As America gears up for the Super Bowl this weekend,
once again there will be discussions about which Super Bowl commercial generated
most sales and which one was the sexiest. These ratings and
entertainment will once again become the talk of millions of living rooms where
people from both sexes, young and old, who will be watching the game together.
According to Miss
Representation, almost half of the Super Bowl audience is women, and they
exercise more purchasing power than their male counterparts. Some of the most
expensive and much-awaited ads will once again reinforce sexual objectification
of the female body. Many women (and men!) continue to feel let down by the
advertisers that repeatedly perpetuate sexual stereotypes, with false
assumptions about their audience. Viewers will have a choice—do we shrug
and look away, or take action?
Miss Representation is inviting you
to tweet about it. This Sunday, as you are watching the big game, look for
disparity in the representation of women and men. Point out sexism as it
happens and express your disapproval via Twitter. Use the hashtag
#NotBuyingIt with #SuperBowl to call out the offensive and sexist ads in
real-time.
Many women enjoy watching football, and it’s time to let the
NFL know that we’re watching closely. There must be a better way to make
football great for all, instead of glorifying the power of male players while
merely objectifying women.
What do you think—will
you watch the Super Bowl? (Or maybe just the ads?) We’ll be tweeting along with
you on Sunday!
This post was written by Shobhana Johri Verma, a CAASE volunteer.
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