Call it a new segment.
I’ve been trying to build my sociological pseudo-thesis (not in a grad program, but I just want to write) about the social forces all around us–namely the commercials I work so fervently to convince my kids to fast forward through. In this segment I want to take the time to call out a few key commercials, highlighting the supposed demographic and why these commercials are so impactful, be it in a positive or negative way.
The new Bud Light commercial deserves a look. This commercial features an all black cast with a typical mix of light and dark skinned individuals. The commercial centers around a group of dudes sitting at the bar arguing about who saw something first. Given the linked visuals we are led to believe they are talking about and objectifying a woman as a possession. Once the woman arrives it is clear that they were discussing the beers she was delivering and she even gets in on the action, exclaiming how cool the bottle is. She moves away never once assuming (to our knowledge) that she was being objectified.
This is where the commercial breaks down for me. The audience is being led to identify with the objectification of a woman and once we discover we were supposed to be objectifying an actual object, we are not scolded, and furthermore the woman plays along.
The sexual objectification of women is as prevalent as roaches in a hot climate. As we see more commercials like the Dove ads working to countermand this, the forces of objectification are becoming emboldened.