Sexist advertisements have always been. Whether they bring more sales or do they just catch and hold our attention. Are they are just the inner thoughts and desires of the men of Madison Avenue seeping out through their creativity? Is this art or the programming of another generation?
We have this conversation all the time. “Sex sells,” he says. “Sex attracts,” I say, “but does that attraction really lead to dollars changing hands?” When it’s all said and done, when the commercial has played or you’ve turned the magazine page, do you want the product? Do you even remember the product? Or are you only left with the impression… the one that was once shocking to you, then accepted, then expected. We’re not really being told what we should buy; we’re being sold on an idea, a lifestyle.
The Herbal Essence shampoo commercial for instance where the women have orgasmic experience while shampooing. Well? Although the commercial was wildly popular, I’ve never purchased the product. The commercial itself did not lead me away from the product, either. I think a coupon probably would’ve appealed to me more.
I think to be moved to purchase by an advertisement I need to see myself in the advertisement– myself as I am, or how I’d like to be. I just don’t see myself in these advertisements. I don’t fit in the picture and so my eyes glaze over unless my husband is watching with me and says, “hey, maybe you should try that shampoo…” Then, all hell breaks loose.