jamcmullan@watmath.UUCP (Judy McMullan) (06/28/83)
Re: Brad's article, exerpted here:
I recently saw an article in the paper saying some organization had
given out "awards" for the most sexist ads. Their winner was the
Sanyo ad which shows the two twins in spandex rubbing oranges all
over their bodies while a VO talks about VHS recorders. Second
place went to those Diet Pepsi ads that show female models who
haven't the slightest need to drink diet pop as they swim about and
show off their bodies.
On the other side, they awarded Trident gum an award for the least
sexist ad for their spot showing a family of 4 with a woman teaching
her daughter to sail.
Now on to the comment. This really **IRKS** me. It's an example
of how feminists often defeat their own cause in the fight against
sexism. Why is a Trident ad that shows a mother teaching her daughter
something non-sexist? To me it seems that what these people are looking
for is stuff that shows women in a good light, not stuff that emphasizes
equality.
True, a depiction of a mother teaching sailing shows her in a good light.
I also think that showing a mother washing the family's clothes shows her
in a good light. A depiction of a mother teaching sailing shows her in a
OUTSIDE THE HOME. It has her exhibiting complex skills and being ACTIVE.
This is equality in the most desirable, off-hand way. Instead of referring
to men at all (i.e. a man and woman playing a competetive game; a husband
and wife painting the living room together) the ad simply assumes that the
women has these skills and might enjoy the pleasures of sailing herself.
SHE ISN'T TRYING TO TRAP OR KEEP A MAN -- she's just having fun. It is
"non-sexist" because it isn't sexist (like most ads are).
I haven't seen the ad but the description appears to meet another feminist
goal by depicting people who are not necessarily part of a "traditional"
family. There are so many other lifestyles these days and not many are
acknowledged in ads.
--Judy McMullan
...!{allegra|hcr|utzoo|utcsrgv|bunker|decvax}!watmath!jamcmullan