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Sexism in Commercials
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32 / F / Somewhere you're not
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Posted 7/14/09

Akisame-sama wrote:

I was looking at commercials for a Social Studies project, to find a commercial that you think is judgmental to one race/gender, and I found both in one of these microwavable foods commercials.

My favorite line was 'To make a mom's jobs easier'. And all the mom's I saw in there were white. That is demeaning to mom's who have an actual job than staying home and watching kid's, or maybe have to stay home to watch kids because of the child's age or some other factor, and dad's who stay home to watch kids, either by choice or because they must. What do you think of these commercials?


How is it demeaning to moms who work? How is getting a job that pays in money any more respectable than a job that doesn’t pay? Stay at home mothers sacrifice their professional and in many cases social lives for the sake of their children. I’d say this is a very real occupation worthy of more respect than any paying job. Not to mention that it's the better parenting program.
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27 / F / Canada
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Posted 7/14/09
I can't say I've noticed the colour issue (although, I AM in Canada so maybe there are different ads, who knows), but yes, I HAVE noticed the cooking ads centering around women. Like, come on, women aren't the only ones that cook! I was telling my boyfriend that if we get married, I am NOT doing all the fucking cooking, every damn day. NO. That is so sexist! God. The same thing with ads about cleaning, or parenting. It's as though guys don't cook or clean or raise children. That is SO STUPID! >_< And it really pisses me off. It's as though NO PROGRESS has been made since the 1950s. Holy crap.
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32 / F / Somewhere you're not
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Posted 7/14/09

Lionna wrote:

I can't say I've noticed the colour issue (although, I AM in Canada so maybe there are different ads, who knows), but yes, I HAVE noticed the cooking ads centering around women. Like, come on, women aren't the only ones that cook! I was telling my boyfriend that if we get married, I am NOT doing all the fucking cooking, every damn day. NO. That is so sexist! God. The same thing with ads about cleaning, or parenting. It's as though guys don't cook or clean or raise children. That is SO STUPID! >_< And it really pisses me off. It's as though NO PROGRESS has been made since the 1950s. Holy crap.


I think you’re being too sensitive. Women are not the only ones who cook and clean, but studies do show that women are the main consumers of cooking and cleaning supplies. Just like how rugby themed commercials are centered upon the male gender. It’s not that they’re saying only men play rugby, but they are acknowledging the simple statistical fact that men make up the majority of their consumer body. They’re just talking to the people who buy their goods, there’s nothing sexist about that.

Now, where I have noticed sexism in commercials are on channels like “Spike,” and “Lifetime,” respectively nicknamed the “Womanizer Channel,” and the “Man Hater Channel.” Spike degrades women and Lifetime treats them superior to men. I’ve also noticed the degrading of women in beer, axe, condom, and other such commercials. I’ve noticed more sexism against men in commercials about home care and hygiene than anything else. They often, for example, picture a woman working her ass off while her fat, lazy, stinky husband sits on the couch or tracks mud on the carpet she just cleaned. Since the negative stereotype of a man does not help identify with anyone-alienating males rather then drawing females-I do consider this sexist stereotyping.

So far as color goes, I’ve noticed very little racism…
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27 / F / Canada
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Posted 7/17/09

Ahaz wrote:


Lionna wrote:

I can't say I've noticed the colour issue (although, I AM in Canada so maybe there are different ads, who knows), but yes, I HAVE noticed the cooking ads centering around women. Like, come on, women aren't the only ones that cook! I was telling my boyfriend that if we get married, I am NOT doing all the fucking cooking, every damn day. NO. That is so sexist! God. The same thing with ads about cleaning, or parenting. It's as though guys don't cook or clean or raise children. That is SO STUPID! >_< And it really pisses me off. It's as though NO PROGRESS has been made since the 1950s. Holy crap.


I think you’re being too sensitive. Women are not the only ones who cook and clean, but studies do show that women are the main consumers of cooking and cleaning supplies. Just like how rugby themed commercials are centered upon the male gender. It’s not that they’re saying only men play rugby, but they are acknowledging the simple statistical fact that men make up the majority of their consumer body. They’re just talking to the people who buy their goods, there’s nothing sexist about that.

Now, where I have noticed sexism in commercials are on channels like “Spike,” and “Lifetime,” respectively nicknamed the “Womanizer Channel,” and the “Man Hater Channel.” Spike degrades women and Lifetime treats them superior to men. I’ve also noticed the degrading of women in beer, axe, condom, and other such commercials. I’ve noticed more sexism against men in commercials about home care and hygiene than anything else. They often, for example, picture a woman working her ass off while her fat, lazy, stinky husband sits on the couch or tracks mud on the carpet she just cleaned. Since the negative stereotype of a man does not help identify with anyone-alienating males rather then drawing females-I do consider this sexist stereotyping.

So far as color goes, I’ve noticed very little racism…


Yes, I can agree with that. I guess I'm a little more sensitive on the issue because I've studied it pretty extensively for my university courses. So I know what effect it has on our society and on us as individuals.
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