Bondage, Cum Shots, Violence -- Sexist Ad Trends That Refuse to Die

They will cling to their privilege and begin defending the ads. They will ask why this post is here. They will wonder why you aren't talking about other things. It's all been said before, it is all stupid. Thank you for this post.

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Ah, feminist aggrievement. Apparently it never ends, as Alex Leo demonstrates again in this exercise in high dudgeon. A couple of thoughts about TV:

-- Where does AARP get off airing wall-to-wall ads on most every channel peddling life insurance? Didn't AARP use to be about helping older people? Isn't it subsidized by the federal government as a nonprofit group? These annoying ads are just one more reason most private insurance -- and most so-called nonprofit groups -- should be banned.

-- It's increasingly obvious that the TV news operations are not allowed to report on certain topics. Example: Obscene defense spending, such as that for the nearly useless F-22 fighter. Each plane costs $350 million so far, with tens of billions already spent. And this boondoggle is just one of dozens ongoing at the Pentagon, which shovels huge amounts of tax money into the pockets of a handful of corporate war profiteers. It's a huge story, but the MSM largely ignore it, preferring to yammer endlessly about politics and missing white girls. I suspect that is not a coincidence.

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There's despair in the ranks of the old seducers, men and women alike. Their style has been discovered and the Id no longer responds so easily as they assumed... .

No reason for optimism, however. In this land of wall to wall habituation to cycles of zeal and enthusiasm and depression and fatigue (that 400-year-old moral economics at the base of our real economic relations), one can only expect the rise of new styles and forms by the new generation of Parasites. Marketing will always exploit desire by any means necessary in order to gain from a transaction. A psychic terrain is always a rich source for extractions of nourishments.

But Parasites are canny and they are patient. As the current Body they feed on retires and dies off, they are in the process of fattening up and nourishing the new Body they will feed upon.

Meantime, we Generous Hosts are giving them plenty of money and breaks in the form of bailouts and such to tide them over until they can complete the process of latching onto the new generation.

Whether vulgar or sophisticated, whether aimed at the crudest or most sublimated instincts, sex and desire will always be exploited at every step of the way.

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We need to let the ad biz do it how they think best. As for people wringing their hands about the exploitation of women, I would recommend holding your fire and spending a month of weekends going out with real young women and see how they really behave. Your views will change. You will in fact conclude: most ads are boring and conservative and don't even come close to capturing what real women are like in real life.

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It must be Retro Day on Alternet.

Overanalyzing ads to find hidden messages about women's oppression...I had to write a paper on that for one of those required freshman courses back in 1987. It looks like you forgot to include the one where the girl is licking a popsicle.

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Apparently these ads did their job: they got attention.

Frankly what's "shocking" here is that advertisers are still having so much fun throwing out new twists on porn cliches. I suppose it's easier than coming up with a genuinely interesting idea...

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If you look at the above D&G ad and immediately think 'gang rape!'...I think it's time for a bit of soul searching.

I'm not saying the advertising industry doesn't use sex to sell things...and there's some good points made in the article, but looking at this from a psychological 'study of how we perceive things' view...you gotta ask yourself if there's something wrong with you if you look at an image like that and 'gang rape!' pops into your mind.

Then there's also something to be said about people seeing what they expect to see...

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No matter what any individual takes away from advertisement,we must remember these agencys get paid to market a product.If I were to see a woman wearing d&g shoes,I wouldn't infer she likes to be gang raped,it is more likely I would think she spent way to much money on shoes......
I believe most of us aren't really that swayed by ads;I dont chain women up when i drink remy....this article is silly.
Imagine truth in advertising,how about Blackwater?
Or KBR? An individuals psychology determines their sexuality not advertisement.....
Raise your children well,raise them smart,in the axe body wash generation,they will see through the dirt.

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Don't buy the product!

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They look snappy clean, but remember your dog washes his face in the Toilet Bowl!

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I sincerely hope not to much is read into the Dickies brand.

It's interesting though--what sorts of ads appeal to folks who place a premium on clothes. My general opinion is that such people have more money (or credit cards, more likely) than sense, but my libertarian instincts hold me down and spank me over the fact that you're entitled to buy anything you want with your money/credit.

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Since when does bondage mean degrading? When are you prudes going to realize that you sound just like the so called "moral majority"?

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Interesting: these are all luxury goods for the well-heeled. And the appeal is to (restoring?)virility and sexiness. "Buy this" and you'll be younger, more desirable, happier, orgasmic, etc. And all the models appear to be in their teens and twenties. These ads are like Viagra for certain consumers.

Cut to "Wrangler" ads featuring Brett Favre playing a pick-up game of touch football. They know their audience too. Lads who just want a rugged pair of cheap, "manly" jeans.

I'm with the reader who says, "Don't buy the product if you don't like the ad."

In fact, maybe we should buy a product only when we truly need it ... and only when the product doesn't insult us with its advertising.

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as I read on. Women like orgasms too? well then why criticise a women who likes multiple partners and say its rape? There's nothing rapish about that ad! And yes I was looking at the woman in the ad she looked like she was having fun to me. Some women actually like having multiple partners at the same time. I know, gasp! And some even like the idea of having cum dripping from their bodies!

WTFU! Stop ascribing your own sexual mores onto the rest of us please. I thought this was supposed to be a liberal/progressive site.

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And I see love........viva la difference

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that'll get their attention

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Yes, female degradation does exist, but not in any of the ads used as examples here. In fact, I'd be hard pressed to find any major ads that are so offensive as to warrant an entire Alternet article. If it's equality that you seek and preach, regurgitated and tired arguments such as this aren't helping. Sometimes, the elephant in the room really isn't an elephant, it's just a shadow.

No where in that D& G ad do I see gang rape.

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Who would have thought that a medium entirely directed toward producing the most inhuman, alienated, and disgusting forms of commodity fetishism would stoop so low as to degrade women???

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For a few minutes, I thought this was a serious piece. Then I read Alex Leo's bio.

This is ironic "humor." Trouble is, it's so subtle as to be difficult to see the humor. The responses make that more than obvious.

Maybe that's the funny part: the author gooning on the responders by deliberately pressing buttons.

Alex Leo, you are a party ANIMAL! That's one dirty mind you've got goin' on!

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http://www.youtube.com/watch?v=poNZmxDb9A8

Been saying this for years-- but the real porno is the stuff coming out of the TV-- has been for years-- at the least porn is more obvious-- no titilation, straight to the point-- unlike these crappy ads that just tease.

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Another offensive ad campaign this year was the Belvedere Vodka "Luxury Reborn" campaign plastered all over my subway stop (Broadway-Lafayette in New York City). The ads feature a girl first putting on lipstick in a man's belt buckle, and the one that really gets me - her looking at the camera, totally frightened - just her face and giant eyes, and next to her face, a bulging male crotch in jeans. They are so offensive. I wrote to the MTA - they said they do not censor the content of their subway ads, and I wrote to Belvedere who never responded. The worst part is - this is the second time in six months the ads have "graced" every wall in my subway stop. ARGH!

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"Our vile desires"? This whole article reeks of puritanism.

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This is Capitalism. The object of capitalism is making maximum profit.

You must know by now that capitalism is amoral, greedy, militaristic, exploitative, repressive, corrupt of values.

Why the surprise?

BTW, Mr. Obama is a shill for this system. Expect no change we can believe in.

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I've actually met several lesbians who dig porn (if its the right stuff) and were mad when I suggested that they felt it was degrading and should be censored.

Do like Sexploitation? How the fuck else do you sell shit like booze and opulent luxury items; have the shit sit quietly in the background like a Winslow Homer still life surrounded by well dressed, happy smiling people as if to say buy this shit and be happy like us. Get fuckin' real!!

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As someone who has endured the "You're not the first" ethic from men, from age 3 on, due to a "hickey" birthmark on my neck, I can believe that ad agencies will perpetrate such an offense, and that men of all ages will purchase the product with a smirk on their faces.

Women's libbers are created by chauvinist pigs. If you don't like feminists and want to blame someone, look in the mirror, guys.

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.. if you leave a spunky ad under your pillow, you'll dream of hot young nubile girls through the night! *~Now make a wish~*

.....
....
...
..
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... But you'll still die alone because you cant please a woman.

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The target market for a lot, if not most, of this crap is urban dwellers with an excess of disposable income. The rest of us would tend to ignore the ads, even if Rebecca of Sunnybrook Farms was doing the football team. We simply don't have the money for or the interest in overpriced junk.

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I cannot for the life of me understand why some people like to play around with bondage and sex like crazy even when a lot of us went through the trouble in the course of history to emancipate !

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big surprise.

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If you really want to go after sexism and degradation of women, take a shot at the Bible (either Testament) or the Koran. Either of these books and their followers do so much more to degrade women than any ad for high heels, perfume or congac. For bonus points, go after the sects of Buddhism that hold that a woman cannot acheive enlightenment - she can only hope to live a pious enough life to be reincarnated as a man who may then become enlightened. By the way, this is a tenet of faith of traditional Tibetan Buddhism.

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Ever seen the movie PCU?

The real college behind that movie is Wesleyan University, the college this author graduated from.

No wonder why her opinions of the ads are off the wall and she is so politically correct.


Perhaps she should have taken some psychology classes, I don't think she has ever heard of the psychological term projection.

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I agree that there are many flavors of sex--and I think it's great. I think pleasure is wonderful. However, we can all agree that the female sex sells more product than the male sex. The TV and paper ads also depict the women as objects of desire. And yes, it's an age old concept that the female body is something to be desired, but every single ad has to depict this? This is what women are growing up with: This is what you are supposed to do--please someone else. Men do not grow up with these images of their sex.

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thinking just kills me--

This is what is leads to:

http://www.youtube.com/watch?v=-bVkx5Nvits

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The writer's cutesy bio at the end of the article speaks loudly to her need to be seen as a hipster-feminist bad-grrrrrl journalista. it's the classic 30-something williamsburg feminist shell-game of wanting it all ways... cute clever snarky prose to show sex-empowered chick-lit cred, but obvious suburban-midwest uptightness in the face of even these corporate-edgy, done-to-death ad memes. As they used to say back in a more direct time, "if you don't like it, don't look at it".

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Sex sells. Sex has always sold. Get over it.

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I interpreted ad as promising hot sex with buff guy if you wear our shoes. person in foreground with a blue blouse is woman imho so I see voyeurism and/or envy in the bystanders: if only I had bought those hot D+G shoes then that other buff guy would have hot sex with me.

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because if it is, it should be tagged as humor. 23/6 seems to be a humor site but I think most of us dumb alternetters are taking objectification of women in advertisting pretty seriously whearas this may be satire too subtle for us.

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What I find even more shocking than these ads are the comments posted in here; I am surprised and saddened that this filth elicits no more than a 'ho-hum', don't you know sex sells?' kind of response from so many posters. Is that the standard? If it sells, if it works it's ok? "If you don't like the ad, don't buy the product" is the kind of response I would expect from a soulless, empty creature...someone so conditioned by a society that worships Money, Sex and Power, the Holy Trinity of American 'culture', that they are unable to recognize or understand where they and their country are headed which is 'straight to hell'. Hold your breath, it won't be long now; when people, men AND women, are used, abused, degraded and sacrificed on the altar of money, greed, sex and power you can be certain that much much worse is just ahead. Put your seatbelt on, it's going to be a very rough ride.

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I'm a 55-year-old Australian male and have never owned a TV, but sometimes I see TV in other places. Yes, there are sexist ads against women, and I condemn them, but from what I've captured, there are more ads that degrade men, portraying males as fools. Books are a similar case -- I was in a shop today and there were calendars and books on display that clearly were aggressively anti-male, and would be illegal in Australia if they were similarly anti-female. Yesterday I was in a government office and all over the walls were posters about domestic violence, depicting it as a male-over-women phenomenon, when this is not a fact. See http://www.csulb.edu/~mfiebert/assault.htm

I'm a progressive, and have always fought for women's rights, but, like many men, I'm totally sick of this 1980s-style crap about sexism being a male thing, when we are surrounded by sexism against men, especially in the media, but also in many women's discourse about men. Western men are more discriminated against, are more imprisoned, are less-represented at universities, and live shorter lives than women. (The feminists tell us that because women live longer lives than men, that's why they deserve the greater proportion of public health funding that they receive over men. Give us a break! You might think we're stupid because Madison Ave says we are, but we're as smart as you.) Most men have woken up to the anti-male propaganda. Time to grow up and look at the statistics, man-haters. You're from the dinosaur age and most men are hip to your bullshite. Your day is past and you are nothing but a yawn. May AlterNet please look at the reality of males in Western cultures? I hope that is not asking too much rationality. I hope AlterNet readers will also look at the facts.

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Men hold the power. The slut has more power over men than the crone. Let her use her power while she has it. Let Dalila cut Sampson's hair. Let the hoar of Babylonia rule. We have seen what men can do.

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is that an old ecofeminist like me never sees these ads, offensive though they are because:
-I don't buy crap like Vogue or Cosmo where they run
- I can't afford the overpriced crap they are selling.
Maybe if we use our brains and stop buying fashion mags because they are an environmental and social black hole, and stop wasting our money on $400 shoes, we could start climbing out of this materialistic nightmare that we seem to have put ourselves in. And give up the McMansions, SUVs and other unneccesary bullshit while we're at it. Then the ads will die of starvation.

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Honey, take it from a 40 year ad exec and sex fiend - you have not lived enough yet to know shit about sex.

MaxPayne - takes him 2yrs of marriage to bust the cherry - that's just plain sick - this guy has lost all rights to comment on sexuality and I sentence him to hooker therapy - one a week until cured of his uptightitis.

Pip Wilson - 55-year-old Australian male and have never owned a TV, yeah sure...lying or so out of touch with real world as to make his social observations have the validity of a recently landed Martian

Alex - our little new-puritan bitch author- VILE - honey I think y'all needs a good old gang bang to loosen you up a bit - I have been involved in swinging for 30 years and I know dozens of women who actively search out multi-partner submissive sex as the only truly fulfilling experience they have. And I can not tell you how many women don't think sex is done until the cum shot and how many love the bukkake games

I was an account executive before this writer's mother reached puberty and the first time I was involved in controversy over an ad's sexual content was a NORTON motorcycles print ad in 1970!!!!!
I was producer of a fashion shoot in the New Orleans City Jail in 1978 that was called pornographic, and some of the stuff that never made the magazine certainly was. Locals even tried to have me arrested.

From 1999 to 2002 I built 30 escort and porn web sites and earned enough to semi retire. Today I and my two girlfriends provide content to some of the top "amateur" sites on the web.

Alex, you need to work on your resume before commenting on that which you are clueless

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OMG. This person finds sexual perversion in everything. This author is so strung out that he/she doesn't even have a definition of sensuality that isn't covered in their definition of obscene. I pity this person who cannot enjoy sensuality. I am not gay, but I can enjoy the sensuality of a male body. Not because I want to have sex with him. And you know what? I'm not a swine so I can do the same with a woman.

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They ain't art pix but thank you for sharing them with me.
Cheers,
Rabbit
Rabbit's Illusions

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So there is a fairly widespread, though hardly universal, sentiment among us that ads of this sort are damaging to the social fabric of America.

Ok, I'll bite. Let's say that's absolutely true.

What roles are appropriate for men and women? It seems to me the author wants to narrow the playing field considerably.

Just as important, what are we going to do to those who deviate from our newly defined norm? Trust me, without enforcement, we're just talking through our hats.

Do we care about freedom of expression? If not, who decides what is permissible speech, and what is not? What criteria will they apply? Who can be trusted with so much power over the rest of us?

Social engineering is a dangerous game. I have never seen an example where the prospective engineers wanted to loosen up state restrictions on freedoms; always it's to tighten the noose around our necks.

Personally, I don't want to go there. I'd rather live in a free-wheeling democracy that sometimes offends me (and trust me, it sometimes does) than in a fascist state.

I think the ads are disgusting, too. But I want no part of a feminist-inspired autocracy. And I think that's the real choice the author has laid before us.

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You tell 'em!

And while we're at it, why not show a link to your work? Maybe this author would like some proof that women can actually enjoy sex.

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Images are open to the viewers interpretation and may or may not always say the same to most people.

I believe your take says more about you than the ads say about general population.

You take some serious leaps in this article. There is not doubt that sex sells and that advertising uses it. But why do you think the face of the woman is of a young child, it is clearly a woman made up and and being sexy, nothing says virgin in that at, the tag lag it self speaks of experience...

As for the Remy Martin I view part of the web site and don't see any putting woman in place, I see woman with power, teasing and controlling the scene. Bondage is a tricky issue to raise as it can be degrading, but also is empowering because in sex play roles the bottom has the power and can pull plug at anytime. If you look at strictly from a non mutual real life kidnap rape scene then you don't understand the people, and realize the trust ect... that really goes into that type of sex play. Plus what in that image says there are putting on a show for some one else??? Nothing, All contact, eye, hands etc.. are to the partner.....

You see rape I see restraint, why do you go farther, why do you assume rape????

I agree a lot of high fashion, and high end products push conservative images and views.

Remember most of know that ads just like games are fantasy and we have the ability to distinguish between reality and fantasy.

Just part of my 0.02

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To me it's quite clear that we don't all see all porn, and sex-related advertising as degrading, and we don't all have the same criteria.

We don't all have the same tastes in sex. If an adult woman (or a man)truly enjoys a sexual practice or game that somebody else considers "degrading", what can we say to that person? Let them do what they want, what is satisfying to them.

If advertising is clearly and unequivocally encouraging violence and brutality, of course, I'm against it. However, we obviously don't all have the same criteria as to what is desirable and undesirable. I don't see it as so cut-and-dried as some other people may.

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These ads simply reflect the depravity of western culture. It is a shame that Europeans are too busy slandering every other race on earth as “savages” or “terrorists” and war mongering to address their own societal ills. You declare yourselves as liberated and superior yet your children are wild self involved deviants. To the person above who said real lives of Americans would make pale these depictions, they are right. Furthermore a great number of these images are promoted by homosexual males who dominate these industries, many of whom devote their lives to making women feel bad about themselves on a scale that even most foaming at the mouth European males would find intolerable.

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I think the problem with these types of images
is the effect they have on women and girls.
They send the message that a women's worth
is based on how she looks (i.e. beautiful,
perfect body, and receptive).

Sure she can have brains and a career, but
she better look *hot* at the same time.

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No one ever got pregnant that way, to my knowledge.

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...if you agree with me that this is at least an authentic opinion from a real woman who is not a prude (i.e., not a troll from a 18 year old guy).

Look, apologies to my fellow Wesleyan graduate (at least thank god I graduated in the hippy era of '71 before the school became the model for the movie "PCU") this article is just basicly warmed over first and second wave feminism who at least seemed to me as much anti-sex ("sex is rape") as anti-porn).

Can we move this discussion forward, or put it back in the rotation of Alternet issues we DON'T really need to debate because we have REAL PROBLEMS in this country now (and I'm speaking of things we think are real problems on Alternet that the mainstream media and public don't, yet, like drug prohibition and ending the ridiculous war on pot smokers.

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ms. leo, the porn industry is rumoured to fetch 50 billion a year. you make no mention of hollywood film, now so riddled with the porn-explicit that it hardly bears mentioning. and check out cable tv for more hbo story porn. advertising isn't merely aping what the larger culture thrives on.. its making money doing the porn thing.

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Hollywood, marketing agencies and other similar industry are saturated with workers that live secular and deviant lifestyles. I am not saying good or bad here, just stating a fact.

The individuals living these lifestyles view and promote product from their perspective. So to see advertisement with child like porn and other non-traditional behaviors being expressed in marketing material should not surprise anyone. Just like MANBA does not surprise anyone in San Francisco.

No news here…

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