"Sex Sells" and Other Offensive Gimmicks That None of Us Ought to Buy

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.