I'm jumping on a band wagon here.
Actually, I've been on for awhile,
and I think I'm here to stay because I find this to be a very
concerning issue. The issue to which I refer is the sexualization of
women and the recent backlash that Carl's Jr. has experienced as a
result of their offensive ads. I haven't seen their most recent ad. I
thought about looking it up, but then realized that was a stupid
thing for me to do. I'm familiar enough with the concept, and if it's
truly as awful as everyone else is purporting, then 1. I don't want
to see it, and 2. I don't want to offer any sort of attention that
could be misconstrued as positive press for the company and marketing
that I'm so against. So, I'm not going to make this about Carl's Jr.
I won't detail their ads or tell you about their food or the fact
that I'm a third generation “We don't eat at Carl's Jr. because of
their advertisements” kind of girl. (Okay, so I'll mention those
things briefly, but it's not my main point.) My reason for writing
this is that this is about more than a company with offensive
commercials. This is a pervasive mentality that is harmful to both
women AND men.
While offensive commercials make me
sad, what makes me is sadder to view the embodiment of the philosophy
that “sex sells.” I find this idea to be revolting. The worst
part? Hard as it may be to avoid offensive commercials, they can be
turned off. What can't be ignored is the fact that there are people
in this world that think that the best way to sell their product is
by exploiting the fact that men are naturally attracted to women. So
they are. It's actually worked to my advantage that my husband likes
the way I look. HOWEVER, he likes me for much more than that, and I
get a little upset by other people and things that try to steal his
attention from me. I find it disgusting that in addition to
insinuating that prostituting the beautiful relationship between
husbands and wives is the best strategy for marketing, companies
utilizing this method are reducing both men and women to shallow
stereotypes.
There are claims that Carl's Jr. hasn't
responded to complaints from women about their advertisements because
women are not their target market. Sick. This tells me that they
think very little of women—and even less of men. While relegating
the worth of women to the attractiveness of their bodies, marketers
are simultaneously sending the message that men aren't worth much
more than their ability to drool over a woman's body and buy a
burger. Neither gender deserves the reputation being offered; we're
better than that.
Saddest of all is the resignation that
many have to these attitudes and their pornographic portrayal in
movies, pictures, magazines, and commercials. Yes, there is a great
deal of smut in the world. No, there is no way that it can all be
avoided. I will certainly be on guard and teach my children how to
handle such images and opinions. I try not to get enraged by images
that offend me because forming an emotional connection makes it
harder to forget. But I'm not going to sit back and allow these awful
things to be said about me, my husband, my family, and my friends,
and I don't think you ought to be okay with it, either. They're
reducing women to their bodies and men to their hormones. Male or
female, don't buy it.