Here is a refreshing change from the overwhelming amount of sexist advertising we see daily. I love these commercials. They advertise to women not as "the other sex," but as "a consumer." They are also damn funny, and I think a lot of the humor has to do with the fact that they're not trying to dumb anything down by using only situations they think we can "relate to" as women; which, in the mind of the mass media, generally means unintelligent discussions of beauty, weight, crushes, relationships, marriage, mothering, gossip, and oh- chocolate. Both commercials talk to women like they are *gasp* normal people with *gaaaasp* a sense of humor. The second one also portrays a woman as an (hilarious) individual (not a stereotype) without making a big deal about it, like it's an anomaly. I approve.
Clear Blue Commercial:
Verizon Commercial:
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I've always loved that Clearblue ad! It's so refreshing to see a commercial geared towards female consumers that isn't all, "Our product comes in pastel colors and has flowers on it! Women love those things!" or "Look at these women who have no personalities and only discuss super boring things like shoes and how annoying their husbands are! They're just like you!" or, my personal least favorite, "Look at these women who enjoy eating chocolate and yogurt! But make sure you notice that they think they're indulging in guilty pleasures, because women are always on diets so they should feel guilty about enjoying food!" The Clearblue ad is actually genuinely funny and not all "girlified." And, at least to me, it seems like it's parodying the commercials targeted towards men that tend to be all slow-motion and action-shots and talking about what a sleek design the product has, or how efficient it is, while intense rock and roll plays in the background to show that this product is for MANLY MEN.
I always liked the first one. "Without a doubt the most sophisticated piece of technology you will ever pee on" hehe.
I'm not sure I get the second one though. Was her sister not talking to her because she was distracted by her phone the whole time?
I think its because she was watching her phone and not paying any attention. She also wiped her mouth on the baby garb.
I loved the second one. I'm young enough where I dont have to attend any baby showers, but I think thats how I'll feel when I have too.
I have always liked that Clear Blue pregnancy test one too.
I dunno... I get the feeling that the pregnancy test ad *seems* to be geared towards women as consumers because its actually directed towards ... men... ?! ... who may be guited into doing the 'pregnancy test run' ...
however:
(1) my only proof of that is unfounded stereotypes of ads that target men.
(2) I really think that ad was funny too and
x L x
*guilted
PS altho Electric's idea that it's a parody also has some kudos..........
I think what leaves me most impressed is that even beyond the messages in the commercials, neither of them resorted to the sultry-lady voice over. That voice makes my skin crawl...
i have always loved the first commercial.
i also like those PC commercials where they show women going to a store and comparing specs on computers to try to find the perfect for them pc that's in their price range. ...just after the sexist bestbuy commercial and the sexist della netbook fiasco, it's refreshing to see someone acknowledge that women are interested in actual specs and uses for computers.
This post suggests a very paranoid view of the World. The World, specifically the advertising industry, is not out to get/suppress/exploit/demean women. They want to sell things, that's all. There are plenty of TV adverts which could be viewed as demeaning to men.
Secondly these adverts are NOT funny. Whenever I watch any videos recommended to me by 3rd wave feminist, who seems to think the suggested video is extremely funny, they turn out to be extremely not funny.
This post isnt about paranoia. The media perpetuates stereotypes about women all the time. Why is it that you see cleaning commercials only feature women? Women buy the reflctions of themselves and believe it to be true. It saturates their abstract concept of themselves. We are celebrating advertising that breaks from these molds.
Your myopic view suggests you may be an MRA? Also, its not only 3rd wave feminists that would appreciate these deviations. Susan B, or Steinem would appreciate it as well. You make it sound like you sit around at the water cooler at work and talk about these kinds of things on a regular basis. Of course that isnt true.
some anecdotal evidence that there are ads for cleaning products "aimed at men":
http://www.youtube.com/watch?v=QJlvLl-eXU0&feature=PlayList&p=459DB3B4AADAEF0D&index=0
Secondly be realistic, most housewives ARE female. Whether this is sexist or not, or bad or not is preside the point, the reality is the way it is. The advertising industry has only one function, to make money from effective adverts. They are not perpetuating "oppression of women". They are not saying "if you are a girl you can only be a girl". What they are saying is that "well since you are probably a girl, you might relate to these adverts more and hence we can make more money".
If feminist wants to change things then he or she needs to get more women out of the house and into work. Only then will the advertising industry adapt and start to make more adverts aimed at male housewives.
Something to think about:
"Sex, Lies & Advertising" by Gloria Steinem.
http://www.publishingbiz.com/html/articlebysteinem.html