Do Target’s New Ads Misogynistically Objectify Women?

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Just what the hell is this new Mono-created Target ad attempting to convey?

Climbing a ladder in heels is difficult? Women are “challenged” by ladder climbing? Life throws many curve balls in a woman’s path? Women don’t know how to screw and unscrew a light bulb?

And how about the rest of the ads in the series?

Opening a jar of pickles, squeezing an orange and making Moist Supreme (yea, we got that) muffins and cake are akin to having a gigantic squirting orgasm? Pregnant women are demanding little bitches who binge eat unless they take prenatal multi-vitamins? Doing laundry is like blissfully floating in the clouds? Cooking meat will make you a sexy matador? Only sexy cowgirls can change a diaper? Oatmeal needs to be prepared with yet another orgasmic allegory; a fire hose?

The approach, which aims to – and humorously achieves in some respects – parody fashion advertising, simply reinforces long-held stereotypes many would like to see eradicated.

One YouTube commenter wrote, “What I find so troubling is that it isn’t only one ad that Target has created in this misogynistic fashion. It is at least five of them! All of them aired during the Golden Globes – which means millions of viewers at once. This is the beginning of 2013 and the message for women is that they must conform to their outmoded gender roles – and do so beautifully! Does anyone else see the trend here?

What do you think? Frivolous faux fashion folly? Or yet another perpetuation of misogynistic stereotypes?

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Steve Hall

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