Thursday, November 29, 2012

Sexism Ads

In doing research for topics for this blog, I entered the word 'sexism' into Google. Up came an article showing an old ad for Chase and Sanborn coffee. In the ad, a husband is bending his wife over his lap and spanking her for purchasing the wrong coffee. There's so much wrong with the ad, I'm not even sure where to start. First of all, the man is in the power position and 'punishing' his wife with a spanking as some do with children. Secondly, the wife is, of course, the one responsible for doing to grocery shopping. It applies stereotypes to the roles of both the woman and the man. The woman is serving her family, while the husband is in control.

I believe ads like these are still made, just in a less obvious way. Everywhere we look, we are sent messages about what we should be doing in the role of man/woman. So, the sexist message is less blatant, but still exists.

Here is the image:

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