Do you think the Diet Coke adverts "objectify" ; men?

(149 Posts)
foodworknews Sun 01-Sep-13 21:21:31

They've been going for years. It used to be a bunch of office women drooling over a window cleaner with his shirt off drinking the beverage.

The latest one a bunch of women in the park drool over a man who gets his shirt wet and removes it before proceeding to have a drink.

Isn't this basically the opposite of what we sometimes complain about?

Shakey1500 Sun 01-Sep-13 21:23:12

I agree.

disguiseno1 Sun 01-Sep-13 21:23:25

Well i never complain about half naked women so does this mean i get to appreciate half naked men guilt free?

gaggiagirl Sun 01-Sep-13 21:25:57

Totally agree!

I've just said exactly that when I saw the ad tonight.

Flip the genders and there would be hell on.

Gives women a bad name does that.

I totally agree. I don;t know if any of you have seen the two twin brothers who are gardeners on this morning, i think they are on once a week, but they are always showing off their muscles in tight vests and shorts, and it really irks me. Imagine if they had two twin sisters as the gardens in scantly clad gear. It's just so transparent. Put on a t-shirt and a pair of trousers!

PigletJohn Sun 01-Sep-13 21:32:32

it's not the opposite, it's the same.

Growlithe Sun 01-Sep-13 21:32:44

Are they still going? Bit of a dated concept all round, both objectifying men and aiming diet products at women.

Time for a new idea?

catham Sun 01-Sep-13 21:35:34

sex sells

ChunkyFicken Sun 01-Sep-13 21:38:28

Yes, I agree. If this was a woman who was being ogled by men, then had to strip to her bra after the shaken can of Coke soaked her t-shirt I'm sure there would be uproar.

PelvicFloorClenchReminder Sun 01-Sep-13 21:38:39

It's pretty vile.

tdevine Sun 01-Sep-13 21:39:30

Who wouldn't want to be drooled over by a gang of smart women?

TrudyKockenlocker Sun 01-Sep-13 21:42:15

In film studies they call it 'reversal of the male gaze'. Those ads are always trotted out (usually by men) whenever anyone complains about sexist advertising. Two points though. Compare the amount of woman-as-sex-object versus man-as-sex-object in adverts/music videos. That said, two (many) wrongs do not make a right. Objectifying anyone based on looks alone is wrong - second point. You have (I assume) educated, intelligent and professional women lose their shit because a pretty man shows up. Demeans the man, yes, but also the stupid women who are so easily distracted by a fit body.

iklboo Sun 01-Sep-13 21:42:20

I actually thought watching that advert 'Well, that's really dangerous! What if the blades tore up the can!' I'm obviously not their target audience blush

Vecta Sun 01-Sep-13 21:43:21

They also make women look completely vacuous - oooh, sexy man <giggle and swoon>.

So they pretty much debase both men and women.

TrudyKockenlocker Sun 01-Sep-13 21:43:50

That's the point though - they are portrayed as stupid women!

Vecta Sun 01-Sep-13 21:44:29

Cross posted with TrudyK!

TrudyKockenlocker Sun 01-Sep-13 21:47:02

Go Vecta! Always annoys me, when people use these ads as some kind of defence against page 3 etc. As if we want to look like the airheads on those ads....

TrudyKockenlocker Sun 01-Sep-13 21:49:13

BTW, this is my first post on Mumsnet. I thought it would all be Daily Fail awfulness and I am so sorry. Browsing tonight and it's a hotbed of feminism and awesomeness. I have a feeling I might be spending quite some time here...

KaseyM Sun 01-Sep-13 21:55:38

I'd be happy to give up the Diet Coke ad in return for no ads objectifying either gender.

kim147 Sun 01-Sep-13 21:55:47

Look at the Dulux ad. Bloke paints room pink and suddenly gets loads of women dancing in there.

Then there's this classic from the 80's.

www.youtube.com/watch?v=wT4DR_ae_4o

tethersend Sun 01-Sep-13 22:09:33

Yes, it's objectification- but its premise is to pillory the very idea that a man could really be objectified in the same way as women are. The underlying message is that men still hold all the power... but wait! what's this absurdity? The novelty value of a group of women mindlessly objectifying a man is what sells the product.

It is the same as the objectification of women just as a bead of sweat is the same as the Atlantic Ocean.

PigletJohn Sun 01-Sep-13 22:13:06

how did you decide the premise?

FreyaSnow Sun 01-Sep-13 22:14:56

Is there a link to this ad?

Zoe909 Sun 01-Sep-13 22:15:03

oh yeh kim the dulux ad annoyed me too. fgs ! oooh pink! hmm

not comfortable with the ads because it gives men permission to read nuts and zoo and continue objectifying women. which is more of a problem. funny isn't it how a woman who gets distracted by a sexy handsome man is perceived/portrayed as dumb but a man who is distracted by a beautiful sexy woman, well, that's just 'natural' isn't it??! confused

HowlerMonkey Sun 01-Sep-13 22:16:17

Oh hell yes. I hate it when this happens.

looking forward to the sexist drivel of xmas adverts if only for the MN responses

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