Sexism and violence in advertising

[HejiraNYC]

Originally Posted by KarmaContestant

I found the role-reversals hilarious, and fitting. Of course those guys were skinny or fat, but it outlines the absurdity of selling products with body parts. We don't all look perfect, and no matter what we buy, we won't. Most people will look like the guys in the simulated pictures. Real.

Most people are not young, white males. They are certainly not my reality. Advertising allows us to envision an idealized reality in which bodyfat percentages are in the single digits and skin is clear, unwrinkled and poreless. I don't think there is anything wrong with using idealized images; it gives people something to aspire to, which really is at the root of spending: this notion that buying Product X will somehow make me among the beautiful/skinny/rich/smart. I don't think you will get many guys to buy athletic shoes if their ads feature only "real guys" with beer guts wearing saggy pants and flannel shirts.