Mad World: Retro Sexism and Über Ironic Advertising
Marketers are increasingly using Retro Sexism to sell products. This form of advertising uses irony and humour as a way to distance itself from the sexist and/or racist representations and stereotypes they perpetuate.
Retro Sexism (n.): Modern attitudes and behaviors that mimic or glorify sexist aspects of the past, often in an ironic way.
Related Links and Articles:
* Definition of Retro Sexism found at WordSpy
* Female Chauvinist Pigs: Women and the Rise of Raunch Culture by Ariel Levy
* The Sherman Foundation has a series of posts that discuss Retro Sexism
* A previous Mad World post discussed irony in advertising
Transcript available here: http://www.feministfrequency.com/2010/09/retro-sexism-uber-ironic-advertising
Anita Sarkeesian is a feminist media literacy advocate, pop culture critic and fair use proponent. She maintains an ongoing web series of video commentaries from a fangirl/feminist/anti-oppression perspective at her website www.FeministFrequency.com.
This project was made possible in part by a grant from Oregon Humanities (OH), a statewide nonprofit organization and an independent affiliate of the National Endowment for the Humanities, which funds OH's grant program. Any views, findings, and conclusions, or recommendations expressed in this article do not necessarily reflect the views of Oregon Humanities or the National Endowment for the Humanities.
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