25 horribly sexist ads is worth a look if you’re interested in making comparisons of how things used to be and how they are now in the depiction of women in the world of advertising.
Copy such as “Every husband wants his wife to be feminine” in an ad for Demure liquid douche, not to mention Lysol as a remedy for vaginal germs. If you don’t attend to them your husband will reject you and you’ve only got yourself to blame, smelly.
Then there’s the ad for the sturdy Volkswagon’s resistance to dents inevitably inflicted by the wife: “Women are soft and gentle but they hit things.”
My personal favourite is the man with his foot on a woman’s head. Her body, BTW, has been transformed into a tiger skin rug. Wow.
So, are things better or worse for women in the world of advertising? Is it better to be portrayed as a vaginally stinky, germ-ridden bad tempered car smasher who wants a Hoover for Christmas, but on the bright side, knows how to open a sauce bottle by herself, or half naked in your underwear, spreading your legs, sucking on a lollypop and miming an insatiable desire for a penis in every orifice?
Danged if I know.
- Sexist Advertising in Berlusconi’s Italy (mraybould.wordpress.com)
- The Glass Ceiling In Advertising (blogs.forbes.com)