Every year, millions and millions of viewers tune-in to watch the biggest television event of the year: The Super Bowl. While the game is the main draw for most viewers, there are also many viewers who watch the game just for the commercials. Super Bowl ads have a reputation for being provocative, risque and sexist, so this year we decided to watch and take note of how the ads depicted women. We were pleasantly surprised by this year’s commercials, finding there to be more inspiring commercials and fewer portrayals of scantily clad women. Let’s hope that this trend continues into next year!
Goldiblox! A great company that is encouraging girls to consider STEM (science, technology, engineering and mathematics) hobbies and careers. The options for girls toys are often limited to very gender specific stereotypes, and Goldiblox is showing that there are other ways to play (and learn)! Check out their website if you haven’t already and let’s keep encouraging the children we know, whether boys or girls, to embrace the things they enjoy.
What to say about this commercial??? America IS beautiful and so are the various kinds of people who make this country what it is. Women and men were equally shown and the cultural diversity was so refreshing. Additionally, we think we spotted a few same-sex couples! How awesome.
Unfortunately, prejudice is still shockingly prevalent. Let’s stand up for and encourage diversity!
A female machine engineer turns entrepreneur in this commercial! No stripping, breasts, or gross make outs. Nicely done, Go Daddy.
By far the most sexist video of the night was Volkswagen’s “Wings” ad. The commercial begins with a father asking his daughter, “What if I told you that every time a Volkswagen hits 100,000 miles, a German engineer gets his wings?” Yes, you read that right, folks: a German engineer gets his wings. Why not go with the gender neutral their which would imply that an engineer can be either a man or a woman, particularly when this dad is speaking to his teenage daughter? Apparently it’s because, according to Volkswagen, there are no female engineers.
But the commercial doesn’t stop there. It goes on to a montage in which a series of German engineers begin sprouting wings — and not one of them is a woman. Of course, they did throw in a hot, female engineer in the elevator. However, she was simply there to be the butt of a joke (pun intended): her male counterpart grows wings which hit the female engineer in the butt, apparently because sexual harassment is hilarious. Volkswagen had an opportunity here to follow in the footsteps of GoldiBlox and encourage more young women to go into STEM fields like engineering. Instead, they show a bunch of old white dudes doing the job while the one female engineer is made into a joke.
– E and C