A guest post by Kate. Kate is a freelance writer and full-time law student. Follow her @itscompliKATEd on Twitter.
Superbowl ads are sexist. This is well trod ground: Marketers objectify women and play up stereotypes in order to sell things to (heterosexual) men. But we knew this year was going to be special. This year there was going to be some extra anti-feminist flavor. This year, there was going to be Tim Tebow.
We’ll come back to Tim and his anti-choice ad in a second. But for now, let’s take a look at the companies that decided that it would be a great idea to isolate half the population from their consumer base.
There were fewer half-naked women and dick jokes this year. Instead, the 2010 Superbowl Ad Mantra seemed to have one common theme: “Feeling castrated? . . . by women? Man up.”
Dodge Charger: Man’s Last Stand
A male voice-over starts with a first person monologue of the mundane life of the American male (“I will walk the dog, I will have fruit for breakfast”), as the ad cuts to shots of men staring blankly, blinking at the camera.
“Yeah, life is boring,” you think, “a car could fix that.” But then there’s an eerie crescendo, and it becomes clear that this voice isn’t just listing his gripes with the world, he’s listing his gripes with a person — and not just any person, a woman: “I will say yes, when you want me to say yes . . .I will take your call, I will listen to your opinion of my friends. . . I will be civil to your mother.” Simultaneously the voice-over seems to be getting angrier as the shots get tighter, finally focusing on the twitching eyes of a man in a suit. “Because I do these things, I will drive the car I want to drive.”
The ad is actually frightening. Not only because the voice-over gets more incensed as the tasks get more mundane (putting your underwear in a hamper? you mean being an adult? you think you deserve a car for that?), but because it’s maybe the most explicit misogyny I’ve ever seen in a Superbowl ad. “Feeling emasculated by your wife?” the ad seems to be saying. “Reaching your boiling point? We know you probably want to hit her, but buy a car instead.”
Oh, and did I mention that a television serial-killer (Michael Hall who plays Dexter) does the voice-over? That’s not creepy or violence promoting at all.
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