I like to point out those advertising moments of sexism, but my question is do you believe it effects the mass consciousness? A couple examples. A J C Penney ad for a one day sale from a couple years ago.. father failing miserably trying to control children and begging to know when 'your mother is coming home?' or a recent snapple ad where they are discussing a marketing line, guy comes up with line everyone loves.. woman turns aside and says "we're dating". How disappointing these are to me in this day and age..but does it matter?
I don't like them either, pd. I don't like negative or demeaning portrayals of people or groups, no matter whether in the name of advertising or something else. One would hope, however, that most of us don't take them seriously. With that said, though, I know there are some who do take them as confirmation that their negative thoughts concerning men/women/minorities are correct. Personally, I'd like to see them all go away. No one likes to laugh more than I do, but these are not funny.
I've noticed in sit coms over the years how we've moved from "Father Knows Best" to forms of "Father Knows Nothing". In many it's the kids who have all the brains in the family and speak to adults in ways that would not have been tolerated in the 50's. I don't think either model reflects the way life is for most of us. I don't know why TV likes to pretend they do. I DO know the "wise guy kid" model has made students unsure of where the line is in their relationship with adults. I have to redraw that one for them once in awhile. I don't blame the kids for that. They are going by what they see. I guess the problem is if ads and shows depicted life as it's really lived it wouldn't be entertaining. I agree with Clarity that it, unfortunately, reaffirms some peoples prejudices. Bottom line for me is, don't hang out with people who get their values from TV.
That commercial is proof that all my efforts for two summers has been put to use. Yes, I made silicon. I know who I want in front of me when the plane goes down.
