I apologise for harping on on this issue but a further thought has occured which I believe is more relevant.
The basic premise is that advertising is unnecessarily sexist. That it demeans women and creates an impression that they are available. (Or whatever).
The point about advertising is to sell a product. Advertisers have no other objectives.
The advertiser is acting on behalf of his client whose only objective is to make money and so please his shareholders.
One of the most important tasks any advertiser has to do is called positioning. That is, to have the product associated with a specific lifestyle.
We think of Coca cola and we think of a warm liquid, drunk from a clay mug by miserable people. (?)
Advertisers are often criticised for using scantly clad women to advertise cars.
The target audience for cars is men, between the ages of about 13 and 35. They may be too young to drive at 13, but will be eventually. Over 35 and men, generally, are begining to settle down.
So a target audience of men between 13 and 35.
Now the priority of almost all men between 13 and 35 is sex. You may not like it, but that is how nature made all young men.
Quote9:49 So, the violence, the abuse, is partly the chilling but logical result of this kind of objectification.
Now women are objectified in many ways: a Heineken commercial turns women into a keg of beer. A frat boys dream.
No, that has telling young boys that since they can't get a girlfriend, they can drown their sorrows in the nest best thing, a drug. It's a sad reality that all young boys dream of regular intimacy with a girl, but few achieve it. They aren't called boys for nothing.
Here, she is attempting to demonstrate with an advert, the different manner in which men are objectified.
Quote14:47 It would never happen and nor should it and believe me, this is not the kind of equality I'm fighting for. I don't want them to do this to man any more than to women but I think we can learn something from these two ads - one of which did happen, one of which never would.
She shows a picture of a naked man with his modesty covered by a long, thin towel, to suggest that the towel needs to be long because of the length of his penis. She then compares this to a previous advert which she claims say that women's breasts are always going to be inadequate. Finishing to mirth, 'Just two inches'.
The reality is that a man's penis, much more than most parts of the body, is governed by genetics. Almost all men will have a penis similar to their fathers. The advert highlights the lie that most men seek to maintain that they do in fact have a better penis. They do this to impress women, not other men. The fault here is the expectation of women.
Quote14:58 And that is they show us, very vividly, is that men and women inhabit very different worlds. Men basically don't live in a world in which their bodies are routinely scrutinized, criticised and judged where as women and girls do.
They most certainly do. And their personalities, expectations and weaknesses are judged along with it.
Quote15:49 Women who are considered ugly ar ridiculed in advertising campaigns such as this one for a premium light beer. "Beer Goggles #2".......so there's less danger that the man will hook up with an ugly woman.
The point of the advert is that is it selling a weak beer. The girl is not ugly, she is immature. She presents herself like an immature girl, your sister perhaps. The beer is saying, after drinking this beer you will still have a chance of dating a more mature women.
Quote17:12 And this is the message that girls get when they reach adolescence - that they should disappear.
That doesn't make any sense and contradicts what the speaker has previously siad. She's grasping at straws there.
Quote17:26 Imagine a man going into a clothing store and asking for anything in a size zero.
Well, duh! Imagine any man being encouraged to see themselves as being anything other than next to Alpha male. How many men will walk into a chemist and ask for small size condoms.
This is a stupid comment and one intended to create unnecessary and artificial division.
