Admittedly, I watch too much cable television. However, I may have to cut back just because of the increasing amount of ridiculous material used for commercials lately. Is it just me, or is it getting worse?
For instance, look at these Reebok commercials for their new Easy Tone sneakers (which are supposed to give your butt a workout…) This first one I see all too often on TV:
Oh, but look, here’s another one that’s even better. Essentially, two breasts on a faceless woman gossip about the fact that a butt is getting more attention than them now. How? Because of Reebok’s new Easy Tone sneakers, of course! Feminist blogger Kate Harding brought this one to my attention in an article on Salon.com. (Her commentary is worth reading, as always.)
These brands are marketing their products by objectifying their objects. Oh, and women too. As Harding says: “And what’s edgier or more original than objectifying women?”
Those Reebok commercials have been getting to me for a few months, so it may seem like a delayed reaction to post about it now. But then I saw another pointlessly sexual commercial tonight, which inspired me to bring it all up again:
And no, it doesn’t make it okay that a dominatrix is perceived as “in control.” I ask you, America – Is it really necessary to use a dominatrix in your commercials to get people to eat pistachios? Before you answer, repeat the question to yourself. Hopefully, you’ll realize how ridiculous it is that a question like that need be asked.