If Girls Can't Be Sex Objects, Men Can't Be Morons

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By: Dwayne W. Waite Jr.

Sexism in advertising goes both ways. Let's make sure we are clear on that. Nicole Skibola from Forbes wrote this article about gender and ethics in advertising highlighting the pulled "Got Milk PMS" campaign and the Go Daddy Girls. She claims that this sexism towards women consumers is gross and that it should be eradicated with the rise of corporate social responsibility.

I'll do you one better. Let's just totally get rid of gender stereotypes in advertising.

Let's show househusbands that are pretty damn good at cooking and cleaning the house, instead of bumbling fools until the woman of the house comes home to save the day. Let's show a Dad with children at home keeping an orderly house, and not show the kids and household being out of control until Mommy comes home.

Where was the outrage for the Rhaspody commercials where it clearly showed the boyfriend as this "simple" guy with a totally super smart girlfriend that works "all that digital technology stuff"?

So insulting the male intelligence is okay, but once PMS and boobs come into the picture, there's outrage? Please.

(This is off-topic; don't even think of bringing up blacks in advertising. That's the truth.)

So before we get all high and mighty about CSR in the advertising world, we have to bring all perspectives, not just women, into the conversation. Yes, women are now the majority in the U.S. population, and yes, they make the majority of purchasing decisions in certain situations, but how many truly care about gender stereotypes and bias, in general? Clearly the number is few.

I can agree that our advertising culture can change, but not just with how women are portrayed. We can think bigger than that.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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