commercials

Dating can be confusing -- especially when one or more parties links emotional milestones to consumerist signifiers. And yet ... somehow, the solution is probably not to buy cheap accessories at Target.

Did anyone else notice the bizarre sexism during the commercial breaks on last night's episode of Mad Men? I can accept that a healthy dose of douchiness comes with the territory when I decide to watch currently airing episodes of a show instead of waiting for it to come out on DVD, but I honestly felt creeped out by how skewed all of last night's ads were toward a male (and sexist) audience. Could it be that, because the show itself portrays a stylized hypermasculinity, advertisers are missing the context and coming up with campaigns to try and match Mad Men's outdated sexism?

I saw ads for (and this is just what I can remember): Lipitor, Viagra, NFL Sunday Ticket, and more, all aimed at middle-aged men who I didn't think were following Peggy Olsen's rise to the top all that closely. Oh, and let us not forget this gem, from Clorox:



Because, you know, sometimes even MEN do the laundry! And Clorox apparently dragged that ad out of its archives (here is a Feministing post on it from two years ago) just for Mad Men. WTF?

So, rather than watch the Super Bowl, I ate food and slept. In spite of my attempts to avoid the whole damn mess, however, I still wound up being forced to deal with the requisite oohs and aaaahs over the commercials. I'm not a big fan of commercials period--but Super Bowl ads are often especially problematic to me because they are well aware that they are appealing to the most base instinct of the macho drunk male getting it on with his macho drunk male friends (I read somewhere that more partner abuse happens during Super Bowl than any other time of the year).