14 Advertisements from the ’90s That Would Be Condemned for Sexism Now
The 1990s were a decade marked by cultural changes and shifting attitudes towards gender roles. In retrospect, many advertisements from this era are now viewed through a critical lens, highlighting the pervasive sexism that was often normalized in marketing campaigns. Here are 13 advertisements from the ’90s that, in today’s context, would be condemned for their blatant sexism.
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Carl’s Jr. “If it doesn’t get all over the place, it doesn’t belong in your face”
This controversial ad campaign epitomized the objectification of women, portraying them as little more than props to sell burgers. By featuring scantily clad women sensually devouring messy burgers, the ad perpetuated harmful stereotypes and reduced women to objects of male desire. This advertisement encourages outdated gender roles and contributes to a culture of sexism in advertising, where women’s bodies are exploited to sell products rather than being treated with dignity and respect.
GoDaddy’s Super Bowl Commercials
GoDaddy’s early Super Bowl ads sparked controversy for their use of sexualized imagery and objectification of women. By featuring scantily clad women in suggestive scenarios, the ads garnered attention through shock value rather than the merits of the product or service being advertised. Critics argued that these ads reinforced harmful gender stereotypes and contributed to a culture of sexism in advertising, where women are often depicted as mere objects of male desire.
Burger King “BK Super Seven Incher”
This Burger King ad drew criticism for its overt sexual innuendo and objectification of women. By juxtaposing a suggestive image of a woman with her mouth open wide next to an oversized sandwich, the ad reduced women to objects that exist solely for the pleasure of men.
Lynx/Axe “The Lynx Effect”
Lynx/Axe commercials often portrayed men as irresistible to women after using their products, reinforcing traditional gender roles and perpetuating harmful stereotypes. By presenting women as passive objects of male desire, these ads contributed to a culture of sexism in advertising where women are reduced to mere accessories to men’s desires.
Wonderbra “Hello Boys”
Wonderbra’s iconic “Hello Boys” ad featuring model Eva Herzigova provocatively staring at her cleavage epitomized the objectification of women in advertising. By reducing women to objects of male desire and focusing solely on physical appearance, the ad reinforced harmful stereotypes about female sexuality and perpetuated a culture of sexism. Such imagery contributes to a toxic environment where women’s worth is equated with their physical attractiveness rather than intelligence, skills, or character.
Miller Lite’s “Catfight”
Miller Lite’s “Catfight” commercial depicted two women engaging in a physical altercation over beer, reducing them to mere props in a male-centric rivalry. By sensationalizing violence between women and sexualizing their interactions, the ad perpetuated harmful stereotypes and objectified women for male entertainment.
Pepsi “Two Boys Fight Over Pepsi Girl”
This Pepsi ad featured two young boys competing for the attention of a young girl, perpetuating harmful gender stereotypes and promoting competition over women as a prize. By portraying women as objects of male desire and reinforcing the notion that male worth is determined by their ability to attract women, the ad contributed to a culture of sexism and toxic masculinity.
M&M “Not Your Average Chocolate”
M&M’s “Not Your Average Chocolate” ad portrayed the candies as desirable objects of sexual conquest, with the candies represented by female characters being pursued by male characters. By sexualizing chocolate and objectifying women, the ad perpetuated harmful stereotypes and contributed to a culture of sexism in advertising.
Carl’s Jr. “Spicy BBQ Six Dollar Burger”
This Carl’s Jr. ad featured scantily clad women eating burgers suggestively, perpetuating the objectification of women for the sake of selling fast food. By focusing more on the sexual appeal of the women than on the qualities of the product, the ad reinforced harmful stereotypes and contributed to a culture of sexism in advertising.
Sprite “Thirsty for Sprite”
This Sprite ad featured a woman suggestively drinking the soda, playing on both the idea of sexual desire and literal thirst. By equating women with objects of male desire, the ad perpetuated harmful stereotypes and contributed to a culture of sexism in advertising.
Victoria’s Secret “The Perfect Body”
Victoria’s Secret’s “The Perfect Body” ad campaign featured thin, idealized models with the tagline “The Perfect ‘Body,'” promoting unrealistic beauty standards and objectifying women’s bodies to sell lingerie. By equating beauty with a narrow and unattainable ideal, the ad perpetuated harmful stereotypes and contributed to a culture of body shaming and low self-esteem.
Budweiser “Whassup?”
While not overtly sexist, Budweiser’s “Whassup?” ad perpetuated stereotypes of male bonding and excluded women from the narrative, reinforcing traditional gender roles. By depicting male camaraderie as the norm and excluding women from the conversation, the ad perpetuated harmful stereotypes and contributed to a culture of exclusion and marginalization.
Calvin Klein “Underwear Ads”
Calvin Klein’s provocative underwear ads often featured hypersexualized imagery, objectifying both men and women and promoting unrealistic body standards. By equating sex appeal with physical appearance and portraying unrealistic beauty ideals, the ads perpetuated harmful stereotypes and contributed to a culture of body shaming and low self-esteem. Such depictions undermine efforts toward body positivity and self-acceptance.
