Need help explaining why a Super Bowl ad was problematic?

Sociological images has a great series on objectification that draws on feminist theory and pop culture to break down different forms that sexual objectification can take and explain why it’s harmful.

Part 1: What is objectification?

Part 2: Why is objectification harmful?

If you prefer video, Caroline Heldman summarizes the piece in a Ted talk, called “The Sexy Lie.” Available here

Caroline Heldman explains how we can know sexual objectification when we see it - with examples! Well worth a read.

Around since the 1970s and associated with curmudgeonly second-wave feminists, the phrase “sexual objectification” can inspire eye-rolling. The phenomenon, however, is more rampant than ever in popular culture.  Today women’s sexual objectification is celebrated as a form of female empowerment.  This has enabled a new era of sexual objectification, characterized by greater exposure to advertising in general, and increased sexual explicitness in advertisingmagazinestelevision showsmoviesvideo gamesmusic videostelevision news, and “reality” television.

"Leaving sexism aside, these ads were lazy, and they were boring, and they were outdated. Advertisers need to wake up and recognize that women are watching the game, and we don’t want more commercials about yogurt. We just want to be treated like who we are, which is actual people with actual brains who sometimes buy shit. While they’re at it, maybe advertisers should treat men like this too."

Jezebel on this year’s Super Bowl ads