Tag Archives: portrayal of women

What is discrimination? (Bic Pens for Women)

I saw a commercial for “Bic for her “ pens, designed specifically for women. Ellen DeGeneres criticizes these pens on her show. http://www.huffingtonpost.com/2012/09/11/bic-for-her-commercial-pens-ad-video_n_1872277.html http://www.youtube.com/watch?v=eCyw3prIWhc Ellen makes a mock commercial, in which a girl says that she can’t handle “man pens,” … Continue reading

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Beauty Is Nothing Without Brains

http://www.youtube.com/watch?v=GHX2mvFVQMs This commercial for Mercedes-Benz features a woman in a library who asks for fast food, is made aware that she is in a library, and then proceeds to ask for fast food again in a quieter voice.  The tagline … Continue reading

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“The Axe Effect – Women – Billions”

This commercial advertising Axe deodorant is a disturbing depiction of the objectification of women under the heterosexual male gaze and the glorification of male sexual desire.  In the ad, swarms of tall, thin women with large breasts, long hair, tiny … Continue reading

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FIAT USA Commercial

This Fiat 500 Abarth commercial was shown during the 2012 Super Bowl, which conforms to the heterosexual men’s sexual desires.  A tall, slender, foreign woman is objectified in this commercial.  The young woman catches a man’s attention as she bends over … Continue reading

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