The Super Bowl is generally pretty rampant with commercials littered with sexist attitudes hoping to draw in male stereotypes by exploiting female ones. Maybe this is the first year where I have actually sat through the whole game, but these commercials just screamed out at me this Sunday night.
The first one that really grabbed my attention was the Teleflora commercial with Adriana Lima, a Victoria Secret model. She’s depicted seductively dressing herself… then she says, “Guys, Valentine’s Day isn’t that complicated. Give and you shall receive,” while make alluring eyebrow gestures. Then the screen shows “Happy Valentine’s Day Night” on the screen.
All right, while this is just a flower commercial, it is clearly targeted toward heterosexual males. The implication here is that if you buy a beautiful woman flowers for Valentine’s Day, she will “put out.” That it’s not a hard task to satisfy a woman during Valentine’s Day, and that if you meet that small threshold, you’ll get sex. Not only does this put an unreasonable burden on females for this holiday, the burden of a sexual favor in return for a material object, but also assumes that any man can simply buy their way into relations with a woman. To me, it almost seems to be suggesting that women are objects that can just be bartered for with a vase of flowers…
Additionally, the new Fiat 500 Abarth ad features a woman bending over the on the street being checked out by a man with coffee, initially she’s upset but then changes her mind after slapping him and feeds him coffee foam and drop is on her décolletage. Turn’s out, she’s a car in the end. Then the commercial shows the car riding around the city, blah blah blah. Not only does this insinuate women are products to be bought and literally ridden around the city, but also that objectifying girl only has positive implication. That, when you check out a woman on the street, she will initially be made but then come on to you! What? Way to send confusing messages to men.. Sorry, no actually means no.
Ugh, and I don’t even want to get into the GoDaddy commercials that are featuring a naked women being painted with advertisements. Wow, ridiculous amounts of objectification..
Ever heard of the Lingerie Bowl? Well, I didn’t until one of my roommates told me about this weekend. It’s an alternative Super Bowl option on pay per view where women play. Sounds good huh? Not quite.
This female league is not just an opportunity for women to play football. They are dressed like this—
Even though I’m far from a sporty gal, I’m all for women having football leagues. But, I am not supportive when these talented women are made to become sexual icons that have to dress in LINGERIE to be recognized for their athletic talents. To me, that’s quite a shame. I hope one day we can appreciate these women, not for their bodies to gawk at, but to be enthralled with their competitive success, just as we do with the men in the Super Bowl.