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  • And isn't it ironic, don't you think?

  • Have you noticed this strange trend in TV commercial recently?

  • It's been bothering me for awhile but I haven't quite been able to put a name to it.

  • It's this kinda twisted combination of cynicism and humour

  • with these over the top caricatures and it always ends up being racist and/or sexist.

  • It's really the normalizations of sexism through the use of irony.

  • It's the 'they know that I know that they know that their being sexist'

  • Some terms people have used to describe this is ironic sexism or retro sexism.

  • Retro Sexism is modern attitudes and behaviors that mimic or glorify sexist aspects

  • of the past, often in an ironic way.

  • Let's see an example from Carl's Jr.

  • I know it's over the top and ridiculous to see women marching in American flags to

  • Liberty, Cheeseburgers and the American Dream, and they know that they are

  • over the top and ridiculous and objectifying women but because we all know

  • doesn't mean that it's not sexist.

  • Take for example this new marketing campaign by Mike's Hard Lemonade,

  • where they are attempting to rebrand their product as a more

  • "manly" drink and a less "girly" drink.

  • "Can you believe some guys have never tried Mike's Hard Lemonade because

  • they've seen women drink it?"

  • "We don't have those kinds of issues"

  • "Thank you"

  • "No we don't"

  • "Mike's is a refreshing change of pace to beer but you should enjoy it responsibly"

  • "For example, do you have a designated driver? I could take you home"

  • "Or I could"

  • "Or I could take you both home... Lots of options"

  • See how he's not even pretending to fool us? Like we're all in on this big joke,

  • look how funny it is that he's incompetently and obviously trying to take advantage

  • of these women. We're all supposed to know that he's acting like a scum bag

  • and ha ha isn't it funny.

  • Really, they know that I know that they know that their being sexist.

  • Or what about the good old wandering eyed lying husband and naive wife tropes?

  • "Do you have the extra pacifier?" "Yes"

  • "Do we have enough formula?" "Yes"

  • "Okay here ya go honey... honey... honey"

  • "What are you looking at?"

  • "Need a moment, try the chocolate caramel and fresh cookie crunch of Twix."

  • "I'm looking at potential babysitters so we could spend more time together"

  • "Aw that's so sweet"

  • "When you need a moment, chew it over with Twix"

  • See how obviously and transparently he's lying to his wife. We all recognize that this is

  • ridiculous. This guy is clearly being a jerk and we get to laugh at that

  • but we have the added bonus of being able to laugh at his naive wife who is clearly

  • not seeing his transparent behaviour.

  • Additionally, the advertisers get to use pseudo porn stars in a male fantasy

  • sequence so the audience gets to join the man in oogling the women.

  • And for another example of the naive girlfriend.

  • "Who could that be?"

  • "Oh wow, I'm there for you buddy. That was Brad. He really wants to... vent."

  • "You should go."

  • "Ready to vent?" "Let's vent" "Let's vent!" "Let's vent!!"

  • "Introducing the vented widemouth can from Coor's Light.

  • It let's in air for a smooth refreshing pour."

  • "Is he okay?" "I think we'll be venting a little longer."

  • So you see they know that I know that they know.

  • Women are supposed to laugh at how stupid this girlfriend is while being secure in the

  • knowledge that they'll never make the same mistake. This commercial is set up so that

  • women are laughing at caricatured sexist representations of other women.

  • Ariel Levy describes in her fantastic book "Female Chauvinist Pigs" how women are

  • being trained to be just as raunchy and objectify women just like "one of the guys".

  • We're coerced into doing this instead of aligning ourselves with one another.

  • One of the reasons might be to impress men and I'm gonna guess that

  • pointing out sexism isn't exactly popular with the guys.

  • This next one not only manages to be sexist but also racist at the same time.

  • Is there a CLIO award for that?

  • When a guy can’t get his wanine to put some hallakahiki all over his morabo

  • then he’s gotta go some place else.”

  • Not only is this exotifying and sexualizing Hawaiian culture but she's literally a thing.

  • This brings a whole new meaning to objectifying.

  • Carl's Jr. is infamous for uber ironic sexism in their commercials. Remember this one?

  • “...in the winter when it drizzles, I love Paris in the summer when it sizzles.”

  • Yet somehow women aren't up in arms, they aren't organizing protests

  • and boycotts and online campaigns.

  • Some people might try to defend these ads by saying they are "making fun of sexism"

  • ironically... somehow...

  • Advertisers must believe that the use of irony distances themselves from

  • male chauvinism but that isn't the case.

  • While we think we are in on the joke, the reality is they aren't making fun of

  • or pointing out sexism, they're DOING it.

  • Remember advertisers have one goal and one goal only and that's to sell you a product.

  • Everything else, all the jokes and humour and imagery and everything else

  • is to get you to buy it. The easiest way to do this is to use sexist representations

  • that replicate the status quo and doesn't challenge anything.

  • Marketers love the uber ironic sexist style of advertising because they can use all the

  • racist, sexist, misogynist imagery they want and simultaneously distance

  • themselves from it with a little wink and a nod.

  • So how many examples of retro sexism have you already seen today?

  • And isn't it ironic, don't you think?

And isn't it ironic, don't you think?

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B2 中高級

復古的性別歧視和Uber諷刺廣告 (Retro Sexism and Uber Ironic Advertising)

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    PKJTW 發佈於 2021 年 01 月 14 日
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