The phrase ‘sex sells’ can be an understatement, or even a fallacy. Because these ads are not just selling sex, but the idea of a perfect woman. And not only are these ads portraying women as objects, something pretty to look at/model the product, they’re enforcing gender roles by playing on stereotypes of women and men.
Women, according to commercials, nag, diet, worry constantly about their hair, do the laundry, cook (unless it’s in a restaurant kitchen, then it’s a man), do the cleaning, prance around happily during their periods, and are apparently only attracted to men who: wear the right cologne/shower foam/jeans, or drive the right car, etc.
So not only gender roles are enforced, but the heteronormative matrix is represented, since men are supposed to like women and vice versa… any display of homosexuality tends to be of women and can still be viewed as targeted at mainly men.
Continue reading: If Your Product Were Any Good, You Wouldn’t Need Sexism to Sell It – Gender Studies