get all offended. "But I, as a male, do not approve, therefore you`re wrong!", because white men are the absolute truth of the world.
    Men who hate feminism will be left behind as the rest o
  36. Profile photo of Gerry1of1
    Gerry1of1 Male 50-59
    36870 posts
    December 8, 2013 at 9:11 am

    "Men who hate feminism will be left behind"
    That`s funny `cause most women don`t want real feminism. They don`t want "real" equality. They want special privilege. They want everything a man has without giving up any of the perks sexism gives them.

    You don`t want equality. You can`t Handle Equality!

  37. Profile photo of Kain1
    Kain1 Male 18-29
    1473 posts
    December 8, 2013 at 10:33 am
    It`s advertisement.. `nuff said..
  38. Profile photo of QueenZira
    QueenZira Female 18-29
    2228 posts
    December 8, 2013 at 12:13 pm
    I love it when a misogynist feels the need to Mansplain feminism to all us benighted ladypeople, "UR doin` it rongli LOL," it`s like a pygmy trying to cover the moon with his fingertip. He thinks he`s caused an eclipse.

    How`s all those "special perks" that heterosexism brings treating *you* gerry? I bet it`s just a proper vale of sunshine and posies, right?
  39. Profile photo of Gerry1of1
    Gerry1of1 Male 50-59
    36870 posts
    December 8, 2013 at 12:35 pm

    @ QueenZira - I wouldn`t know about "heterosexism"... I`m an weapons grade fag. But I do notice women want total equality while still expecting men to pay for the date. This isn`t philosophical, just observation of real behavior.

    If women want to turn the tables and treat men like sexual objects, I think most men would get on board with that idea. But just because women are feminist does not mean men will EVER view them differently.
  40. Profile photo of QueenZira
    QueenZira Female 18-29
    2228 posts
    December 8, 2013 at 12:52 pm
    Heterosexism is what it`s called when being straight is favored and being anything other is vilified. It seems you`d know a lot about that. It comes from a fetishizing obsession with "proper" gender roles and behavior and putting people "into their place." That too is sexism, and deeply damaging to human beings.

    I can pay for a man`s meal with me, no problem. But that`s not the real issue, my concern here is people who could be potential allies, who fight alike forces and are missing it because of their own tragic myopia.
  41. Profile photo of QueenZira
    QueenZira Female 18-29
    2228 posts
    December 8, 2013 at 12:55 pm
    Addendum: I like a photo of a cute guy as much as the next gal, but I don`t want to turn them into objects. There`s a big difference between admiring someone`s beauty and viewing them as mere accessories to yourself and your own needs.

    Just thought I`d add on that idea a bit. :-)
  42. Profile photo of Gerry1of1
    Gerry1of1 Male 50-59
    36870 posts
    December 8, 2013 at 4:25 pm

    YOU wouldn`t mind paying for dinner, but I don`t think you speak for most women. Neither do I, I was just stating an observation. Girls nowadays expect equal pay AND for the man to pay for dinner.
  43. Profile photo of lauriloo
    lauriloo Female 40-49
    1803 posts
    December 8, 2013 at 7:17 pm
    "Girls nowadays expect equal pay AND for the man to pay for dinner."

    You might not want to start an argument by calling women "girls".

    When`s the last time you went on a date with a woman, Gerry?

    It`s sad that so many men can`t separate what happens in the workplace with what happens between people personally. I think the person who asks for the date pays. Seems fair. Since guys are usually on the hunt to get laid, they are usually the one to ask the woman out. It just ends up being him that pays. It`s more a consequence of desperation than a power trip. It`s also a subtle show of dominance and most men would prefer being in that position and most women don`t mind giving that up to make him happy, as long as it doesn`t become oppressive.
  44. Profile photo of Draculya
    Draculya Male 40-49
    14657 posts
    December 8, 2013 at 8:23 pm
    If you put her body language and facial expressions on the male model, he`d take on all those negative connotations, not to mention "Bakla".

    More interesting is how un-filipino all Filipino models look. That nation has just about the strongest inferiority complex in the world. It`s like they managed to find some Chinese or white people and gave then ever so slight hints of Filipino features. They almost look like David Carradine in The Legend of Kung Fu.
  45. Profile photo of Grendel
    Grendel Male 40-49
    6273 posts
    December 8, 2013 at 8:43 pm
    lauriloo-"can`t separate what happens in the workplace with what happens between people personally"

    So you admit that you want equality `sometimes`. Most likely when it suits your needs. And you probably like being treated `like a lady`, when it suits your needs.

    It`s either 100% of the time or it`s not `equality`.

    Simply put:
    Woman offering to go Dutch is considered `Independent`.
    Man offering to go Dutch is considered `Cheapskate`.
  46. Profile photo of Angilion
    Angilion Male 40-49
    12387 posts
    December 8, 2013 at 9:34 pm
    That`s funny `cause most women don`t want real feminism. They don`t want "real" equality. They want special privilege.

    Two points:

    1) Most people just go along with whatever is normal in the time and place in which they live. They want what they`re socialised to want. But I think most people have a general tendency to favour sexual equality because it appeals to a sense of fairness. Maybe I am somehow still naively optimistic.

    2) Real feminism is about seeking special privilege. The idea that feminism has anything to do with sexual equality is a ridiculous lie. It`s a very successful lie that has helped feminists a great deal in their never-ending quest for never-ending sexism, but that doesn`t make it true. Feminism is a biological group advocacy ideology - it`s profoundly sexist from the foundations on upwards even in its mildest strains.
  47. Profile photo of HumanAction
    HumanAction Male 18-29
    2357 posts
    December 9, 2013 at 7:51 am
    @lauriloo

    I apparently have a "nice ass" according to several women. I don`t necessarily know what that means for a man, but either way, I have one.

    I`ve had four completely random, unknown women (3 middle-aged and 1 roughly my age and wasted) grab my ass - completely uninvited. They literally walked up behind me and grabbed my ass.

    Now, being a man, I was socially expected to laugh it off. The people who were with me - male and female - laughed when it happened. There was zero outrage that someone just "sexually assaulted" me.

    Now, imagine that I was a woman and that the attackers were men. This is the new face of sexism.

    Modern Sexism:

    1. A phenomenon in which men are believed to be immune to oppression.
    2. A phenomenon in which women are believed to be perpetually oppressed.
  48. Profile photo of Gerry1of1
    Gerry1of1 Male 50-59
    36870 posts
    December 9, 2013 at 7:58 am

    lauriloo, "When`s the last time you went on a date with a woman, Gerry?"
    Irrelevant. I have straight friends both male and female. I`ve listened to my son as he tried to sort out why girls do what they do before coming to the conclusion women are crazy.

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