i can't believe the "coke zero" ads they've got on tv at the moment. i've rarely seen such blatant misogynistic crap displayed so openly in advertising. i'm reluctant to give a description if you haven't seen them yet. i'm also no good on you-tube but wouldn't link to a video if there was one available.
but in order to further the discussion, here's a brief description of what the worst one is like (not 100 percent accurate as to wording etc, but i think i've got the general concept covered). this one starts with the title "ideal breakup", with our guy sitting opposite his plainish girlfriend who says something like "you want to break up?" in a pathetic voice. he then takes a pull of coke zero & she turns into a hot busty woman telling him it's perfectly fine for him to break up with her, he should be able to have as many women as he wants, he shouldn't have to be limited to one woman. while she says this lots of hot, scantily clad women are all over him or dancing in the background. next shot is outside, him taking off on his motorbike with at least 5 of these hotties tied on to his bike water-skiing style, whom he pulls along.
maybe it's just me, but i felt really sick watching this. it seemed to be definitive proof that men really hate us - at least men in advertising do. and yes, i'm sure it's all supposed to be just one big joke, and i'm just a sour, bitter, killjoy who takes things far too seriously. but truly, it seems that advertisers are in a race to the bottom, to see who can push the boundaries of offensiveness as far as possible.
and for good reason. any formal complaint about an ad gives them hundreds of thousands of dollars of free publicity. they get to go on tv & radio to complain about the PC police who are clamping down on freedom of expression; about how ridiculously sensitive some peole can be; or my favourite (used extensively for that ad where the husband & wife are physically assaulting each other for use of the 4WD) about how a small number of killjoys are preventing the rest of us from enjoying a good joke - the old "tail-wagging-the-dog" argument, because there were only 16 complaints causing the ad to be pulled & thus spoiling life for the rest of us.
on top of that, talkback hosts and other media commentators spend endless time telling us what a terrible society we have when such ads can't play any more. by the time the brouhaha is over, they've garnered so much more publicity than they would have received just from playing the ad.
but if no-one complains, the ads keep getting worse because they want to keep pushing that boundary until someone does complain. either way, we can't win. and the offensiveness is particularly designed around sexism, because as a society, we now seem to have a lower tolerance for racism (thank goodness). but treating women like brainless sexbots or nagging control freaks is apparently ok. it's somehow easier to use the "PC police, can't take a joke line" when it comes to women.
any ideas of how we can fight back against this stuff? cos i'm pretty much all out of ideas and feeling pretty powerless against it all.