Sex Sells…But Who Pays?
All women love cooking, cleaning, and being submissive towards men. They live to please their husbands and have a childlike nature that means they cannot do things without being helped. Unless of course the machinery they are handling is to do with the house, then only women can do that; men don’t know how to use the washing machine, the cooker or the hoover. They call a man if they need to fix something around the house or if there is something wrong with the car, because only men can use these machines, it’s science. Women are also unable to resist the smell of Lynx…This is what we would believe as fact if we took some of the most sexist adverts literally.
There’s got to be a reason for the long history of sexist adverts, right? They wouldn’t keep making them if people stopped buying from them. Here are some vintage adverts that highlight this sexism.
Well, who pays? Women.
This isn’t sexist is it? I mean, it’s kind of edgy, no? Seducing men with slow roasted turkey so that the man cleans his manly space - the garage. Hillshire Farm fighting the patriarchy, one slow roasted turkey at a time. The face of the revolution. Also notice how women seem to cook all the time but the most famous chefs are men? Pretty impressive how we manage to convince people that manly men like Gordon Ramsey can make it to the top as a chef, but ‘get to the kitchen’ is a go-to response to women commentating on sports of some sort.
Okay, surely this one isn’t sexist. It’s just saying that women like gadgets as much as men. It’s actually equality. But then, there is that bit about crying so that husbands will buy the gadgets for them. And if I look a little closer they do all seem to be kitchen appliances. So maybe Dormeyer aren’t as progressive as I initially thought, shucks! (Technically, the guy pays).
Finally! An advert promoting healthy relationships. This is what I’ve been waiting for - an ad that thinks of what women want. The ad says it’s helping her to“fulfill her girlhood dreams”, just as I had hoped…except…wait. Every women dreamed of planning a lovely meal for her man? Hang on, are they selling a cooking dish?
This is the type of pro-women, feminist advert that makes you feel warm inside. An advert about women making their way in the world without a single mention of a man. A successful, independent women no doubt about it. Although… it does seem to mention coffee quite a lot. In fact, it does seem to suggest that women only get promoted because of their ability to make coffee and not of their own merit. Maybe I’m reading too much into it…I am tired, I could do with some coffee…. a coffee maker could come in handy… where was I going with this?
Well, what about this advert? If you don’t think too hard it’s actually an ad promoting good health. It seems to me like it’s promoting a balanced diet. ‘Total’ cereal gives a woman the vitamins and irons she needs while she exercises. Maybe the fact that cleaning is her exercise is a coincidence…No?
Well, who pays? Men.
Those vintage ads directed at women might make us feel better about the state of advertising now but don’t hold your breath if you think these contemporary ads directed at men are any better. If only in their lack of imagination they might be worse.
What’s on sale here you ask? Why the man’s shoe blue? Why is his foot on her bum while she lifts up her dress you ask? Well, where else would you put a shoe, silly? You know what? I was wrong, the amount of imagination, or what others might call delusion, to understand why, in an everyday situation, a man would put his shoe there, is frankly enormous.
American Apparel 1 — Me 0
At least this advert lets us know what’s on sale this time, am I right guys… Guys? Tom Ford’s first fragrance for men, featuring a bottle between a women’s legs. I guess we should take a dip into the imagination of the advertising team that devised this masterpiece. Maybe they’re suggesting that buying this fragrance is like buying a women’s sexual organs? Ew. I don’t like their imagination. It’s scary and it smells like desperation. Hang on maybe that’s what the fragrance smells like, desperation! Maybe it really is marketing genius!
Hmm, I’m starting to notice a pattern. All of these adverts that are directed at men, have women in them. It’s as if the advertisers think men don’t think about anything else apart from women. Or more accurately, having sex with women. But, this advert is for a good cause so it should get a pass, surely? Donate your organs men, that way you get to be inside your dream women. But don’t you dare donate them because you care about others and you want to help. That would be absurd.
It’s been a long time coming but have we finally found an advert with no sexism? Look, think about it this way. The ad is showing that it is okay for women to eat whatever they want. No mention of weight or exercise. No mention of a man, just pure bliss enjoying a succulent burger. I mean some people might say that it would be better if she was actually eating the burger, or, you know, if it didn’t have subtle sexual undertones. But hey, maybe it will blow your mind away, maybe it does just taste better, it really is seven inches - that’s accurate and proficient reporting. If they didn’t tell you how big it was and “thick and hearty” the steak sauce was, that would be false advertising. You ever think that you’re the problem? Maybe you should cleanse your minds of the filth, how about that, huh?
Well, who pays? Society.
Society pays if we let sexist advertising continue to linger in a world in which everyone should be equal, and treated as such. We have made some progress from the ‘Mad Men era’ of advertising but there’s still a way to go. People are individuals that are made of their own experiences and environment. To advertise to stereotypes and caricatures of womanhood and manhood is to erase that. But most of all its just lazy advertising.
With thanks to Sophie Peace
