Snickers Mocks the Idea that Men Can Respect Women » Sociological Images

This is one of the most demoralizing ads I’ve seen in a long time. It’s an Australian ad for Snickers in which construction workers on a busy city street yell pro-feminist comments at women, like “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 construction workers are actors, but the women on the street are (or appear to be) real and their reactions authentic. The first thing women do is get uncomfortable, revealing how a lifetime of experience makes them cringe at the prospect of a man yelling at them.  But, as women realize what’s going on, they’re obviously delighted.  They love the idea of getting support and respect instead of harassment from strange men.

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This last woman actually places her hand on her heart and mouths “thank you” to the guys.

And then the commercial ends and it’s all yanked back in the most disgusting way. It ends by claiming that pro-feminist men are clearly unnatural. Men don’t respect women — at least, not this kind of man — they’re just so hungry they can’t think straight.

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