post #8

   https://www.youtube.com/watch?v=PzYKsLch4GM

       

     Before seeing Jean Kilbourne’s film, “Killing us Softly 4,” I had never really thought about advertising being sexist, but now it is easy for me to see how many advertisements are sexist and just how sexist they are. I stumbled upon a semi-recent superbowl Doritos commercial that exploited a woman’s sex appeal. This commercial conveys that the only way that a woman is going to get a guy to notice her during the superbowl is if she covers her naked body in a mass amount of Doritos. Only then will he want her.

       Kilbourne mentions many times throughout her film that woman are used in this way to promote a product. In this way woman are portrayed as objects and in this case desperate. Advertising is constantly exploiting a woman’s sex appeal by showing their breasts, their stomachs, their legs, and any other body part that will gain attention.  This commercial demonstrates this concept by having the woman lay seductively on a bed with Doritos all over her, making it evident that she does not have any clothes on underneath all of the Doritos.