• How Sexist Is This TV Ad?

    So Bon Yurt, a Colombian yogurth brand by Alpina, has released it’s new TV ad. Bon Yurt, since it has a two-words name, has a marketing strategy about “two words that make you happy, like your Bon Yurt“.

    It’s newest ad is “More options, two words that make you happy, like your Bon Yurt“, and here it is:

    Now, I know this is a sexist ad spot – it objectifies men, depicts them as lacking in will, denying them agency in their own lives.

    Nevertheless, I chose not to be offended by it and that’s why I won’t be be ranting endlessly about how Alpina is an evil tool of ‘matriarchy’, or similar follies.

    What’s more – I cheer the wink of approval towards poligamy and promiscuity; I find it praiseworthy to get to see such suggestions in a national TV ad and the underlying idea that women can have as many partners at the same time as they wish.

    Actually, if the ad had bothered me, not even in my wildest dreams would I have pretended them to stop advertising unless it was accordingly to my sensitivites. Interestingly enough, experience has shown that were things the other way around, this would not be the case.

    Where are all the third-wave feminists and what’s their take on this?

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    Article by: Ðavid A. Osorio S

    Skeptic | Blogger | Fact-checker
    • RussellBlackford

      Love it!

      • Thank you 🙂

        Feel free to share it all you want to!!

    • Ads can’t be judged in a vacuum, but as part of a sociocultural landscape. Any group of people which is routinely devalued can reasonably be expected to be more sensitive to messages that hit that note.

      • I’m not sure I follow.

        Let me know if I understand you correctly: we shouldn’t be surprised men (and for that matter women as well, and feminists) aren’t making a big thing out of this because we haven’t been routinely devalued?

        If so, I would argue that not being historically devalued is not some sort of carte blanche to start doing it now. The whole point of equality revolves around women being treated as well as men, and not treating us as poorly as women have historically been treated.

        Please, let me know if I understood your point right!

        • Yes. And yes of course it is not carte blanche to start doing it now, but it isn’t starting.

          • So my point about double standards in the third-wave feminism circle stands 🙂

            • It isn’t a double standard. Men are not and have not been systematically devalued in the sense and degree women have and one ad doesn’t change that. Men enjoy a comfortable position of limited sexual discrimination and are not threatened by this one ad. Women do NOT enjoy that comfortable position.

            • Granted.

    • Ed Clint says:

      Men enjoy a comfortable position of limited sexual discrimination and are not threatened by this one ad. Women do NOT enjoy that comfortable position.

      If one looks deeper into the subject.. there are tonnes of discriminatory messages against men in the culture.. media, music.. I wouldnt characterize it as ‘limited’ at all. For e.g this guy has compiled about 18 videos.. each around 15 mins.. of ads that show men in very poor light Misandry in the Media.
      There’s even a book Spreading Misandry: The Teaching of Contempt for Men in Popular Culture by Academics Paul Nathanson and Katherine Young cataloging these in pain-staking detail

      Any group of people which is routinely devalued can reasonably be expected to be more sensitive to messages that hit that note.

      Unless there are innate biological issues that makes them less sensitive to such messages.
      Have you read the Myth of Male power by Warren Farrell, which talks about “Male Disposability”? simply put.. throughout our evolutionary history, the fact that females were the reproductive bottleneck, combined with the looong childhood in humans.. and that sperm is cheap and eggs are expensive.. meant that it best served the species for males to disregard their own well being and for females to be extra-sensititive to their well-being?

      And culture has always built on psychology, to build civilization. You might be familiar with psychologist Roy Baumeister’s work.. on what he calls the two spheres of human evolution.. the private and the public.. and how each of the sexes were better at their respective spheres, and culture grew out of the male sphere, and it just couldnt have been any different.

      Is There Anything Good About Men?: How Cultures Flourish by Exploiting Men a summary of which is available here: http://denisdutton.com/baumeister.htm

      Do you believe that in the past women were unjustly “devalued” in the public sphere, and that too ONLY by men? That if not for the growth of prosperity and establishment of the tertiary sector of the economy.. a.k.a desk jobs.. women would have flocked to the public sphere to handle menial jobs, much of which were death jobs?

      • @Skeptic_Ink:disqus , he’s addressing your comment! Thought you’d like to know!

        • Thank you @Daosorios:disqus I didnt know tags worked in Disqus comments. Great.

          • Sure thing 😉 We’re here to help!