![]() Tags: biology, bodies, gender, marketing/brands, sex/sexuality, biological determinism, dress negotiation, gender blame, sexism, sexual objectification, 00 to 05 mins Year: 2013 Length: 0:30 Access: YouTube Summary: This commercial from Duluth Trading Company is an accurate example of the ways in which women are subtlety encouraged to participate in forms of security from men’s seemingly-natural demeanor. Indeed, through the purchase and use of a Duluth Trading Company "Longtail" t-shirt, women are promised the security from the "gawking gopher," a character that stares as the fictional female character bends to perform a task. The blame, in this case, is placed on women for not covering up, perhaps framed as a feminine task to help men sooth their "inherent" tendencies to be hypersexual. From this born-this-way perspective, men avoid responsibility for their objectification of women. This means that, among other things, men are also excluded as solutions to such an issue. Instead of discouraging men to “gawk” through a deconstruction of the relationship between masculinity and objectification, this commercial delicately—yet notably—places the male response to a women’s body as a natural reaction that can only be solved through the further policing of women’s bodies. Submitted By: Peter Rydzewski
2 Comments
Bernda Vander Mey
6/13/2014 12:10:19 am
Duluth also has longtail tees for men so that they can avoid "Plumber's Butt." If we are drawing a bead on sexism in advertising one could raise concerns about the fact that the plumber is male rather than female. He also is a little fat. http://www.duluthtrading.com/store/mens/workwear/longtail-t-shirts/longer-shirts.aspx?feature=6-Longtail%20T%20Shirts
Reply
Tavona
6/7/2015 09:04:26 am
I agree with your comment. I was excited to see long tail tees because of the crap other women were giving me about my crack showing. I have a longer torso and finding tall clothing for women is a nightmare.
Reply
Leave a Reply. |
Tags
All
.
Got any videos?
Are you finding useful videos for your classes? Do you have good videos you use in your own classes? Please consider submitting your videos here and helping us build our database!
|