Retro Sexism and Uber Ironic Advertising

[pcg13]

And this is what I'm going to use every time someone defends the Dr Pepper 10 adds to me. Thank you.

[caitpicc1]

Have you seen the Dr. Pepper 10 commercial? It is literally the worst one I have seen in years. The slogan for the drink is: "It's not for women!" Who in the world thought that was a good advertising idea?

[PiKalolz]

Just curious. Is that a green screen behind you?

[feministfrequency]

@PiKalolz No it's not.

[DroidNoir]

I have seen a few ads like that but I never saw the underlying sexist thematics, I only saw them as harmless humor and they actually worked, well at least some of them but this has definitely been an eye opener.

[europegirlh2o]

The book quote really opened my eyes. I often say things in front of guys that objectify women, thinking that this will somehow make me "cool" in their eyes, but if I ever objectify a guy, I'm seen as a shallow and easy girl.

[MellyEmmyxx]

Lynx adverts are ridiculous. really really sexist

[SpizzTrizzOpinions]

And I used to think this was all ok, but then while watching this video, I realise, that it's the act of trying to BE sexist.....without actually BEING sexist (supposably), that's something I'd like to call pseudo-comedy, ALTHOUGH! There ARE shows like Family Guy that DO ACTUALLY portray various prejudices in a very obvious and absurd manner, while I DO beleive that comedy can be used to make fun of everything negative about our world, there IS a point where it turns into "pseudo-comedy"

[feministfrequency]

@SpizzTrizzOpinions I think Family Guy (and South Park et al) are the BIGGEST culprits of retro/ironic sexism. They do nothing but make fun of everyone and everything and hide behind the false idea of "equal opportunity offender." They are actively perpetuating all the oppressive stereotypes and some folks will actually defend it as "commentary".

[CARL40A]

At 1:20 in the Mike's video, the people in the background suddenly disappear and a woman in a lawn chair falls over. This subliminally implies that the two young women have been drinking for a time, the men haven't, and the women may now be easily seducible. I now agree that this commercial is sleazy. At first I thought, being uncoerced and undeceived the woman were not taken advantage of, but maybe the ad implies female drinkers will unknowingly get drunk drinking Mike's.

[scottandrewhutchins]

These are horrible commercials that reinforce horrid gender stereotypes of men as well as women. I've started to see complaints pop up about advertising on change.org over the past year, although I'm not sure that demanding apologies is doing much to curb the problem. they're going to keep doing what they think sells, just like Kanye West, and until people stop buying, they're going to continue.

[rosiisqueer]

spot on. this trend is fucking disturbing.

fuck dockers, fuck snickers, fuck so many beer companies, fuck chevrolet, fuck old spice, etc.

brian safi touches on this too. search: "infoMania 8.5.2010 Sneak Peek: Sissy Commercials: That's Gay"

[MizuTakishima3]

Oh my gosh I would rage so hard at these commercials. I never bring them up though because they're always just commercials and any response I would get out of people would be like "Well yeah, but the world is still sexist nowadays" or that we're just living in a man's world and there's nothing we can do about it =\

Thanks for making this video though. Next time if I feel the need to rage about it, I'll just share this on tumblr! :D

[GwenwynBright]

Sexism bugs the hell outta me, but most people aren't aware when they're being sexist (male or female). I think its because sexism and stereotypes are just convenient schemas through which we see the world. We say 'obviously people aren't ALL like that' in a wink wink way, while perpetuating the system. The way out is to be anxious and hyperalert or stop being human. I don't know that there is truly a way to de-role people, especially so long as ANY kind of tendency exists.

[Dipstikk]

I agree, these commercials don't do anything more than perpetuate sexism. They aren't ironic, they're blatant. Anyone who says they are will inevitably follow their defense up with "you're being too PC," which is really code for "you're not allowed to take these things seriously or question because that may cause me to confront my own sexism." We aren't meant to be in on the joke, so much as we're bullied into going along with it even if it disgusts us.

[WickedKatze]

Ugh, see, this is why I can't stand Twix commercials. The vast majority of them are like this, like the one where the guy gets a sexy text from "Terry" and passes it off as his boss, or where the woman asks a loaded question about watching football on Sundays. I want to slap some sense into whoever approved them.

[359lillian]

The truth is,The media is using male AND female sexism,racism,etc. to sell their products! Like porn in general, male and female sexism and racism are for sale their highly profitable! These 'Double Standerds' are something that SHOULD NOT continue! Stand up and fight for BOTH men's rights and women's rights!

[ermhm]

I just love your sharp analyses and humour! Retro sexism has been bugging me for a while. In my country it's super normal and it's everywhere, and it makes me sick. Not only does it do everything you pointed out, it also puts pressure on men, presenting them as if they were some kind of neanderthal subculture, trying to make these commercial morons cool, telling us it's the normal way to go. Thank you for another great video.

[MaximumCheeseage]

If other women won't get openly mad about these things and will ignore them to fit in, nothing is ever going to change. It's a culture that women as a group are almost allowing, because they largely won't get involved in stopping it. You know as soon as anyone goes out of their way to campaign against it you'll get branded as a feminazi dyke and will back down immediately. One thing that makes me feel a bit better though is that all the decent guys I know are embarrassed by these ads.

[sailorstar165]

I remember my teacher in "Female Heroes and Superheroes" class mentioning a marketting theory that the product isn't the thing being sold, it's the woman. Men buy the product to get the "perfect" objectified woman while women buy the product to be the "perfect" objectified woman men want. This just proves that theory even more.

[rosiespaz]

Everyone has already made so many good and true points that I'd just like to say: the sound effects in the advert which sexualises and appropriates Hawaiian culture are DISGUSTING.

[ckidlove]

@rosiespaz That damn commerical is just gross on all levels. >:-(

[tubeofmine]

Thanks! I've been wanting to write about these ads and other stuff in our culture today that are taking us back to the middle ages. But its hard to put it all in perspective and drive the point home for those who are just not aware. Great channel!

[punchdrunkatheist]

You nailed this one. And just wanted to say that while I don't fully agree with everything you say, mainly because I think there are deeper issues causing the inequality, I think your bringing this awareness is incredibly useful. More people, of both genders should really start paying attention to these things. It's making us all have needless conflict, with ourselves and our identities as human beings.

[PompamooseMagique]

I think part of the problem in this case is that people defending said commercials as "ironic" don't really understand what irony actually is (which in itself is ironic). And as you point out, advertisers aren't trying to make you think about sexism, they're trying to sell you shit.

[CmdrRipley]

I wish I could put my anger in words like you do. Keep it up, you're great!

[PassionlessPointless]

Thankyou for speaking about this. I'm glad that people are similarly disgusted

by this advertising and are actually speaking out publically against it. (and everyone should read Ariel Levy's book because it is awesome).

[xxxmikanbouyaxxx]

A lot of the Twix "need a moment, chew it over with Twix" commercials are sexist, and seem to always portray the guy as a cheater/ unloyal. When the guys say "potential babysitters" or "oh, that was my boss Larry who called" and some others. I LOATHE Axe commercials and their sexist portrayel of women. Stuff stinks too, my ex wore Axe body spray. I hate how people say "oh, it is just ironic, making fun of sexism." Um, no, it is being sexist. :p

[notthatbasic]

A lot of that ironic sexism can be seen outside of advertising as well.

The Twix commercials anger me every time I see them. I love the product, but I can't stand to buy it because of the commercials.

[UniversalKiwi]

If having a sense of humour means I have to laugh at such sexist things, I want to be the most humourless person on this planet.

[Alexus1325]

The last time I watched TV on a regular basis, I had CTV and Global thanks to my $12 rabbit ear antenna... Now I just stream whatever I want to watch. You don't really think about these things when you're not exposed to them in great, glowing abundance. Great vids, got here from Sociological Images :D

[lafeminista11]

Stellar use of Levy's work. I find that so disgusting about alcohol commercials in particular. So not ironic or funny. So many from our generation think that it's great to laugh along, but once again, feminists get stuck in the position of "not being able to take a joke." Clearly, the solution is more feminist comics who can create comedy that challenges the status quo, not replicating it with so-called irony.

Fantastic video.

[ToruKun1]

Yeah, this ironic-hipster racism is just a toxic after-effect of hipster privilege, like, "I'm making a sexist/racist/homophobic/etc. joke but since I'm a hipster and therefore liberal it's TOTES OKAY 'CUZ AS A LIBRUL I COULD NEVAR REALLY BE LIEK THAT U GUIZE!!"

Ugh, I'm so sick of it.

[DrAmazing]

This is something I've seen a lot without really noticing it. I've definitely laughed at the Twix one. I'd say it's just a larger trend of ads wanting to show consumers of their product as being smart. For every ad like the Twix, there's one with a stupid boyfriend or husband being shown up by a woman

I don't really agree with the Mike's ad. The guys didn't seem scummy so much as inept at flirting. If anything, the "ironic" obviousness of it makes their intentions more up front and less sneaky.

[MsGuessit]

@DrAmazing Oh give me a break. I'm so tired of hearing privileged men whining about how sexism hurts them just as much as women. Excuse me if I don't shed tears because men(especially white, cisgendered, middle-class men) "suffer too"! Patriarchy benefits men and delegates women as subhuman- valuable only as sex objects. Even those stupid boyfriends and husbands are seen as more sympathetic characters than the slim, sexy, and neurotic women. The guys are always "lovable". The women, not so much

[RosefulEvelyns]

There are also alot of advertisements depicting women cleaning or taking care of kids. You never see men doing these things in commercials. It goes alot deeper and more subtle than just this. If you look and pay attention stereotypes are everywhere in advertisements.

[vaguelyhumanoid]

The most prominent example I can think of actually isn't an ad, it's a song: Sexy Bitch, by David Guetta and Akon.

[annahpanna]

yeah this is just like those jokes about women making sandwiches and "go back to the kitchen" and whatever.. even though everyone knows it's a joke, it doesn't make it less sexist or offensive cause they're just helping make the stereotypes permanent.. and some people take it too far and start getting the jokes and reality mixed up, like my little brother uses those types of insults when we're fighting and he never did before he started hearing all those jokes.

[EmpressJudge13]

Oh, wow, the Twix commercials are, without exaggeration, the absolute worst of this kind. To the point where I don't even think its an attempt at "irony". I used to love Twix. Now I can't even eat them because if I start to buy one I'll think of that ad at the wedding (about how the bride shouldn't be wearing white, har har har) or the one at the coffee shop (blegh!). Thanks for bringing this up. Do you plan to make more videos soon? I just subscribed.

[Snargaluffpod]

I know exactly what you're talking I'm a gamer and therefore have a lot of guy friends. One of them keeps making sexist comments that are apparently supposed to be funny, he will comment on my driving because I'm a girl and make these offhand "back to the kitchen" remarks and I'm supposed to find it funny. But to me there is no difference to being sexist and just acting sexist in order to be funny or whatever. And those jokes really piss me off.

[piewackett1]

Alcohol IS the most common date rape drug of all time.

Noticed the sane trend of "ironic" sexism in TV shows like Eastbound and Down? Not ironic, just straight sexist. I'm terrified for young women and girls today. Pop culture is just that more anti-woman than is was 30 years ago. It is also perniciously injected everywhere.



[ZeMostAmazing]

if I see one more fan page on Facebook about getting back in the kitchen, I'm going to punch whoever guy joined it.

[0Angel0A]

I think part of the problem is that precisely because we've made advances for equality, everyone assumes "it's over," or "it's good enough." With that mentality, everyone feels now it's not "real sexism" because there's already been feminist work to show for [cue being ironic about making those xenophobic one-liners]. Yes, we'll have a good laugh now at women jokes, but it's okay since feminism "did its job."

We won't win a race by walking off one foot from the finish line, society.

[EmpressJudge13]

@0Angel0A Exactly! Everywhere I turn all I hear is "what are these feminists still bitching about? we gave 'em the vote and all that other crap. pipe down, already, amirite?" It's especially maddening when I hear it from other women.

[SazzyIsSnazzy]

I get so frustrated when I hear girls saying things about how feminism is stupid, but I notice I only hear them saying those things when they're talking to guys...Maybe guys think these girls are cool and laid back or whatever, but as a woman, I find it disturbing.

[CrazedPeeling]

"That's what she said"

Most people are on board with that saying. I am very sick of it.

[Littlegoose65]

Did you get the permission of the ad-creators before using their material?

[feministfrequency]

@Littlegoose65 As stated at the end of the video, the clips constitute a fair use of any copyrighted material as provided for in section 107 of the US copyright law.

[ThusSprachScotty]

@feministfrequency

Fair use, indeed. Besides, what type of question is that? It sounds to me like that person is looking for some way to remove a video they don't agree with. 

[mzzzhedison]

@Littlegoose65 You don't need permission from any copyrighted material using it in this way.

[ArcaneSky]

I'm going to totally agree with you, but also shed some light on the flip side. I as a male have to deal with the sexism permeated towards my own gender now in advertisements and television. Just look at how stupid those guys are portrayed as. These are guys that want nothing out of long term meaningful relationships and instead just want alcohol and sex; which is not what a majority of guys want. While you sit there and mock another woman, I have to sit there are try and empathize with that BS.

[feministfrequency]

@ArcaneSky In a talk a few years ago by Jean Kilbourne she discusses how male representations in the media are bad but it is almost always men who are married or "tied" to women. I believe she used the sarcastic phrase "men are contaminated by being in a relationship with women". I completely agree that the representation of men is unacceptable, but men most often look stupid, dopey etc when it has to do with being in a relationship.

[jollyyellow]

@feministfrequency I have to somewhat disagree with that. In a lot of shows and movies where single guys and married/in a relationship guys are friends things may start off with the single guys looking golden but most of the time in the end the lesson is that being married/in a relationship is the greatest thing in the world the single guy is living a hollow existence. These days a lot of those shows tend to be of the "oh she's perfect but puts up with that idiot" type.

[prettyinthenightime]

@ArcaneSky But who exactly makes the men in ads look stupid? Do women do that? I don't think so. The power dynamics in business are such that it's men who get the say (i.e. the CEOs of those companies are usually men, right?), so unfortunately it's men stereotyping .. other men. Which is one of the ways patriarchy harms men too. Promoting "dudebro" culture is harmful to men, though it's men themselves who promote this, sadly.

[copyrigger]

I love your videos, I'm checking you're channel almost everyday to see if you put a new video on there! I am a man and I love this new perspective on things I never gave a thought.

[feministfrequency]

@copyrigger I wish I was putting videos up on a daily basis! If you subscribe to my youtube channel you will get a notification automatically!

[ohthesovietkitsch]

Yes, yes, a thousand times yes.

There is pretty much nothing else I can add - you've got my reaction/thoughts on this down. Keep up the good work.

[xheaddesk]

you put a name to what i've seen a lot recently, which is the increase of 'get back to the kitchen' joke groups on facebook. many of my friends, including girls join these to laugh at the over-the-topness of this ironic sexism but then you see that a lot of the members actually started taking it seriously, especially guys, which makes me a bit :/.

[feministfrequency]

@xheaddesk I get *so* many of those comments on my videos on a daily basis, it's really quite unbelievable and whether those men (and the few women you mentioned) think it's funny it is so strongly rooted in misogyny that there is no way to separate it from sexism.

[00GreyEyedGirl00]

@xheaddesk I see those too and it upsets me as well. It's like the people that join those groups think the battle is over and can now be laughed at over a cup of tea. Not true. And even when it is over it shouldn't be laughed about, it should be shunned.

[ambientmind23]

thank you! and i don't know that they DO know. i think they've forgotten and, as you say, normalized this behaviour. this is so inundating contemporary culture that it's not just women who should be up in arms but all humankind.

[erik11235]

What do you think of the Old spice commercials? Would be intressting to hear your thoughts about them.

[feministfrequency]

@erik11235 I think they are a great example of Retro Sexism. I don't like them and I don't know what all the fuss was about.

[jumpoutatree]

Isn't this all pretty much reduceable to the "Boys will be boys" attitude that has prevailed in mass culture pretty much since the advent of a mass culture? On the flip side, there also exists the depressing trope of "Smart Girl, Dumb Guy", which is so pervasive that it defines just about every other commercial on television. A lot of ads actually blend the two, which results in the reinforcement of a really depressing psychological starting point for heterosexual relationships.

[piewackett1]

I call these commercial and TV shows Pseudo-satire. I like your analysis, but if you break it down, it's just the same old sexism and racism that patriarchy tweaks every few years.Example;

[Fintin]

3:40 "And I'm gonna guess that pointing out sexism isn't exactly popular with the guys."

No, it isn't. I can say that both from recent experience with some of my friends, and from past experience being one of those guys. Thanks for making these videos. Society desperately needs criticism of internalised sexism to become more widespread.

[FatherTime89]

You really need to be more concise I lost track. But watching all these ads without the commentary, I noticed that it was all women acting stupid. I can see tons of those featuring anyone.

[babileilei]

I totally feel that way about those stupid Twix commericals. I'm disgusted every time I see them. The first time they should it, I was all, "Yeah, that's not really funny." Then they just kept making them. I wouldn't even consider myself a feminist, but I'm to the point where I can't help but think, "why have these not been banned, yet?" It doesn't help that I hate Twix, either, heh.

But seriously, enough with the sexist Twix commercials! (The other ones, I haven't really seen.)

[PetiteOzma]

Thank you for posting this video well I don't think we get the Carls Jr. stuff in Canada I hate those twix commercials... I've also seen some confusion on a comic (I have a blog on feminism and queer topics in comics) called "Empowered" Empowered gets her costume torn to shreds in each issue, and usually ends up in bondage bu a lot of people think she's positive cause she's got good traits, never gives up and a good supporting cast and the comic knows that we know, that...

[unsorted1138]

Nice one - I think you've explained it really well.

[kvinnogatan]

Thank you so much for this! I just came home from a really interesting class I had today, but oh my god, this is the best knowledge and facts I've gotten all day! I want more vids! More, more!

[cjstone1992]

3:34 - it sucks that "male" has to be the default. >:(

[GirlyVoice]

Good stuff, I can see how this kind of humor is partially a sign of improvement i.e. that sexism is noticed and considered serious enough that it can be taken as an implicit premise that its wrong. But yeah, its a fine line and its not something I'm comfortable in advertising!

[FizzyMcPhysics]

I don't think we get this sort of thing in the UK I'm glad to say...

[feministfrequency]

@FizzyMcPhysics really?  I've seen some really offensive commercials out of Europe but I don't remember if they were retro sexist or not. Let me know if you run across any.

[BoundlessEyes]

@feministfrequency I completely disagree with Fizzy. I live in London and I can't walk past a bill-board without cringing.

This is the first time I've seen this channel. Thank you for a breath of fresh air. I've been making feminist vids for over a year but this is fantastically unapologetic and rational.

Amazing work, sister.

[ohthesovietkitsch]

@FizzyMcPhysics Perhaps not of the calibre of the examples in this video, but, um, oh boy do we. And, yes, I am British. I also own a tv.

[lindsayharmony0]

Another excellent video! And I'm glad you mentioned Ariel Levy's fantastic book!

[extmusc4afilm]

I love these clips. Thank you so much. We show them at our Feminist group at Columbia all the time. Keep up the amazing work!

[blackwhimsy]

On to the topic:.I'm old enough to recall when tv ad sexism WASN'T ironic.I recall deconstructing sexist washing powder ads in High School in 1981.(If u think US ads are bad,check out 30 yrs of Australian ads on YT.)I lived to see many of the worst disappear off tv as 'old-fashioned'.To see many creeping back via the back door of hip 'irony' is depressing.If u object ur an 'humorless feminist looking to be offended'.No people-pleasing woman wants that tag & thus the criticisms remain unsaid.

[blackwhimsy]

1st off,thank u so much for being here! I'm 43 & watch in dismay as despite enjoying many of the freedoms (equal pay,entry into once male-dominated professions etc) that their Baby boomer mothers fought for,the many Gen Y women who refuse to ID as feminist lest they be tarred with the 'plain butch lesbian who hates men ' stereotype.If I hear"I'm not a feminist but" I almost weep.Thank u for being proudly feminist in its truest sense-ending entrenched dehumanizing inequality based on gender.

[djchristopherblue]

For real though!!

[AutonomousAutomaton]

Another term for this phenomenon is "enlightened sexism." There's a whole book about it.

[gumbo2]

Whats ironic about that twix add; is that he goes from oogling the girls to basically telling his wife he was both oogling them and trying to figure out a way to get them in his house.....considering that she seemed to be totally aware of what was up with him prior to asking him that question, he really only should have got himself in an even worse place with her.

As for why there aren't protests; might be because its not shown to be a good thing, simply that it is.

[rebelliouspixels]

@gumbo2 - Whats not shown to be a good thing? That ad is targeted at male viewers and the dude is a "hero" of the ad for coming up with a "clever" response to defend himself. Men (and some women) watching this ad are supposed to like him since he is clear meant to be that "likable looser prankster" Adam Sander type character.

[ninekinds]

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

Unfortunately a good deal of it, especially since I watched Glee tonight. Glee is constantly using retro racism/sexism to advance the plot or make a joke. I've also seen this called hipster racism/sexism.

[slamcrank]

Great video... I think you really got to the root of the problem towards the end - in that, marketing is the problem-purpetrator. Sexism (while it is a problem) is the problematic tool that marketing uses... over and over and over again. It's always been this way. And it's always been disgusting. As Bill Hicks once pointed out, if coca-cola COULD, they WOULD have a naked woman in an ad saying "drink coke". Marketing is truly disgusting. Thanks for all you do FF!

[cannedkitty]

So refreshing to see someone who just 'gets it' and sees through all the bullshit.

Sadly I feel like we are a dwindling minority here :(

[loewenclass]

Win.

[lucifer1343]

You are my hero. I wish there were more women like you/us in the world. Please keep making these videos.

[synonomy]

Reading that book atm, it's truly awesome.

[Viva711711]

Thank you. This sort of critical analysis of sexism in advertising gives me some hope. As a female, I am continually discouraged by how women or men's relationships with women are portrayed in a disparaging or exploitative manner in advertising and the media.

I truly appreciate these videos.

[LogicianJackal]

Yeah, I don't get why being flagrantly sexist is supposed to make it ironic and therefore ok. I don't watch much TV, but Mike's Hard Lemonade and the Ax Body Spray both advertise on The Daily Show's online content. I get so pissed off at the way they use women's bodies to sell their crap in their commercials. I will never buy their products.

[adgreene413]

@LogicianJackal Its' great that you hate Axe body spray, but I just wanted to let you know, so that you can help spread the word, that axe is owned by Unilever. The same company that pushes Dove skin care products. It's horrible how the same company can tell women they are beautiful any shape, size or skin color; yet they tell men that they can spray themselves with Axe to get hot chicks... that don't look like the dove models at all!

[personette9]

I agree with you on your opinion to this blatantly obvious exploition of sexism.

In the UK, we don't see it as frequently, but it is definately there. What astounds me though (as a woman) is how these adverts portray the woman as the boring, gullible burden on the man, that somehow the man has to (for want of a better phrase) heroically fool the woman.

I'm glad you put words to this sort of advertisment, thankyou.

[gwenthehuman]

A tidy sum-up of the ways advertisers are selling old fashioned sexism while hiding behind the rather sheer veil of irony. Well put and welcome.

I just put Female Chauvinist Pig in my cart, please keep up the book recommendations, they are much appreciated.

[iwantcandy2]

Well said. I'll have to read that female chavinist pig book.

[MirandaZ2000]

I am so glad you are here, verbalizing exactly what I have been thinking watching these commercials.

Regarding the Female Chauvinist Pigs, and the question as to why more women don't protest these annoying models of "femininity = stupidity"... my friends and I call it the "Good Sport Syndrome." A lot of women are terrified of being a "Bad Sport," or "The Bad Girlfriend," etc. The "Bad Sport" would complain about her boyfriend going to a strip club, but The "Good Sport" would go with him,etc

[Viva711711]

@MirandaZ2000 Couldn't you also say that the boyfriend is being the "bad sport" for going to a strip club? I have never understood how some women can tolerate their boyfriends or husbands going to strip clubs. If there ever was a "bad sport" in a relationship, then it would be the person who continually looks for sexual gratification from anyone other than her/his partner.

[ferriswheeljunkie]

@MirandaZ2000 yes! we don't want to be the nagger, or the one without a "sense of humour", so we must laugh along or be rejected.

[00GreyEyedGirl00]

@MirandaZ2000 I know what you mean. I think that has to do with the idea our culture puts in girls heads at a young age that they must always be in some kind of a relationship with a man and to stay in that relationship as long as possible; the end of a relationship symbolizes failure on the woman's part.