Super Bowl Ads - Do They Go Too Far?

We’re all probably aware of the fact that a ridiculous amount of viewers tune into the Super Bowl each and every year. Also, it’s arguably one of the only times where viewers actually look forward to commercials. Therefore, it’s one of the biggest nights for advertisers, with an estimated cost of $3.6 to $3.8 million for air time this year (eonline). This year, and in previous years, there have been many commercials where sex appeal has been the main theme. After our discussions in class about gender, identity, ideas of beauty, etc., I couldn’t help but critique a few of them.

For example, the Carl’s Jr. ad where a model in a barely-there bikini is sitting on the beach eating a sandwich. She’s skinny, tall, large-breasted and “seductively” stuffing a sandwich into her mouth; at one point, she even unties her bikini top. Carl’s Jr. is known for these types of commercials with other female celebrities like Kim Kardashian, Paris Hilton and Kate Upton doing the same thing, just in different locations. I can’t help but wonder, what are these types of commercials saying about women? To me, they are making women into sex objects while trying to make a buck. Do “real” women really seductively roll around in the sand stuffing their faces with burgers? These ads, especially during the Super Bowl, are viewed by millions of people, including families with young girls and boys. I feel like commercials such as these are only playing into our society’s view of what beauty or sexuality is, setting a negative example. I realize she was focused on the representation of Latina women in The Gendered Face of Latinidad, but I think Valdivia’s point applies to these commercials when she states, “…difference continues to be policed in a manner in which certain bodies, skin tones, accents, and shapes are more visible or desirable than others” (3). In this case, the model in the Carl’s Jr. ad is representing a body and shape that is “desired” in our society today.

The same can be said for men and young boys when it came to the Calvin Klein commercial of a male model in only black briefs, flexing his muscles the entire time. What does that say to young boys and men about their appearance and what they should look like to be “sexy”? I know a lot of people like these commercials and are obviously attracted to the models, but I think it’s potentially setting a bad example for millions of viewers and their families, especially the younger generation. I realize that realistically, these types of commercials may not go away – sex sells and most advertisers are willing to go this route. There are those out there that have petitioned Carl’s Jr. ads, such as change.org, but whether they will stop is another story.

If you have time and haven’t already seen them, check out the commercials above and let me know what you think.