Tags: biology, bodies, gender, marketing/brands, sex/sexuality, biological determinism, dress negotiation, gender blame, sexism, sexual objectification, 00 to 05 mins
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
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