The Super Bowl, unfortunately, is not just about the game. The commercials often dominate the news cycle the following day more than the results of the game itself. This year’s ads seemed less funny and more sexist than in years past.
Jezebel has a good summary up of some of the particularly unsavory culprits. Also, see Elizabeth’s previous post for a sweet flow chart. Not surprisingly, the majority of the offenders are car and beer manufacturers. The worst ad, in my opinion, was from FloTV.com (not gonna link here), in which a man was rendered “spineless” by his wife and *horror* prevented from watching the game because he was shopping with his wife. I was also disappointed in Dove for creating such a sexist ad depicting more stereotypes than I care to mention. This was especially sad given Dove’s fantastic Campaign for Real Beauty that works to combat these very constraints on women. I guess creating Dove for Men necessitates washing all other efforts for gender equity down the drain (pun intended).
Jezebel also published before the final Bud Light ad aired. This one depicted a woman’s book club discussing a book in which “two women are thrust towards confronting the hardships of war.” One woman’s male partner enters the room with his buddies and proceeds to sexualize the possibility of “two women” and the word “thrust” in one sentence. He also expresses shock at the idea that a group of attractive women could actually read (“I’d like to hear you read some words,” he says to one of the women.) All of the women look on disgusted while the men consume all the beer and cheer about how great book club is for them.
I was underwhelmed by the infamous Tim Tebow ad. I echo Tracy’s sentiment of “that’s what all the fuss was about?” Honestly, I’m much more disturbed by some of the aforementioned ads, or the creepy kids singing about foreign debt in a suspiciously Tea-Party-esque spot.
This year’s ads carried a very overt theme of emasculation at the hands of women (see Elizabeth’s post), as though men are suddenly under attack in our society. This mirrors the current trend (parodied fabulously by The Daily Show last week) in which men, when faced with the possibility of even a semblance of gender equity in the workplace, rush to assert themselves against the onslaught of female domination. 40% of the Super Bowl audience is now women, yet this year’s ads were so overtly sexist, one would almost think the companies did not care what their female/feminist consumers thought. Newsflash: they don’t care, and that’s because they don’t have to. Y’all know my rant on sexism’s inherent link to capitalism, but suffice it to say, this stuff still sells, revealing a deeply systemic sense of patriarchy. Where is the uproar about CBS allowing blatant sexism in advertisements? That’s “advocacy” if I’ve ever seen it – advocacy for the reinforcement of a destructive system of male hegemony.