In recent decades, significant progress has been achieved in the struggle for women’s equality. A testament to this is that we see these advertisements—some of which are not older than ten years—and we are left astonished. Nowadays, probably no marketing director would approve a video like any of the ones we are going to show next (except perhaps Axe and a few other exceptions) because public opinion would condemn it.
However, this does not take away from the fact that many still continue to think this way and that there is a long way to go in the pursuit of women’s rights.
On this occasion, we decided to compile a list of old sexist ads from 1940 to the present day. Additionally, we have also gathered some «gems» of recent audiovisual advertising from brands of cars, beverages, fragrances, foods, cleaning products, among others, that serve as examples of how women have been stereotyped and naturally relegated to a role of object for a long time (at the end, bonus track of graphic advertisements):
Although today, major brands focus their campaign efforts on video format, several decades ago, sexist culture also infiltrated society through other communication mediums. Here are some examples of graphic advertisements of sexists ads in the 1950s that today would be hard to justify.
In general, the association of women to the concept of “housewife” was very present in advertising, as we can see.
In this line of thought, the relationship between women and automobiles is present merely as an ornament, because you know, “women can’t drive”.
The cosification of women is present even today so, why wouldn’t it be present in the 20th Century? In this ad from the US Department Satate we can see how women are seen as a prize for the U.S soldiers in World War II. Things been said: “The american dream” was only a dream for american white men.
As a more extreme, and recent, example of sexist advertising, in this clothing advertisement, the brand Dolce & Gabbana simulates a group rape to show the latest models of the collection.
This spot has no justification. Let us think for a moment about the process it took to greenlight this commercial. Who thought it was a good idea?
In the advertisement, one can see a beer atop the back of a naked woman wobbling while having sex with three men, which could also be “simulating” a group rape. Throughout the spot, different hands (those of the men) grab the beer in turns. Finally, the video concludes with the slogan “Share one with a friend” (Share it with your friends) alluding to both the woman and the beer.
It is worth noting that this advertisement was televised until it was removed from broadcast, for obvious reasons.
In this commercial from Heineken, we can see again the predefined roles given to men and women. According to them, the most important part of a house for women is having a giant walk-in wardrobe.
While for men, their maximum goal in life is having a giant fridge where to put all their beers in.
The advertisements for this well-known deodorant have never evolved. Machismo works for them. The video unfolds in an ancient city where angels begin to fall, literally; all are very beautiful women. The inhabitants are amazed by the spectacle.
Suddenly, the angels/women converge towards a young man who is retrieving his parked motorcycle. Upon reaching him, each angel removes their aura, throws it against the ground (referring to abandoning their innocence), and heads towards the young man with the face of a “wild animal” in heat, as if they could not resist the desire caused by the man’s scent. The reason? The young man had applied half a bottle of the new Axe Excite before leaving home.
In this commercial we can see a bunch of men doing “men things” (although there is no need to say that they are doing things that a woman also can do but…okay).
Everytime they try to do something, something bad happens to them, so they only say “I’m good“. That is whenn an off voice says “Men can take anything, except the taste of diet cola, until now. Pepsi Max, the first diet cola, for men” suggesting that diet colas are only for women. Didn’t know sodas had a genre.
This ideal comes from the belief that women can only eat or drink things that keep them slim, or “in line”. Unlike men, who do not suffer this kind of pressure on their physical appearance. comes from the belief that women can only eat or drink things that keep them slim, or “in line”. Unlike men, who do not suffer this kind of pressure on their physical appearance.
The renowned car brand, Alfa Romeo achieved the objectification of women in its fullest expression with this video that compares a woman to a car: “Look at me, touch me, caress me, provoke me, seduce me, control me, protect me, scream at me, relax me,” says a female voice-over while details of the vehicle are shown.
Throughout history, cars have been compared to women: both are admired for their beauty, sought for their design, aesthetics, comforts, ease, the newer the better, the quieter the better. They are displayed as trophies. “If you are going to talk about me, try me,” says the woman’s voice. And while the car’s details are shown, images of a beautiful woman in sensual poses are interspersed. The advertisement equates the woman to an object, something that needs someone to use and manage it (until a better model appears?).
Perfumes are a classic example of machismo, even today. In this case, the brand Paco Rabanne presents a muscular man—the Portuguese model Francisco Henriques—in a room resembling a surveillance room, wearing only jeans. While he walks, admiring himself in the mirror and removing his clothes, a group of women gathers on the other side of the glass, sighing with every move. The advertisement ends when the man fully strips, applies Pure XS splash on his intimate parts, and the group of women faints with excitement.
The scene is quite clear: the alpha male boasting and having his way, while the women are at his mercy acting and living only through what the man does and decides.
In this ad for the swimwear brand misguided, we can see the participants of the reality show, Love Island, clearly objectified and sexualized by wearing bikinis from the brand’s new swimwear line. Throughout the ad, references are made to phrases such as “if you plan to wear clothes this summer, we got you covered… kind of ;)”.
It rapped by the Advertising Standards Authority (ASA).
Photo: Alcoa Aluminum
Your email address will not be published. Required fields are marked *
Δ