Disgusting Guinness Commercial

A facebook friend posted this video on his wall. He wrote "best. video. ever" next to the link. I strongly disagreed.



This ad is actually incredibly offensive. I'm all for sexy advertising but there's nothing sexy or appealing about a women being portrayed as a silent beer coasters while three men(?) drink off of her. I think what bothered me most, though was the text: "Share one with a friend"... seriously? That's such blatant objectification. It portrays women as no better than beer, serving the mere purpose of entertaining men as they bond while they fuck us. Eww. The supposed sex here bothers me, too. It's clearly not good sex (based on the woman's only slight movements) and portrays the woman as nothing more than a body for three others to fuck, which is disgusting and not sexually empowering whatsoever.

Sexism is alive and well in this ad. If nothing else we have to admit that advertisements serve to sell more than the product they are promoting. If that wasn't the case, why would they use hot, half naked women to get products noticed? Advertisements also sell concepts of normalcy, and in this case, create a culture where it's not only ok but sexy to objectify women, use them solely for the purpose of male bonding and beer drinking, and "share them" with their friends. Women (people in general) deserve better than this.

I objected to the link. I posted an explanation underneath it to which many people replied that i was being overly liberal, overly sensitive, and unable to take a joke. Then someone compared this commercial to this Calvin Kline ad of David Becham modeling underwear. The guy was clearly misunderstanding the definition of "objectification." The term is used to signify when a person is seen purely to serve a purpose and their attributes and appearance are separated from the rest of their worth to reduce that person to an instrument (or object) solely for the pleasure or use of another person. When men are photographed half naked (as in that ad) men aren't objectified in the same way women are everyday due to the social context. We live in a country where women are second class citizens and commercials like the Guinness one only serve to perpetuate and glamorize that status.

Research just this year found that men are more likely to think of women as objects if they viewed pictures of stereotypically sexy women beforehand. "Researchers used brain scans to show that when straight men looked at pictures of women in bikinis, areas of the brain that normally light up in anticipation of using tools, like spanners and screwdrivers, were activated. Scans of some of the men found that a part of the brain associated with empathy for other peoples' emotions and wishes shut down after looking at the pictures. Susan Fiske, a psychologist at Princeton University in New Jersey, said the changes in brain activity suggest sexy images can shift the way men perceive women, turning them from people to interact with, to objects to act upon."

Meet Dov Charney.

Yes. Please. Let's meet the asshole.

Dov Charney is the CEO of American Apparel. He has also had three sexual harassment lawsuits filed against him just in one year by employees. He also frequently walks around the office in his underwear and makes a habit of calling his female employees, "sluts," because he considers the term to be endearing and a normal part of "welcomed conversation."

I get it, companies need to be edgy to make it these days. But that edge doesn't have to come at the expense of objectifying women. When questioned on it, Charney claims his style isn't a shtik but rather a business model. He urges that, "the financial guys will miss an opportunity if they are offended by superficialities." Superficialities? Hmm, not so much. Putting up a billboard in the middle of Manhattan with an almost nude model bent over, facing the other direction is objectifying. No doubt about it and no superficialities either. And if the billboard itself doesn't bother you, maybe the fact that it was spray painted with, "GEE, I WONDER WHY WOMEN GET RAPED," will. Not that Charney can control what people tag his billboards with but he should hear the message loud and clear. Advertising like his perpetuates a culture of rape and victimization.

So, let's "Meet Dov Charney," the CEO of American Apparel.

The text on his advertisement (top of page) acquainting us reads, "Women initiate most domestic violence, yet out of a thousand cases of domestic violence, maybe one is involving a man. And this has made a victim culture out of women.” Wait, what? Where the hell is he getting his information? Because that's clearly not the case.

Also, since when do CEOs of companies make it a point to appear in the company advertising? And since when are they so creepy. He looks like a rapist and she looks like she's drugged. Not helping your point, Charney.

AA's clothing has gotten such mass approval for being made in "non-exploitative settings." In a way, that's true. Rather than being made in sweatshops overseas like so many other companies, AA clothes are made in an air-conditioned factory in LA and employees are paid a fair wage as well as receive full health benefits. I can't say anything bad about that, it's a shame more companies don't follow in AA's lead in terms of anti-sweatshop labor. But "exploitative" can mean other things, too. Like regularly being sexually harassed at work, being forced to laugh and cheer as your boss runs through the office in his underwear, and being called "slut" as a term of endearment at work.

More on Charney here...