Buzzfeed posted a video mocking the sex appeal frequently used in advertisements by recreating many popular commercials with the use of some good old-fashioned gender role reversal. Here’s the link to their article:
Essentially, they take the over-sexualized actions of female actresses, like laying naked in bed covered in Doritos, or sensually eating a hamburger on the beach, and have a male complete them. As a viewer, it’s funny to see a man try to eat a hamburger as attractively as Sports Illustrated model Nina Agdal.
Then they take the typical male counterpart, mindlessly crunching chips while watching a football game, and have a girl do them.
Gender roles and expectations are heavily engrained in our minds are perpetuated by ads like this. Think back to your high school’s Powder Puff football game. Why was it so funny when the boys cheered on the sidelines, and the girls ran around the field? Women are typically the ones over-sexualized, and males are not.
Aside from sociological thought about gender roles and expectations, let’s think psychologically. What messages are we sending to women? Do these ads reduce our identity to sexual objects that are highly comparable to foods?
The use of sex appeal to sell products is not new, and realistically, it’s not going away anytime soon. Regardless, I think it’s good that Buzzfeed did an article covering this topic, especially in a comedic, entertaining way. By seeing what it’s like when roles are reversed, we can then open discussion to why a video like this is even funny, or even offensive.
Cowie, C. & Rose, M. (15 March, 2014). This Is What Happens When You Replace The Women in Ads With Men. Buzzfeed. Retreieved on March 17, 2014 from http://www.buzzfeed.com/caitlincowie/what-happens-when-you-replace-the-women-in-ads-with-men?bftw