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Sexism project Danny
1.
2. In the following presentation we will take a look at
television commercials for similar and different
products from different sides of the Atlantic ocean.
The point of watching the commercials was to try
and determine whether there is a difference in the
roles of men and women in comparable
commercials depending on whether they were
made in the United states or Europe. We tried to
focus on what we saw as “popular” genres; Beer
cars personal hygiene products etc.
3.
4. European commercial for
mercedes benz. woman
at library ordering fast
food. Beauty is nothing
without brains.
http://www.youtube.com/v/GHX2mvFVQMs?fs=1&hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptac
American commercial for
another German auto
manufacturer. No
specific gender roles,
family setting.
http://www.youtube.com/v/uJgdC6yeROw?
fs=1&hl=en_US"></param><param name="allowFullScreen"
value="true"></param><param name="allowscriptaccess"
value="always"></param><embed
src="http://www.youtube.com/v/uJgdC6yeROw?fs=1&hl=en_US"
type="application/x-shockwave-flash" allowscriptaccess="always"
allowfullscreen="true" width="480" height="385"></embed></object>
5. The Mercedes commercial form Europe is clearly using the
stereotypical idea that blonde women are not as intelligent as other
women. At first glance I thought it was funny. Then I realized that I
was just playing into and subscribing to the stereotype. The second
commercial however seemed to stay much further from any
stereotypes. What it did perpetuate was the idea that men and boys
are, or should be interested and enamored with cars, however other
than that the commercial seemed pretty straight forward and didn’t
play into any stereotypes. Another difference is that the first
commercial is using a woman to sell a car (how they thought
portraying a woman as stupid would help sell cars is beyond me) the
style of the car is a four door wagon so it’s a family luxury vehicle so
I really don’t know what the advertisers were thinking. The second
commercial uses a man woman and a kid to sell a compact 2 door.
So in conclusion I am not sure what to make of it.
6.
7. European cigar commercial, very racey, male
fantasy of two women in a lesbian relationship
commercial with guys playing soccer
http://www.youtube.com/v/jF4-BT9X3s4?fs=1&hl=en_US"></param><param name="allowFullScreen" value="true"></para
Unable to find american cigar ads, tobacco
commercials were banned in the US back in
january of 1971
Similar bans were instituted in europe also, the
bans were done country by country and at different
times.commercial.wmv
8. There really is no assessment of the Cigar
commercials, the fact of the matter is what cigar
commercials that we did find were questionable as to
whether they were authentic or not. Many seemed to
have been made too recently to be real. The videos
are blatantly offensive and make stereotypes seem
like understatements. I debated whether to pull the
cigar slides altogether but decided against it because I
thought it was interesting that something that has
been against the law in most nations worldwide
(tobacco advertising on TV) continues to be created
on the internet.
9.
10. The following is a ukrainian beer commercial
http://www.youtube.com/v/s_CzARnOW6c?
fs=1&hl=en_US"></param><param
name="allowFullScreen" value="true"></param><param
name="allowscriptaccess" value="always"></param><embed
src="http://www.youtube.com/v/s_CzARnOW6c?
fs=1&hl=en_US" type="application/x-shockwave-flash"
allowscriptaccess="always" allowfullscreen="true" width="480"
height="385"></embed></object>
a commercial from Germany
http://www.youtube.com/v/RUy5d5VD6xA?fs=1&hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="
American, anhieser busch , mainly focuses on
tageted campaign ads. Like the wassup guys.
http://www.youtube.com/v/JJmqCKtJnxM?
fs=1&hl=en_US"></param><param
name="allowFullScreen" value="true"></param><param
name="allowscriptaccess" value="always"></param><embed
src="http://www.youtube.com/v/JJmqCKtJnxM?
fs=1&hl=en_US" type="application/x-shockwave-flash"
allowscriptaccess="always" allowfullscreen="true" width="480"
height="385"></embed></object>
http://www.youtube.com/v/WdR6L7KEe2w?
fs=1&hl=en_US"></param><param
name="allowFullScreen" value="true"></param><param
name="allowscriptaccess" value="always"></param><embed
src="http://www.youtube.com/v/WdR6L7KEe2w?
fs=1&hl=en_US" type="application/x-shockwave-flash"
allowscriptaccess="always" allowfullscreen="true" width="480"
height="385"></embed></object>
11. At first thought I assumed that the Beer commercials
would be the worst offenders of the stereotypical
womanizers, using the scantily clad female for to sell
the product. But as it turns out in both European and
American beer commercials seem to be much more
concerned with sports than sex. And in the case of the
“Wassup” guys, the only appearance of women is in the
form of girlfriends. That was true in most of the
European commercials also. The trend seems to me to
be that breweries are using men to sell to men, and
women. Beer is often thought of as a man’s drink, but
the fact of the matter is women drink beer also.
12. While looking for Jean
picture ads in my room,
my mom walked in and
thought I was looking at
porn! This is a Calvin
Klein ad, and believe
me, they get much
worse! I found it
interesting that the guy
on the floor in this
picture doesn’t really
show any specific
gender roles.
14. It came as a shock to me that some of the jean
commercials that I saw did not follow typical
gender roles. In the American jean commercial,
the guy throws rocks at windows and rejects the
attention of attractive females. This makes you
think that he is straying from the path of typical
gender roles, although in the end of the
commercial, you learn that it is only because he
had no pants on, and he needed to get his jeans
back.
15. Axe and Old Spice commercials take the lead in applying typical
gender roles in their advertisements (said with sarcasm), because girls
usually go play in the mud, and men ride horseback shirtless.
17. From what I see in the ads from Old Spice and
Axe, the companies do not always follow typical
gender roles. Although some people think it would
be nice to see an attractive, female covered in
mud, the norm would be a sweaty and smelly
male. In the Chinese advertisement, two girls
washing each other is also an attractive site, but it
doesn’t follow the norm. As for the axe
commercial…no comment.
18. To conclude our presentation, we found no
significant differences between American
commercials and foreign commercials. As a
matter of fact, some of the commercials we found
did not even follow typical gender roles, and it
threw off our analysis on the differences between
American and foreign commercials.
Editor's Notes
The Mercedes commercial form Europe is clearly using the stereotypical idea that blonde women are not as intelligent as other women. At first glance I thought it was funny. Then I realized that I was just playing into and subscribing to the stereotype. The second commercial however seemed to stay much further from any stereotypes. What it did perpetuate was the idea that men and boys are or should be interested and enamored with cars, however other than that the commercial seemed pretty straight forward and didn’t play into any stereotypes. Another difference is that the first commercial is using a woman to sell a car (how they thought portraying a woman as stupid would help sell cars is beyond me) the style of the car is a four door wagon so it’s a family luxury vehicle so I really don’t know what the advertisers were thinking.
