Modern Sexist Advertising

by JFalcon27 on February 27, 2017 - 3:26pm

              Most people would be surprised to find out that many of their favourite chocolate bar companies can have extremely sexist commercials. For instance, a little while back, my friend had showed me a Australian Snickers commercial. This commercial clearly uses women’s bodies as sexual objects throughout the advertisement. In addition, we notice that women are portrayed as being irrational human beings.

             This commercial takes place on a construction site. Male construction workers are yelling at women on the street telling them “I’d like to show you the respect you deserve” and “You want to hear a filthy word? Gender bias” and “You know what I’d like to see? A society in which the objectification of women makes way for gender neutral interaction free from assumptions and expectations.” The thing about this commercial is that you would think it’s harmless and pro-feminist, but it is the exact opposite of that. At the end of the commercial, they say their famous slogan: “ you’re not you when you’re hungry”. Even if they didn’t actually say it, the idea taken from this commercial is that Snickers is mocking the fact that men can respect women.  The end of the commercial was a huge slap in the face. It was basically stating that pro-feminist men are clearly unnatural and this “irrational” behaviour is due to the fact that they haven’t eaten in a while. This is implying that women are feminists and that all men are not. The commercial suggests that the men saying all these pro-feminist statements are being completely irrational, which in turn is saying that women with feminist thoughts are illogical. Snickers is basically mocking women and their rights and turning them into sexual objects in a very subtle manner.

               Throughout the commercial, women are being treated as sexual objects. The construction workers hit on women walking on the sidewalk who have a certain physical appearance that is attractive to them. The construction workers were stopping women in the street and were wasting their time, which is an imposition on their time and autonomy. The only real roles we see in the commercial are the male construction workers cat-calling women, which indirectly implies that women are naturally more passive and inferior than men. The commercial mainly targets males.  The advertisement business is notorious for portraying women as oppressed sexual objects in order to amplify the power of men. This is a big concern because in our modern time product advertising is absolutely everywhere. This is concerning due to the fact that kids see these types of commercials all the time. They will grow up with these faulty morals. Women, especially young women, need female role models, which the media hasn't been able to provide.  Just like in this Snickers commercial, many companies dehumanize and objectify women and nothing is being done about it. This commercial can be simply fixed by Snickers incorporating their idea in a opposite manner. Throughout the commercial they could've had the male construction workers screaming sexist phrases to the females walking down the street and then at the end implemented their famous slogan. In fact, this would've been a great way to promote gender equality.

               There are advertisements that promote gender inequality subtly everywhere. However, nothing is being done about it. Snickers might have thought it was a good and funny way to attract the male consumer. But, we must think for future generations and what morals should they should grow up with. Should they grow up watching women be objectified and degraded on a daily basis?


Works Cited:

“Australian Snickers Ad - Progressive or Sexist?” Youtube, uploaded by Tech-Flo, 18 Jun. 2014, 


Miss representation. Directed by Jennifer Siebel Newsom, performances by Jennifer Siebel     

             Newsom, and Condoleezza Rice, Ro*co Films Educational, 2011.