Diet Coke Gardener: Objectified Like Women?

Check out the Diet Coke ad above.

Do you react like these women?

  • Aaaah, awesome 😀
  • I was like :O when i saw this commercial
  • ooh la la! like like like, all I need, no sugar, no calories! 😀

And Coke’s personal favorite:

  • Hot damn I need a Coke.

Or like these men?

  • Bad commercial, kinda degrading for women…
  • kinda sexist, no? Imagine a group of guys rolling the coke can to a hot girl, that then gets splattered with coke on her top and takes it off while they stare… yeah … id wanna see that commercial!
  • Bitches!
  • I feel very violated as a man to be viewed as a slave laboring, sex toy meant for the amusement of females. It’s almost to hard to bear watching this demonstrable evidence of female oppression in our society. I don’t think women would be laughing if this video was the contrary. Women are nothing but misandristic swines. We have to unite my brothers and break this new established misandry system. Wahh

diet-coke-hunkHere’s my translation of the guy-talk:

Oh no, do I have to start competing with guys who look like THAT?! (We ladies can relate  having had to compete with Brooklyn Decker-types for years.)

Or:

I don’t like how he’s demeaned before he’s ogled. (On being demeaned — or being demeaned and ogled — the ladies can relate and commiserate.)

An alternative translation:

Women aren’t the only ones who are objectified! And women like to objectify, too, so quit yer whining!

If so, these guys think this ad is equivalent to what women are pelted with every day. It’s not.

First, sexiness is a part of the human experience. So if either men or women are portrayed as sexy some of the time, no big deal. Our sexuality is a part of our humanity.

The problem comes, in part, from bombardment by an impossible beauty ideal, leaving plenty of women feeling bad about themselves. Guys increasingly face this problem, but not at nearly the same level.

Also, women are almost ALWAYS the sexy ones, and that is the PRIMARY way they are portrayed. The imbalance communicates that women exist to sexually please men. That’s their main purpose, and without reciprocation.

And then women are hurt by men who learn — however unconsciously – to think of women as sexual-pleasure objects. So women may be treated as things and not people. Some men will use and abuse them. Their lovers may only care about their own pleasure and not make emotional connection. Their lovers may treat them like interchangeable objects. They may rudely ogle others while ignoring their partner. Taken to extreme, some men kidnap women for sex slavery, or go to prostitutes who have been kidnapped and enslaved.

Because if women are just objects, no feelings to worry over.

If women and men were BOTH portrayed in multidimensional ways, with one part being “sexy” — and outside of impossible body ideals (variety is the spice of life!) then “sexy” images needn’t be a problem for either gender.

Popular Posts on BroadBlogs
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About BroadBlogs

I have a Ph.D. from UCLA in sociology (emphasis: gender, social psych). I currently teach sociology and women's studies at Foothill College in Los Altos Hills, CA. I have also lectured at San Jose State. And I have blogged for Feminispire, Ms. Magazine, The Good Men Project and Daily Kos. Also been picked up by The Alternet.

Posted on May 20, 2013, in body image, feminism, gender, men, psychology, sex and sexuality, sexism, women and tagged , , , , , , , , , . Bookmark the permalink. 44 Comments.

  1. Juan Leonardo

    Being sexy is not a problem! In this video, they turn around the image that is set in the current society. instead of the females being the object, a man is objectified by women. The difference is, in the society, if there occurs a case where a bunch of men are staring at a woman for her sexiness, women often feel uncomfortable and make a problem out of it. Here, when the men was being stared and objectified by the women, instead of hating it, the men seemed to be enjoying it. For me, that is due to men’s confidence while women are often not confident with their body. Not only because of the standard set for female’s ideal body, but also because in this society, men are internalizing women, making them less confident.

  2. I find it funny when the gender role is flipped, all of the sudden men complain about how they shouldn’t be sexualized and how it is degrading to objectify them that way but if a woman were to stand up and say “Hey we don’t want to be seen this way” then a man is always there to say “Shut up and get back to your kitchen” or something of that nature. I personally find it very amusing to see men squirm because it gives them a sense about how some women feel but I wonder if it ever hits home for them. During their rage do they ever think “oh maybe this is how a woman feels when she sees a commercial where a woman is dressed in next to nothing to sell a burger”?

    • Good god, how much generalizing do you want to do? I am a man and didn’t complain of this ad. I thought it was funny. I’ve thought the same with ads showing women in similar positions. These few commenters do not respresent all men just as you don’t represent all women.

      “During their rage do they ever think “oh maybe this is how a woman feels when she sees a commercial where a woman is dressed in next to nothing to sell a burger”?”
      Possibly, some people are very “sensitive” (I don’t mean this in a disrespectful way) to these issues and may see it where it isn’t seen by the majority of people. I get pretty triggered by society’s fetish for demonizing fat but others aren’t so triggered. I dislike seeing nudity or sexuality used to sell food, cars, etc regardless of gender in many cases. Sadly it seems to work but I wish it would at least be a smaller amount of a wider variety of ways people are portrayed.

  3. I do not think that this particular ad displays sexism towards men. I agree with the author of this post in that there is an imbalance in the number of ads that portray women as sexy compared to the number that depict men this way. If there were more ads that teased males or displayed them in a way which objectified them, then I would call it sexism. However, it would only balance out all of the ads that objectify women. The reactions that some of the men had to this commercial were a bit over dramatic to me because it wasn’t even an overly objectifying commercial. It’s certainly not as bad as many of the commercials that objectify women, and, as some people already pointed out the male actor does not have an unrealistic body type in this commercial, whereas in many commercials and ads the models all have one specific highly unattainable body type. I think that even if men were to be objectified in commercials and ads, most of the time they aren’t completely objectified, or at least not to the degree that women are. There is still some degree of control.

  4. Yes, this video somewhat reversed roles. It was different to see a man in the usually reserved for a female role. While I too have no problem with sexiness I also don’t like when it is too one sided. We often see females in the media who give off the impression that they are there purely to be looked at and for the pleasure of the male gender. This is not okay because honestly it is not true. With the media putting these so called ideals and stereotypes into people’s heads on a daily basis, we believe it to be true. This commercial flips the roles and has the man bare chested and showing off his perfectly defined body. Someone mentioned before me that these features are ones that are more naturally achieved than some of the features women need to have in order to be seen as sexy. I agree. I also agree with another person when they said that in fact this body type might be rather hard to obtain for someone who isn’t even close to looking like the man in the commercial. That is very true. It would take tremendous work and it could easily emotionally and physically drain the male who might find it too difficult to reach. The only thing is…this body type could be obtained through hard work and come naturally. It is sexy that can come without body alteration. For the female it is a little different. The perfectly tone body is nice, but unfortunately a toned body plus a large chest is more desirable and a female can’t just wake up one morning small chested and the next day drastically larger. For a female a lot of the perfect body is achieved through surgery and is anything but natural.

    In watching this video, I didn’t see a lot wrong with it I feel this way because even though the man was the main sexual focus, he knew it and owned it. Yes, the girls did roll him a can of diet coke and knew it would most likely spray him when he opened it, but the tables were instantly turned when he took off his shirt. He knew what he was doing and was in full control. It was a confident sexy that is missing from a lot of female focused ads. I don’t like the ones where the female obviously looks dominated and like somewhat of a sex slave to the male, instead I like the ones where a woman is confident and knows that she has something to be desired but yet doesn’t give it away. She is the only one in control of what she does and doesn’t do, no one else is. Everyone wants to feel sexy, but there are ways to go about portraying that and ways not to.

  5. I agree that sexiness is a part of the human experience, and that it is okay to be portrayed as sex. I mean it is the 21st century, right? Anyway, I thought it was very interesting to find out that men feel objectified to this advertisement because as a woman, we are the ones often put on the spotlight. The man that was feeling violated because as a man he was viewed as a slave laboring, sex toy for the amusement of females obviously also has not come in to realization that this has been ongoing with women for very many decades and if not, centuries. This advertisement was obviously meant to be aimed at women, for it is selling a diet drink and also with the change of having a man in the spotlight. The advertisement would have been clearly totally disapproved if it had been televised in the early 1900’s because of the oppression against women weighed greater than it is now. “Stereotypes of gender, like those of race, led women professionally trained in medicine in an earlier era, when job hunting, to descriptions of positions that included “Doctor wanted, Women need not apply”. I believe that this advertisement was just another type of liberation of women.

  6. I found this ad very entertaining probably because of the hot guy taking his shirt of. I also thought that it was very funny and enjoyable. I was really upset though at the comments made in the beginning of the article where men are complaining about how degrading it is to them and blah blah blah. Well women go through that everyday. They are whistled when walking down a street or men trying to say dumb things to the women in front of their buddies. Once I was walking with my mom and some guys yelled out “hola suegra.” He was insinuating that I was his wife or something and that my mom was his mother in law. I felt so embarrassed and I couldn’t believe they had said that to my mom I felt so upset.

  7. I thought this ad was interesting in that the gardener is more than a mere object – once he is initially surprised by the diet Coke, he looks right back at the women before he takes his shirt off. He engages with them, and he knows exactly what he is doing! He has an agency that objectified women often don’t.

  8. F. Naghiniarami

    Ha ha, I really enjoyed of watching this add. that was so interesting that how everything can be changed if women took men as a sex object. however, I don’t see any sexism in this ad. I think it’s about being hot and sexy which I don’t mind because being sexy is our nature like author says that is “part of our humanity.” However, in this time, in this ad being sexy flipped from women to men. As ad shows women has no makeup and don’t have any special sexy gesture like clothing or figure, instead the guy find a reason to show her fitted, sexy body. And then, oh girl he is so hot I need drink icy, cool Coke! It was amusing I don’t get why some guys over react on this ad. Also ” The Flip Side- bar” was interesting. I shared that on my facebook page.

  9. zaineb alkhaleef

    Sex sells! No matter what gender, only now females are more commonly given the opportunity to gaze at males in a way that was once reserved for the pleasure of male to female gaze. The women here are being placed in a position of the higher status subject, and the male in the lower rank position of the object. The subjects roll the diet coke down to their object in hopes to see some skin! https://www.youtube.com/watch?v=HI3Ft363PZ8&feature=player_embedded I found here, 19 years ago they launched an ad very similar, back in 1994 it was even more attention worthy turned the traditionally sexist view and behavior around.

  10. Peter Pagrefor

    There is more underlying sexism in this double standard.

    This ad can not be considered as sexist because the women are only staring.
    Is there a chance That any of these women would approach him?
    and even If someone did, all she could do is talk to him.

    So how could “looking at” be sexist,
    there is not a law that forbids to look at something (but I am sure in the future there will be a one)

    The women think that the images of female bodies is sexism because there is no “connection” between the woman that is being showned and the viewer.
    The photo or the video of a naked woman can not “connect’ emotionally with those they are viewing, there is no emotion. That’s what makes the ads of naked women sexist, in this particular as there were emotions portraied, first the women made fun of him but he came back at them by making them change how they felt about him.

    We can see how they felt in their faces, that’s why many women liked this ad, and why so many women made possitive comments about the face expressions of the women. The women could see in the women’s face and feel those emotions.
    But there is nothing like that in images of naked women made for men.

    But in real life it’s different, when a man is looking at a woman, the woman can see that he is staring and react emotionally.

    And that’s the really interesting part.

    When an attractive man is looking at a woman, the woman is flattered and is enjoying it, but when an unattractive man is looking at a woman, the woman thinks he is a creep and is annoyed.
    Now, that’s sexism, isn’t it?

    What you would think if an attractive man and an attractive man was staring, most of the women seem to agree on this one.

    And all these women were attractive. If they weren’t attractive this ad would be more funny and not as “hot and sexy” as many women made comments about.

    The women could feel what those women felt and say in a cute way “I would do the same thing”.
    No woman said that when a woman is staring at an attractive man is demeaning for the woman.
    In this particular ad in matter of fact it was charming seeing (beautiful) women staring at an attractive man, even women thought that.

    On the other hand when we see in the media, a group of men staring at a beautiful woman, we see it as funny,
    something like “look at those desperate suckers, they are drooling in the beauty of that woman, they have no chance with her, they are way below her level”

    In the coke ad, many women made comments
    “I am drooling all over my keyboard” – “oh don’t mind me, I just had an orgasm” – “i would tap that”
    but noone of this comments would be considered to be sexist because they were made by women.
    And I am not saying that in a bad way.
    I do think that when a woman is showing interest in a guy is very charming,
    too bad our society has established our roles, men should do the hunting and women should play hard to get

    To prove my point,
    imagine the same ad with out the group of the women.
    Just think that guy taking of his shirt with no reason at all.

    That wouldn’t be so “hot and sexy” as it is now, right?

    • I see it as sexist for different reasons, but you make some interesting points.

      • Peter Pagrefor

        Name some of these reasons. It would be interesting to hear them.

        Is it that the women thought it was a good idea to make fun of a stranger, just to have some laughs? well, that was mean.

        or is it sexist that show women hwo can NOT resist to the looks of an attractive man.
        Women are supposed to be immune to a guy’s looks?

        When someone is judging someone else only because of his/her looks, that’s indeed shallow.
        But when someone gets attracted to someone else at the first sight, it’s not shallow, it’s human, that’s how some people’s brain is working, if the brain produces hormones at the sight of an attractive person it’s normal. That makes us humans and not robots.
        Yes, there are many people (mostly women) that don’t get affected so much by looks, that’s also natural. That’s the beauty of the humans, we are all different.

        So what was sexist about this ad?
        it’s charming and playful, unlike the still images of underwear male models ads

      • Read the post or my comment again. I don’t think the ad is sexist except for the women wanting to make fun of him first.

        I feel that objectification and sexism would come in if the sexy one was almost always men and if that was the primary way that men were portrayed. This ad is far from that.

        Rather, that’s how women are portrayed. And so women are objectified, but men in our culture really aren’t.

      • Peter Pagrefor

        well you said
        [I see it as sexist for different reasons] and got me confused.

        I have to say that the double standars and the sexism isn’t only about the differences between male and female. There is another factor in this equation.
        That’s the attractiveness.
        We have attractive male and female and unattractive male and female.
        These are 4 different genres and not just 2, male and female.

        Each of these 4 genres look at the other genres differentely.

        the objectification applies only to the attractive ones [mostly female]. The “unattractive” are unwanted and considered to be “low value” in the media.

        But there is kind of sexism in real life by women towards men.
        As I said, when an “unattractive” men is looking at a woman, that’s something that annoys that woman.
        But most of the women would be flattered if an attractive man was looking at them.
        On the other hand, men wouldn’t be offended if an unattractive female was looking at them, unless that guy was a completely jerk.

        And something about this ad.
        In researches you said that when women are watching porn [made for men] they are looking at women’s bodies and men’s faces. And they see in the men’s faces the lust they have for women’s body, so they learn to watch women’s bodies through men’s glaze.

        In this ad it’s the exact opposite thing.
        The women get to see a man’s body and women’s faces. They see to the wome’s faces their reaction to the view of men’s body, this was a lesson taught for most of the women and for once they saw a man’s body through women’s glaze.
        Women can relate easily to emotional reactions, that’s why they liked this ad.

        It came as a nice surprise to most of them, seeing for once a man’s body through women’s glaze. There were comments by women saying that they want to see more ads like this one. Not gonna happen soon though lol.

      • Peter Pagrefor

        Note: the 4 genres exist because the media told us so. It’s not something that I believe. I had to make it that clear so there won’t be any misunderstanding.

    • “But there is kind of sexism in real life by women towards men.
      As I said, when an “unattractive” men is looking at a woman, that’s something that annoys that woman.
      But most of the women would be flattered if an attractive man was looking at them.
      On the other hand, men wouldn’t be offended if an unattractive female was looking at them, unless that guy was a completely jerk.”

      I’m sorry but you’re complete clueless!
      First of all, forget about an unattractive woman looking at a man, men(not all obvi.) get offended by unattractive women even existing in the same vicinity as them. They will harass her for being ugly or fat by their standards, show disgust and even if they don’t actually say it to the woman, they still throw comments like, “no body wants to see that,” as if she only existed for their viewing pleasure.

      As to the part about women being flattered by an attractive man looking at them but not by an unattractive man, that wouldn’t be sexist even if it were true. I’m speaking for myself here and my female friends feel the same way, (I was in a sorority so I have like over 100 close girl friends) it is flattering to turn heads and have people look at us with admiration and it doesn’t matter if we find the person sexually attractive or not, hell it doesn’t even matter if the person is a woman or man. The only thing that matters is the person looking isn’t gawking because at the very best it makes us feel uncomfortable and awkward but as a woman it can also cause anxiety and fear for our safety.

      Women usually aren’t offended by men looking their way, it’s the rude starring that can be offensive and it wouldn’t matter if its an attractive man, unattractive man or even a woman.

      • Peter Pagrefor

        I am sorry but you are completely clueless. Speak for yourself.

        If you enjoy getting attention by anyone, you and your friends are attention seekers.
        Most normal men aren’t like that.
        And I am sorry that you have known only men who are jerks, because men who are getting offended by the existenence of unattractive women are jerks.

        I get a lot of attention by women, attractive and unattractive and sometimes even by men. I am polite with all women, I won’t be rude if she’s unattractive and I won’t play with her feelings. As for the attention by men, I just ignore it, I am not an attention seeker.

        You should know that I live in europe, so you should know that social life in colleges and in cities here is different than it is in the US.

        There are no such things as “popular” “athletes” “geeks”, there are no cliques.

  11. Great post. I would add two things. The man in the ad is not portrayed as an impossible standard of physique that cannot be obtained by men. Many men can obtain this physique if they work out, unlike the unrealistic, unhealthy portrayals of female shapes–everything from the Dove billboard ad to Barbie dolls. Second, it is shocking that one ad where a man takes off his shirt is deemed proof of “this new established misandry system.” How is this misandry? How is it “established”? Someone is over-reacting, which is ironic because that is the criticism that most men have against feminism.

    • “The man in the ad is not portrayed as an impossible standard of physique that cannot be obtained by men. Many men can obtain this physique if they work out, unlike the unrealistic, unhealthy portrayals of female shapes–everything from the Dove billboard ad to Barbie dolls.”

      A strongly defined jawline + rugged good looks, already that is fairly rare.
      Visible chiseled abs with taught skin which immediately rules out at least 1/3rd of men whom are already overweight and won’t be able to ever stay tight like his skin is and for many the loose skin will become a roll. Then you have fatcells left over which would need to probably be lipo’d out AFAIK due to not being able to lose all fat cells.

      Large arm muscles which requires quite a lot of work at gym + the diet to avoid fat but keep protein + all the maintenance weightlifting required to keep the muscles at that size so they aren’t lost due to natural losses in the body of muscle tissue (it’s easier to process than fat tissue). He’s also probably 6 foot tall, FULL head of hair.

      There’s nothing easy at all about his body-type to attain, and as someone who has been obese it’s impossible for me to attain without surgery. I can get more muscle than that since I am naturally large but I’ll still have loose skin and fat cells to deal with. If you’re trying to make a point about how women are photoshopped then you might want to remember that men too are photoshopped to have larger muscles. As for toys, media, cartoons, games, etc, there is a plethora of unattainable bodytypes for males from balloon-muscled characters that require huge levels of protein eaten to sustain + hormone injections. Ken has a massive neck, very long legs and a body shape that is pretty out of whack, every male toy I ever had was muscles muscles muscles or cybernetic.

      As for unhealthy well catwalk models, male n female are pretty damn thin and many probably in unhealthy territory. Models for ads like this, swimsuit models etc all have the sporty look which is probably healthier but isn’t easy to attain at all for most people. Ever seen how many concoctions of protein powders, bulking powders, creatine, metabolism boosters, hormones, etc some men will use in order to attain a body LIKE his? I could easily say his body type represents a small portion of the male population, just as washboard ab swimsuit models are pretty rare too with their body type. In all live-action media the body types can be attained by some men and women but it is not easy at all. You have to compare apples with apples, Men’s Health magazine has been caught photoshopping men to appear bigger, stronger, more muscles just as many women’s magazines have photoshopped women.

      “Someone is over-reacting, which is ironic because that is the criticism that most men have against feminism.”
      Not all men are the same, surprise surprise.

      • It’s all a spectrum, Archy. The differences between this physique and the average male is much smaller than the differences between the sexualized physiques of women and the average woman. The same goes for photoshopping. Your point about Ken is a perfect example. Except for the fact that Ken has no genitalia, his body is not that drastically different from an average 20 year old male body (most 20 year old males have a full head of hair). Sure he has a thick neck and long legs, but the ratio of body parts is pretty standard, unlike Barbie who has completely unhealthy and unattainable/unsustainable body dimensions. Yes, newer toys have large muscles, but most of these toys are meant to represent super-heroes or imaginary beings, not the average male. Girl’s dolls are often meant to represent the average female because women are not portrayed as super-heroes.
        Also, I said, “many men can obtain this physique.” I have a lot of male friends who look like this, maybe not as cut or large, but definitely similar. I see at least one in every gym I have ever been in. I don’t think you could say the same about women and supermodels. You claim that “In all live-action media the body types can be attained by some men and women but it is not easy at all.” You seem to be forgetting about breast augmentation. Many men can physically attain the body of “live-action media” men. Tom Cruise is short and not overly ripped. Brad Pitt is skinny. Bruce Willis does not have a full head of hair. On the other hand, a huge percentage of the female population cannot physically attain anything close to images of live-action media women without surgery.
        Also, I am aware that all men are not the same which is why I said “someone is over-reacting” rather than men are over-reacting.

  12. So guys feel offended and your response is to pull the “butthewomengetitworse” card? They have every right to feel offended, when men’s sexuality is portrayed in media it’s chiseled abs and a body type that is very hard to attain for most men. Would you like men to come in when you discuss violence and tell you how much worse men have it? Because far more men are victims of violence than women? Men die 4-6x more from violence, men are the majority of violent crime victims but that doesn’t mean women’s victimization nor pain is any less severe. These guys are offended at being seen as a just for sex, personally I find it a bit dull to see the chiselled look so often used as sexy and not enough variety (it also pisses me off there is little variety in what is sexy for women).

    That said objectification is in the eye of the beholder. I have no qualms about men or women being portrayed as sexy, they are not actually objects unless you have a seriously problematic view of the world. Even strippers are not objects, they’re living humans doing a job and that job is to visually arouse someone through their athletic + erotic abilities + their sexual attractiveness. And that’s only when on the clock. In this ad the guy is simply there to be visually appealing because sex sells in advertising.

    Objectification in men is more along the lines of walking-wallets + the disposable male (a man’s life is worth less than a woman’s, see conscription + ALL media of the chivalrous hero putting his life on the line to save the damsel). I always found that whilst women were seen as sexy, men were NOT seen as physically sexy and I am kinda glad that is changing because for so long men were only seen as attractive for their bank account, their ability to provide, their success.

    This ad largely depends upon how you view it, a group of women flirting with a guy or a group of women being assholes to a guy? But then most ads that are said to be objectifying can be viewed in a number of ways.

    • You didn’t get the point of my post at all.

      Maybe I understand “objectification” differently from you.

      • What was the point that I missed?

        “Maybe I understand “objectification” differently from you.”
        Well objectification is largely subjective so that’s probably true. I find it pretty disturbing actually that so many people, both male n female, will look at others as objects. Is it really that hard for people to see a woman naked with her breasts in focus, vs just seeing breasts without much thought of the woman? Or in this case seeing a man with great abs vs some sexy abs without much care of the man. Even in porn that I watch I see humans, not objects, humans enjoying their sexuality, I find it disgusting if most humans cannot truly see a person as a human, a living being with emotions vs a mere object. Even if that person is someone you meet for 1 minute as they bag your groceries, is it really that hard for most people to see that person as human?

      • I do think it’s admirable to work toward seeing everyone in every circumstance as a human being. But not doing so isn’t objectification.

        When you see a waiter or waitress you aren’t necessarily seeing the whole person. Maybe you are busy talking to your friends. Or when you see the mail carrier or the gardener…

        I’m more concerned about how the images in our world affect how we treat one another than whether we see every single model as a full-fledged human being. Which is hard to do because the pictures are only two-dimensional.

        As I commented to someone else, I feel that objectification and sexism, in regard to harming men, would come if the sexy one was almost ALWAYS men and if that were the PRIMARY way that men were portrayed. That would tend to communicate the idea that men are mostly about their sexy body parts and that they exist to please women, sexually. That would encourage women to think of men, generally, in that way. This single ad is far from that.

        Rather, that’s how women are portrayed. And so women are objectified, but men in our culture really aren’t. You don’t really see women treating men in the negative ways that I described in my post that stem from objectification.

        Not because women are better than men but because our society doesn’t bombard women with objectified images of men that seep into their unconscious and make women behave that way.

      • Agreed, objectification of men is about their disposability in wartime and the success + breadwinner objectifications of being about money. Their worth is defined by what they can bring to the table financially or their sacrifice in wartime. Women’s is tied up with their looks and also maternity. The ad I find kind of objectifying is the beer ad where he takes off each piece of his clothing for her to step on instead of stepping in water, not this ad. But hey ad companies I swear are the best trolls on the planet with the stuff they come up with, I’m sure some do make crazy ads just to stir people up for the attention.

      • As I’ve said before I wouldn’t call that objectification of males. But making men disposable is certainly as bad as objectifying.

      • What would you call it? The men become tools, objects.

      • How about toolification?

        Have to think about it.

      • I’ve often seen it referred to as the “disposable male” for military conflict.

    • Patriarchy is to blame for women being objectified and men’s attractiveness being weighed by their bank account, ability to provide, and their success. Almost everyone in society takes part in society but the rules are set by the rich powerful men because it is setup to benefit them the most. They are rich and successful already so they want those qualities to be the only qualities women desire them for and they don’t have to worry about being charming, good looking or well anything else. Men comply with patriarchy because the way it’s set up still puts them at a better spot than women. So don’t blame women for this, blame patriarchy and when you want to cry what bout the menz, just know women still have it much worse.

      Also being finding someone attractive based on their success isn’t objectifying the person. You’re judging them based on who they are as a person, you’re judging them based on what the person has accomplished. That’s not treating them like less than a human it’s actually the opposite. But judging women’s worth based on her physical appearance alone is objectifying because you fail to see her as a person who is capable of.. well anything but instead you see her and judge her with the same superficial standards you set for objects. Guess what people(this includes women) are deeper than that.

      • I do love seeing comments that completely deny women’s agency in leadership as if women have zero say in the running of the patriarchy. Whilst women have a smaller amount of power in leadership THERE ARE STILL a lot of female leaders whom have power. Women DO get partial blame in the patriarchy because patriarchy involves women actively engaging in it to continue. (in the west) Women AND men have responsibility in this and it’s extremely offensive to deny it.

        “Also being finding someone attractive based on their success isn’t objectifying the person. You’re judging them based on who they are as a person, you’re judging them based on what the person has accomplished.”
        Money =/= Success. If success were truly valued then someone who has overcome illness would be incredibly sexy, a lot of people would be turned on by someone building a cubby house or whatever hobby they have. Successful men aren’t valued by women in the stereotypical form because of their success as much as they are for the MONEY it brings. A man without a job, no money, but success in overcoming illness won’t be very attractive because of his lack of money and lack of job.

        Judging a man for his money IS dehumanizing because his worth is seen only by how he can provide for her fancy jewels, house, luxuries n what not. If success were truly the value vs being rich then wouldn’t leading scientists have plenty of suitors because of success in their field?

      • The thing is that neither women or men can really be blamed for patriarchy. It arose for reasons other than trying to harm women. Once it’s here, both men and women internalize it and repeat it.

        The purpose of a blog like this is to help people to see what’s taken-for-granted and invisible to them. The only way that you can change things is to be able to see them.

        See these posts for instance:

        Is Sexism Men’s Fault?
        https://broadblogs.com/2011/01/24/is-sexism-men%e2%80%99s-fault/

        Why Do Women Fight Against Their Own Interests?
        https://broadblogs.com/2011/10/21/why-do-women-fight-against-their-own-interests/

  13. I don’t understand how the guys thought the coke commercial was sexist. It’s better than commercials where the men are being portrayed as idiots.

  14. Peter Pagrefor

    by the way, the video you posted has only a few comments.
    This is the link that has many comments. You may want replace the link you posted with this one.
    Most of the commetns are funny and some are very interesting.
    There are even conversations between men and women arguing about if it’s sexist or not.
    Their responses are very interesting.
    It’s like a research where men and women are saying their opinions on what is sexist and if it’s right or not.

  15. Peter Pagrefor

    The only that was impropert was that the woman had the idea of making fun of a stranger man. That was really rude and disrespectful. But it was just. After all there was needed an excuse to take of his shirt.

    An interesting note, that this ad had a clever script and it was more funny and joyful than all the sexists ads of naked women that were made for men.
    Men only need images of naked females whereas women seem to like it more when there is a story and a plot.

    As for the ad itself, I don’t think that it was sexist to men, ok maybe it was a little bit but I don’t think it was annoying. In matter of fact I liked it.
    After all the women were just staring, what more could they do?
    They weren’t going to grab his naked chest or something like, would they?

    So how would it be if it was the other way around? How would it be if women behaved like men and men behaved like women?

    This is another interesting video. It’s very insightful.

  16. Is this wrong? On some level I almost feel satisfied watching it, as if it’s fair for a man to be objectified (but I realize how unfair and wrong that is). I also do think it’s just doing it’s job as an ad selling sex. I mean who want’s to drink diet Coke? It’s pretty disgusting. And this commercial… it’s just sex in a can. The woman doing her victory dance though was a little much.

    • One of the few times when sex sells to women.

      Like I said, I don’t have a problem with sexy, just when it’s always women who are sexy and when that’s the primary way, with narrow body ideals.

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