BY: JESSICA BEUKER
Recently, a short video surfaced and has been making its way around the Internet. “We Are #WomenNotObjects” features a montage of advertisements that depict women scantily clad or in suggestive poses. The video also shows women holding up the ads and making sarcastic comments about the content, drawing attention to the ridiculousness of certain advertising. The video was created from images found online using the search terms “objectification of women.”
The overall mission of the video is simple: make a wave in the hopes of getting ad agencies and marketers to stop using women as objects in their advertisements.
On Christmas morning in 2011, ad executive Madonna Badger lost her three young daughters and her parents after her home caught fire. While the scars of that tragedy will never fade, Badger has taken the time to make some changes in her own life. The video, which was created by Badger, is dedicated to her three daughters. In honour of them she is trying to shine a light on how sexist advertising is harmful to young women and can undermine their self-esteem and self-confidence, according to The Wall Street Journal. “I want my life to have a purpose,” she added.
Furthermore, Badger, who is co-founder and chief creative officer of Badger & Winters, said that her agency is pledging that it will no longer create ads that use women as props or objectifies them. They are also swearing off airbrushing their models to the point of perfection.
The video was created from images found online using the search terms “objectification of women.”
The overall mission of the video is simple: make a wave in the hopes of getting ad agencies and marketers to stop using women as objects in their advertisements.
The advertisements shown in the video are for a variety of products ranging from vodka to cars to hamburgers, and everything in between. One ad for Post-It Notes depicts a man and woman in bed together, likely after a one-night stand, and the man has stuck a Post-It to the woman’s forehead with her name written on it. The woman who holds up the ad quips, “I love sleeping with guys that don’t know my name.” Another ad for what seems like a handbag line depicts a woman, bent-over, legs spread, reaching into the bag. Another woman jokes, “when I reach into my designer handbag, you know I’m naked.” The ads seem ridiculous, but sexualizing everyday objects is what agencies have been doing for years.
The woman who holds up the ad quips, “I love sleeping with guys that don’t know my name.”
Probably one of the worst culprits is Carl’s Jr., who have been on a roll with their provocative ads since they released the 2005 Paris Hilton ad, which shows the socialite soaping up a Bentley and crawling all over it in a bikini before biting into a burger. In January 2015, they released a campaign for their All Natural burger, featuring model Charlotte McKinney. The ad features McKinney walking around a farmer’s market, only the tops of her breasts visible making it seem as if she’s naked. Tomatoes and melons “cleverly” cover her parts, as she claims, “I love going all natural.” The men at the farmers market can hardly control themselves.
Probably one of the worst culprits is Carl’s Jr., who have been on a roll with their provocative ads since they released the 2005 Paris Hilton ad.
Badger isn’t completely innocent either. “If I said I never did it, I would be a liar,” she told The Wall Street Journal. Badger is known for creating the famous Calvin Klein ads from the 90s that featured Mark Wahlberg and Kate Moss. But her agency, which works with advertisers such as Avon, Vera Wang, Diane von Furstenberg and Nordstrom, is ready to turn over a new leaf and be a proactive leader and voice on the issue. Hopefully, other ad agencies will follow.
Image sourcing: boredpanda.com, nydailynews.com, youtube.com
