Where Are the Women?
Feminists Pick the Champs and Chumps of the Super Bowl Commercials
NOW Foundation's 2008 Feminist Super Bowl AdWatch
Every year, the Super Bowl commercials get almost as much attention as the game itself. On Feb. 3, 2008, feminists across the country went on the offensive by rating the ads based on their portrayal of women and other groups who often see themselves stereotyped, ridiculed or left out of the picture entirely.
Advertisers paid an average of $2.7 million for a 30 second commercial this year - a sure sign that they believe their commercials will make a big impact on the viewing audience. The National Organization for Women Foundation agrees with these companies -- advertising does matter in our media-saturated culture. The portrayal of women and girls, people of color, and other disenfranchised groups can affect how they are viewed in society and how they feel about themselves.
That's why the NOW Foundation got in the game and compiled our own feminist rankings for the best and worst ads. Volunteer monitors rated the ads based on four categories: representation/diversity, sexual exploitation, violence, and social responsibility. So, let's get to the results . . .
What We Found: General Impressions
Our monitors commented that while the ads weren't as offensive as in years past, very few women were featured. "By the second quarter, I said to my friends that there were more animals in the ads than women," said Karen from Florida.
"Women were virtually non-existent in speaking roles and the overwhelming tone exalted violence," reported Gail from Texas. Another monitor stressed that when women were shown they were as passive objects - not active players in the storyline. Often, women's sexual availability to men was central to the theme of the sales pitch.
The movie ads in particular starred men in active roles with women as their girlfriends. The most active women were the ones in the ultra-violent Terminator: The Sarah Connor Chronicles promos. Person after person made note of the high level of violence and destruction running through almost every ad. Kathy from Ohio remarked on "all the violence done to men-clamps on nipples, plowing into a pole with legs apart, being sucked into a jet engine…ouch!"
The use of diversity in the ads could often be boiled down to "blatant racism" and "ethnic exploitation," as many of these characters were stereotyped and cartoonish. In general, "poor taste" was a common comment, as was "just plain dumb."
The following are the Super Bowl commercials that our AdWatchers rated as the worst and best of the night:
Worst Ads: Most Sexist, Most Offensive
1. GoDaddy.com - Super Bowl partygoers watch Danica Patrick's "exposure" ad online
"Let's turn the well-known female competitor into a sex symbol," Jon, N.Y.
2. Planters - "Unattractive" woman attracts attention from men
"Who would have thought a peanut ad could be offensive!? They pulled it off," Jessica, Md.
3. Bud Light - Carlos Mencia teaches immigrants how to pick up women with their accents
"Sexual exploitation, dominance," Carolyn, Mo.
4. Victoria's Secret - Model Adriana Lima and the song "I'm in the Mood for Love"
"Offensive because of the one-dimensional presentation of a female as an object for sex with a man," Liana, Wash.
5. Taco Bell - Mariachis play in office and excite woman worker
"Demeaning use of stereotypes and dialect humor," Gail, Texas
Many more ads showed up on the monitors' worst lists due to gratuitous violence, sexual exploitation and ethnic caricatures.
Best Ads: Most Positive, Least Offensive
1. Budweiser - Dalmatian trains Clydesdale
"Great team work," Sherrie, Calif.
2. Coke - James Carville and Bill Frist bond in D.C.
"Whimsical and enjoyable to watch without anyone getting kicked in the groin," Lisa, Md.
3. Coke - Parade balloons try to get Coke bottle
"The 'underdog' Charlie Brown gets it!" Amy, D.C.
4. Diet Pepsi Max - People nod off in various settings
"Lots of diverse images of women, people of color," Liz, Va.
5. White House Office of National Drug Control Policy - Drug dealer losing customers to prescription drug abuse
"Thoughtful, innovative approach," Marilyn, Ariz.
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