Sexist Adverts

**6ame** · 30th-April-2008

I've recently put a list together of all the sexist/anti-male adverts that are on TV or have been on TV in the past. I would like others to continue to add to this list, especially those from outside the UK as I don't get to see those adverts, but feel free to point out British ones I may have missed.

It's the usual theme, men are idiots, women are superior in intelligence and ability. I'm no expert in psychology, but my guess for this happening is this, When advertising a product, the aim is to make the target audience feel good about themselves, just as they see/hear the products name.
For men, that's easy, just show them a pretty half-naked woman and they'll feel good, this is in their very nature.
But women are a different kettle of fish, for them to feel good, they have to see men in a negative light, because they feel inferior to them, especially when it comes to intelligence.
I find it very strange that men have to see women in a positive light, yet women have to see men in a negative light, just to have the same effect.

Anyway, here's the list, please feel free to correct me if you don't consider some of them to be anti-male;

Visa: Their latest advert shows a naked man, from behind, running along the road. You see everything but his knob, something I seriously doubt they'd show if it were a woman. By the way, this advert gets shown in it's full glory in the morning.

Sheila's Wheels/Diamond: This company advertises that it sells car insurance to women only, and they say it's because stats show women to be safer drivers. Going on that logic, it would be fair for a bank to offer men better rates on loans if stats showed that men were better at paying back loans than women were, utterly ridiculous. It's also unbelievable the amount of women who assume they are a safe driver, just because they're female. So being a safe driver no longer means you are, being female means you are, disgraceful discrimination.

Asda: They proudly proclaim in their adverts that they have such great offers, that's why "Mums go to Asda", not women without children, not any man at all, but mums. In that case, they won't be seeing any of my cash, even though it's just as green as any mother's.

Petit Filous: They make it clear that they have a message for all mums, that their yoghurts are good for children. They don't tell parents this, they tell mothers.

Co-op: At the checkout, the woman serving says "You look nice, is it a special occasion?", to which the woman replies "Yes, he's cooking". I've an idea, make it a guy saying "Yes, she's giving me a blow job later", let's see how long that lasts.

Semi-Chem: Under their shop name is the sub-heading "A girl's best friend", so I won't be going there for my razors or deodorant, which they sell by the way.

Antistax: This is amusing, this is a herbal remedy that is used to relieve pain in your lower legs (Huh?), purely aimed at women, well I know men aren't gullible enough to fall for that tosh, but still, they say in the advert "Working women on their feet often get tired legs", well so do fucking men but you don't hear us crying about it.

Future BF's Initials Text Service: I swear I thought I was dreaming when I saw this, it's a text service where women send a man's initials, and they get a reply telling them if they are compatible, seriously, this is only on late at night, so we're not talking about little girls here. Anyway, in the advert, a man and woman are chatting, she texts his initials, only to get the reply that they are only 7% compatible. So she then grabs her drink and throws it over his face, for having the wrong fucking initials. And we're supposed to respect women, yet they fall for this shit? There's another that tells you the name of your future baby (Huh?), that isn't sexist but I still thought I'd mention it to remind you guys what the fuck kind of intelligence we're dealing with here.

Oatibix: A truck stops at the side of a motorway, and there is a couple sitting there at a table (I have no clue why). The driver is asked by the guy at the table "What's that?" and the driver says "It's not-made-from-wheat-but-oat-instead-abix", and then the woman chips in with a smug fucking look on her face and says "They should have called it Oatibix", which of course leaves the two men looking totally clueless, you know, because we're all as thick as pigshit?

Maltesers: They are low in calories (and therefore aimed at women), and since women see enjoying food as "wrong", "Bad" or "Naughty", they have to find new ways to be naughty, since they're not doing it by eating Maltesers. And surprise sur-bloody-prise, the way they are naughty is at the expense of men. One sees a man fall over a couch, scattering all his papers everywhere, after clocking a flat chested woman's bra, another sees two women position two men who are asleep into a position that makes them look foolish.

Fairy Liquid: It shows a woman doing the dishes, correctly and perfectly of course, and then for some obscure reason, it shows a man taking out the rubbish, and while doing so, the bags burst and he falls down the stairs. I'm sure that'll shift plenty of washing up liquid.

KFC: They had an advert that was showing the offer of a bucket which had enough food to feed a family of four, but they called this the, wait for it, "Mums night off bucket". Imagine they called it the "Mums too lazy to cook, so dad's buying the dinner bucket".

Avon: This new advert clearly states that Avon is a "Company for women". Now I won't argue that it's mostly women who use it, but it's mostly men who use Xbox, and it wouldn't be right if they said that Microsoft is a "Company for men".

Ocean Spray Cranberry Juice: This shows two women at a health spa, one of them says "That mud gets everywhere" to which the other replies "I can see that" just as she spots the muddy handprint on a man's arse. In other words, it's hysterical for women to grope men's arses, I wonder if that would be OK for men to be shown laughing at a woman who had just been groped.

Kinder Bueno: One advert shows women dropping something on the floor so that they can ogle the man's arse when he bends down to pick it up, another shows the same women stealing a man's clothes from outside a sauna, so that he has to come out naked for them to ogle.

Bold Liquitabs: This one made me very angry, because I've kind of grown used to the fact that women see men as superior, so have to have them shown in a negative light, but in this one, it's a boy, about 12, seriously, a boy for God's sake, who is made to look the fool. He is seen struggling with a jumper over his head and then runs head first into a wall, to which his mother is laughing in the background. Us men can take it, but come on, lay off the children for fuck's sake.

Specsavers: This really does show how dumb women would love us men to be. It shows a man and two women sitting on a deckchair on the beach, the women are talking about him saying "I told him to go to Specsavers", he then catches a fish, and when his rod starts pulling, he then can't find it, you see, us men are so clueless, so utterly brainless, that we don't even know when we are blind, we need a woman to tell us this.

Lambrini: They say that Lambrini is about being female, carefree and up for some fun, seriously, how ridiculous is that?
They had another advert a few years back, where a group of women, holding glasses of wine and laughing, go to an ice sculpture of a man and chip off his dick to use as an ice cube. I'm sure women wouldn't have been offended if it was an ice sculpture of a woman whose nipples were used as ice cubes, no, of course they wouldn't.

Have I missed any?

**bobx23456** · 30th-April-2008

It's bad enough when they bash men in a product sold to women, but some manufacturers think that bashing men will sell products to men.

A couple of years ago everyone got on Budweiser Beer for their offensive men bashing ad shown on Superbowl. A million men complained so they pulled the ad, but this year they were back to bashing men. Don't they even watch their own commercials before they put a million dollars into pissing off their customers.

This spring Briggs & Stratten lawn mower engines ran an ad campaign featuring an incompetent husband being bitched out by a competent wife. Hello? Who do they think is going to decide on what kind of lawn mower engine? Have these idiots got no clue at all? Time to buy a lawn mower with a Honda or Tecumseh engine.

Blessings

Bob

**Ledburian** · 30th-April-2008

Male bashing is rife in British TV ads, but the one in the link below is one which "offended" women, believe it or not! It's an ad currently running for Sugar Puffs (horribly sickly stuff anyway and the ad is worse - it's really crappy and it has incurred some kind of legal action for some reason but nothing to do with women and feminists). Anyway, here is the original ad, with the ending which so upset the poor dear females:

[ame="http://www.youtube.com/watch?v=eaB7Q-9uwp4&feature=related"]YouTube - Golden pips of a sunshine princess[/ame]

Apparently they didn't like the way the guy sneeringly referred to "sunshine princess"!

Now a new ad has replaced it and it ends with the guy and the hairy creature with him both smiling happily and saying: "For the Sunshine Princess!"

It is shown on the early morning GMTV program a lot...now that IS a surprise!

There is also another run of ads which really IS male bashing....I forget what the product is but the ads all involve a women or women "being really naughty" - meaning "hurting or insulting men" in various ways.

One shows this woman planting flowers in her garden and she is using an article of man's clothing spread out on the soil on which she dumps all the weeds and stuff. Her husband steps out of the doorway and asks where he can find his new shirt to wear to work. Shge yells out "Try the airing cupboard!" and then she says "I feel like being naughty!" and she swiftly attempts to bury the article of clothing in the garden.

Another ad for the same product involves two couples, and the two guys are dozing side by side on the sofa while the two women are chatting. The wimmin then decide to go into the kitchen to make tea or something, but before they go one of the wimmin says "I feel like being naughty!" and places her male partner's arm in such a position that it embraces the other guy, places his leg across the other's bloke's legs, and eases her partner into such a position that his face rests against the side of the other's bloke's face. The two guys are effectively cuddling each other even though they are heavily dozing, and for a moment they both think their female partners are cuddling up to them, and they attempt to kiss the cheek pressing against theirs. When the two blokes open their eyes the ad cuts out.

**byslexic_danana** · 30th-April-2008

Ironically enough, I had thought of doing a similar thread; you have done this more extensively than I would ever have done, though, so kudos to you.

A couple of points, as regards your list:

The 'Petit Filous' advert is more sexist than you say, I believe; it features groups of little girls and little boys, and in one advert, the girls and the boys are in a tug-of-war against one another, and, well, I don't think I need say any more; in another, a young girl arm-wrestles a young boy, and, well........I don't think I need say any more.

As for 'Sheila's Wheels': It states that "women make the safest drivers, we could save a bunch of fivers"; well, depends what you mean by "safe". Yes, women have fewer accidents than men, but then, your average woman driver drives fewer miles than does your average man driver; thus meaning more tiredness, and, well, more miles to have accidents over. When looking at things per mile driven, I think it's the case that male drivers actually have fewer accidents, than do female drivers; thus, in relative terms, MEN are safer drivers, not women. Of course, when a couple go out, it's the man that drives, nearly always; as such, men have more accidents than they would otherwise, and, as such, men pay higher insurance premiums than they would otherwise have (and likely more petrol, given that many women won't help a man out, in this respect); another example of men subsidising women.

I can think of at least two past adverts, that are sexist:

I think it was for 'Muller Light' yoghurt: a woman and a man are playfully teasing one another etc, and the man gets blindfolded. The woman, I believe, gets him to lick some of the yoghurt, then spills some all over him, as she laughs at him; at the end of the advert, she has started ignoring him, and is eating her yoghurt (the common implication being that eating this product is more satisfying than anything you could be doing with your boyfriend), and the boyfriend, still blindfolded, is walking around not knowing where he is, and walks into the wall, banging his head hard; how hilarious, a man being in great pain.....

An advert for some brand of ice cream, and one of the most disgusting I've seen: a guy takes his girlfriend for a date in a Limousine, and buys her some ice cream, but not the right type of ice cream!!!! So, with the Limo still moving along the road, she throws him out of the car. Two things wrong with this: most obviously, this would have seriously injured him; secondly, how ungrateful to object, when he has bought her something, and is taking her out; talk about promoting the 'entitlement princess' mentality ever-increasing in women.

From about 1996 to 1999, the Nissan Micra car 'Ask before you borrow it' range of ads: one featured a guy driving such a car, then switch to a woman throwing his belongings out of a window, one-by-one, switch to him arriving back, looking in disbelief, cue the voiceover "The new Nissan Micra; ask before you borrow it". Another one was worse, it featured a man flying through a closed window, landing in a swimming pool below, before a woman appearing at the window, having supposedly just thrown him through the window, cue the Godawful phrase again. The third one I remember (and they don't get any better), was in an A & E department os a hospital, showing a man with cuts over his face, then a man with a saucepan implaed on his head walks in and sits next to him, then switch to outside, a car pulls up - driven by a woman, for a change - and a man is thrown out the car, clearly having suffered some sort of abuse, and cue the phrase "The new Nissan Micra; ask before you borrow it"; well, IF YOU'RE A MAN, AND IT BELONGS TO A WOMAN, ASK BEFORE YOU BORROW IT, BECAUSE VIOLENCE FROM A WOMAN TO A MAN IS ACCEPTABLE, UNDER SUCH CIRCUMSTANCES, OF COURSE.

The Toyota Yaris: features a couple, and the man is flying a remote-controlled plane. The woman asks to have a go, and then deliberately brings it crashing to the ground, thus breaking it; switch to a few days etc earlier, as the couple are getting out of their new car, and the man kicks (not hard) the door shut. I can't remember the advert's catchphrase, but it is something along the lines of "You may get rather protective of it". It's also featured men doing nasty things to other men, but, of course, no men doing nasty things to women; there has to be a double standard, otherwise this would be misogynistic, of course.

Another one, from around 10 years ago, was for 'Sugar', a teenage girls' magazine. It features a girl bossing her dog around, saying "fetch, boy", then later, she says the same thing, and it is revealed that it's a young guy on a lead; cue the catchphrase "Sugar: a girl's best friend".

A recent one is only minor an example, but is for the Nintendo Wii, and features two young women playing two young men at a racing game; need I say more. An advert would never feature two guys beating two girls, because such 'misogynistic' and advert would never have positive an impact; have it the other way around, however, and women love it.

Oh, we also have 'Diamond', in terms of female-only car insurance; and they have adverts nearly as annoying as do 'Sheila's Wheels'.

**Marx** · 30th-April-2008

Might I suggest you place these (and future ones) in the appropriate links directory...

http://antimisandry.com/links/

**Ledburian** · 30th-April-2008

***Maltesers: They are low in calories (and therefore aimed at women), and since women see enjoying food as "wrong", "Bad" or "Naughty", they have to find new ways to be naughty, since they're not doing it by eating Maltesers. And surprise sur-bloody-prise, the way they are naughty is at the expense of men. One sees a man fall over a couch, scattering all his papers everywhere, after clocking a flat chested woman's bra, another sees two women position two men who are asleep into a position that makes them look foolish***

This is the ad I mentioned in my post above...the two blokes dozing on the sofa. Every one of the Malteser ads in this particular series of ads is all about women scheming up "naughtiness" situations as only women can.....with men always the targets of being made to look foolish, made to look like losers, made to look stupid, made to look inconsequential...in fact, made to look like they deserve to be all these things plus a lot more that is negative simply because they have the "wrong" chromos and have a dangly thing between their legs.

Apparently, in the Suga Puffs ad I mentioned, complaints were made to Ofcom or Oftel - or whatever the TV watchdog lot call themselves, and the ASA (Advertising Standards Authority) - by women mostly, of course, so appropriate action was taken and the "offending" bits were either deleted, or the ad was scrapped. altogether.

It is of little use for men to lodge similar complaints about the rampant misandry in TV advertising.......they are totally ignored. Sexism is just like a lot of city centre streets...strictly one way traffic.

You guys should know that when men complain they are either told to "get a life" "get a sense of humour" - or to simply "grow some balls!"

**Mr.Lomax** · 30th-April-2008

I want to start a car insurance business that actually cites the fact that men are better drivers and proves how...

See how long that would last.

**bachelor tom** · 30th-April-2008

Quote from 6ame

I've recently put a list together of all the sexist/anti-male adverts that are on TV or have been on TV in the past. I would like others to continue to add to this list, especially those from outside the UK as I don't get to see those adverts, but feel free to point out British ones I may have missed.

It would be easier to list the ads that don't bash men.

These marketeers are bottom-feeders, there is precious little honour or integrity in their work.

I often marvel at how much talent is wasted on these things. Compared with the anonymous people who lovingly crafted medieval cathedrals these folks are ethically bankrupt.

**shaazam** · 1st-May-2008

don't use feminist terms like "sexist" to express you views the ad is simply anti male sexism is a construct by feminist to describe a natural situation as folk discriminate between the sexes outta necessity is a woman going to a female toilet 'sexist'

the 'sexist' term is only used by women when they perceive a situation of disadvantage accruing to them because of their sex

they then decree that the situation is 'sexist' and demand preferential treatment

they only do this when they perceive there is an advantage; never when a situation would be a disadvantageous them eg the Olympic Games - you don't see women clamouring that they can't compete in the same events as the male athletes, as clearly the girlswould be left in the dust and possibly would not even qualify to compete in the event

**bobx23456** · 1st-May-2008

Quote from shaazam

don't use feminist terms like "sexist" to express you views the ad is simply anti male sexism is a construct by feminist to describe a natural situation as folk discriminate between the sexes outta necessity is a woman going to a female toilet 'sexist'

the 'sexist' term is only used by women when they perceive a situation of disadvantage accruing to them because of their sex

they then decree that the situation is 'sexist' and demand preferential treatment

they only do this when they perceive there is an advantage; never when a situation would be a disadvantageous them eg the Olympic Games - you don't see women clamouring that they can't compete in the same events as the male athletes, as clearly the girlswould be left in the dust and possibly would not even qualify to compete in the event

You are right about language. "Sexist" appears to be gender neutral, but has been redefined by sexist people to exclude their sexism. Their sexism is powerful enough to redefine the word.

Same with "racism." We have screwball terms like "reverse racism" which assumes that "racism" has an implied standard direction.

blessings

Bob

**byslexic_danana** · 1st-May-2008

There were also, about three or four years ago, a group of adverts for a washing powder; 'Lenor', possibly. One features a couple who've got up in the middle of the night, as they supposedly have an intruder outside. The woman is behind the man, who is brandishing something as a weapon, of some sort. The woman is saying "he's outside!", and urging the man outside, so he opens the door and goes into the front garden, then, slam, she locks him out, then goes back to bed, and has the bedclothes that this great washing powder have been cleaned in, all to herself. The catchphrase was something like "too good to share".

Another such advertisment for this company, featured a couple, in a car. Of course, the guy was driving. The woman opens the passenger glove compartment, and pulls out a pair of knickers, and starts yelling at the guy, asking whose they are, leaving the guy confused, and insisting that he has never seen them before in his life. The woman then smugly smiles, as it becomes apparent to the viewer that she has put them there herself; switch to her that night, having the bedclothes to herself, having supposedly thrown the man out of bed for cheating on her.

Although not an advert in the traditional sense of the word, have any of the UK folk here watched much of the Sky channel 'UK Gold'? I believe one variant of which has been renamed to 'Dave', and between programmes, there used to be a man and a woman doing voiceovers to say what was on next. The man would say what was on next, and make a comment on which, and the woman would then invariably reply with a put-down towards the man, in extremely smug a tone. I actually complained on their website about this, and it's since been stopped; I'd love to think that it was down to complaints such as mine, but I severly doubt it. Ironically, on a feminist website, there were complaints at the fact that the channel, 'Dave', was so-called; apparently, giving a comedy channel a male name implies that comedy is more of a male thing. Apart from being true, I can't get over the barrel-scraping in which many feminists engage. You can bet that the same feminists gave not a second thought to the said exchanges between the male and female voiceovers, however.

It pisses me off, this trend; however, the problem is that women are the most influenced by advertising, and this trend appeals to women. It won't have been the advertising style itself that started this way of thinking, but this will be reinforcing it. It's hard to know where the solution to the problem lies; if this style appeals to women - and clearly, it does - then many companies are probably but advertising in a manner they feel will increase their sales, rather than going all out to be sexist.

So, yeah, it's a complicated, depressing problem.....

**Percy** · 1st-May-2008

Action is needed, not complaint to 'Authorities' and 'Ombudsperdaughters' who will do nothing. Direct Action.

We had a local low-cost furniture company here who ran an ad showing the usual stupid, unshaven, sloppy, dorklike man breaking the sofa by leaping on it; and the smart, sassy, long suffering, well dressed executive-style wife who took him to the showroom to buy another. Get this - her dad pays for it. Eveyone - woman, dad, salesman, give these withering, sneering looks at the chap.

I emailed the company explaining my outrage. I got an email back, from their female marketing manager, pissing me off. "It is humour".

So I emailed back telling them that their advertising company was selling them short and putting customers off. And that I could do a much better job. I spelt out what 'humourous' things I was going to do, as they seemed to like humour, if the ad wasn't pulled straight away.

This included getting some focus groups - you guys -to give their opinion (I am happy to report that some of you did), with copies to the local newspaper; plaquards outside their showroom and in the city centre telling men to send their wives to the showroom as they wouldn't permit stupid men to buy their furniture; signage on the road outside their showroom saying, 'Slow stupid men ahead entering X's shop with sassy woman leading'; a full page ad in the local newspaper (no friggin' way I could afford that mind you), a new paint job on their premises and some changes to their signage showing practical examples of their business ethic. I phrased it all in ways of a 'business advisor' so that it could not be taken seriously as a threat by any judge or cop. But the message was very clear.

They pulled the ad. They even changed their company name.

I doubt I would have taken the effort to do all of those, but I was ready with cans of spray paint for a midnight visit.

I advocate - I recommend - that members take direct action. A midnight trip to a shop specialising in such products. Spray paint, "Oatibix is sexist shit" on supermarket windows. That will really piss Tesco off with that supplier. Spray paint "Sexist Insurance here" on Insurance business windows. How about a car showroom, "Women only - men fuck off ". That should help them sell friggin' cars.

Oh, and don't forget to leave a message on the local newspaper phone line so they can have a snapper there at dawn.

**byslexic_danana** · 1st-May-2008

It pisses me off when people dismiss the seriousness of such ads, with "it's humour"; when such 'humour' is only EVER used against men, it's fairly damned obvious that it's not only 'humour', but also sexism. Amazing how what's humour when aimed at one gender, is suddenly extreme sexism when aimed at the other.

**6ame** · 1st-May-2008

Quote from dyslexic_banana

I can't get over the barrel-scraping in which many feminists engage

This barrel scraping comment reminded me of an item on the BBC news just the other day, maybe you saw it, it stated that charities for women who suffer abuse at home make less money than donkey sanctuary charities.
They didn't compare it fairly with charities for men who suffer abuse, but with donkeys, I still have no idea why the two were ever compared in the first place, probably to make women look like victims, the usual tosh.

**byslexic_danana** · 1st-May-2008

Quote from 6ame

This barrel scraping comment reminded me of an item on the BBC news just the other day, maybe you saw it, it stated that charities for women who suffer abuse at home make less money than donkey sanctuary charities.
They didn't compare it fairly with charities for men who suffer abuse, but with donkeys, I still have no idea why the two were ever compared in the first place, probably to make women look like victims, the usual tosh.

I didn't see it, but it doesn't surprise me one single bit; the usual victimhood tactics being displayed there. As soon as I read the 'donkey sanctuary' part of your post, I thought "well, surely it'd be more logical to compare it to charities for men who suffer abuse", thus giving a fairer basis for comparison. Also, donkeys have less control over the situations they end up in; many 'abused' women are either the sort who lusted after 'bad boys' (turning many a nice guy down along the way, of course), or the sort who, interestingly enough, seem very violent themselves; or both, of course.

I think I'll save my change for the donkeys.....