Male privilege shown through advertisements

Aubrie Smith

Soc 4150

11/28/2018

                                                Advertising in a Sexist Society

           

            “Male privilege: the invisible daily benefits of living as a man in a sexist society that oppresses women” (Kidd p. 280).  These ads showcase women’s oppression through their depiction of a woman’s role in society as one needing to stay in the kitchen and cater to her husband hand and foot. The problem of inequality towards women is rooted in social structure. We live in a patriarchal society in which men are viewed as superior to women and this is no exception in the media. “The idea that men and women are fundamentally and radically different from each other is a cultural phenomenon” (Kidd p.109). Male privilege does vary across time and therefore recognizing how it had been reinforced through society and the media gives insight into how it has been maintained.

            The first example that comes to mind when thinking of male privilege is the right to vote. Women were not given this basic right because they were viewed as inferior and incapable. An example of male privilege in everyday life is the issue of equal pay for equal work. It still exists because women are paid less than men despite the fact that they are doing the same job. This playlist is comprised of advertisings that would never be accepted in today’s society but the fact that they were once not seen as extremely problematic is the example of male privilege. These ads would have been shown without a second thought because male privilege at that time was unapologetic. The advertising agencies did not try to hide the message being conveyed as they do now. The message of male superiority remains but the way ads cleverly disguise this message is a testament to the society we live in today.

            The first ad is from a coffee brand that shows a woman being bend over her husband’s knee and hit because she didn’t get him the fresh coffee that this particular brand can provide. The fact that domestic abuse is being used as a tool by the marketing agencies to encourage women to buy this product is a clear example of male privilege. Had this ad been of a woman beating her husband for buying the wrong coffee it wouldn’t have had the same effect on the general public. Society wouldn’t have understood a woman beating her husband but it did understand a man beating his wife.

            The second ad is from the Drummond sweater company marketing to men. It says, “Men are better than women! Indoors women are useful- even pleasant. On a mountain they are something of a drag.” The image is of a woman hanging off a cliff, onto a thin rope while the two men carry on a conversation and seem less than concerned for the woman’s life. The ad is basically saying that women are only useful at home and to take them along would only be more hassle for the man than it’s worth. It literally says men are better than women… Only in a sexist society where male privilege prevails would these advertisements be produced.

            The third ad is for a tie company. It says, “Show her it’s a man’s world.” The image is of a man lying in bed being catered to by a woman. She is serving him breakfast while on bended knee in a subservient manner. The fact that this is an ad for a tie doesn’t seem to correlate with the image. Male privilege in this case would be the bold statement that this society is male oriented and women should accept this reality and behave accordingly.

            The fourth ad is by far the worse in my personal opinion. It says, “Learn to train your wife in 5 easy lessons.” This ad is marketed to men who wish to get their wives to, “fetch your slippers and pipe, massage your feet, serve you ice cold beer and snacks, sit quietly while you browse your favorite television station, respond to non verbal cues such as the snapping of fingers, answer ‘yes dear’ to any and all requests, and greet you at the door wearing nothing but cellophane wrap.” This ad treats women as something kin to a dog and a servant. The male privilege showcased here is mind blowing. The fact that there was once a time in society where this type of ad could be seen by the masses shows how much society has changed. Though male privilege is not gone it certainly isn’t as outwardly present as this.

            The fifth and final ad is from Pyrex. It says, “Successful marriages start in the kitchen.” This ad shows a woman in a wedding dress taking a dish out of the oven and her husband watching over her shoulder in anticipation. This ad seems to market to women who want to have a successful marriage and having the right cookware seems to be an important part of this, because as a married woman she will be spending the majority of her time cooking for her husband. It goes on to says, “Now the new mistress of the house can go right ahead with some of those girlhood dreams- preparing lovely meals for her man.” The male privilege here is shown through the idea that women’s main role in society is to spend her time in the kitchen for the benefit of her husband.

            All five ads were published in magazines and newspapers with the objective to draw consumers to their products. The idea that these types of images enticed people to buy their products is proof of a sexist society profiting on women’s oppression and male privilege. Today’s ads focus on objectifying women’s bodies and showcases hypermasculinity through ads of men with six-pack abs. Though both forms of advertising are problematic, I would say that these ads paint a very clear picture of the type of extremely sexist society in which we once lived.