Blue Mountain State’s Sexist Ads
January 1, 2010 § 4 Comments
I’ve seen some atrocious new ads pop on subway platforms, as part of a marketing campaign for Spike TV’s new television series Blue Mountain State. According to the network:
The football-themed series focuses on what it’s like being a freshman at national champion Blue Mountain State, but there’s much more to it than football… there’s also girls, partying, hazing and of course, class. “Blue Mountain State contains four key ingredients to being a guy…football, partying, women and hazing,” said Spike TV President Kevin Kay.
Hear that, dudes? Kevin Kay just told you everything you need to confirm your manlymanhood. So get on that.
The first ad is a gross display of the objectification and dehumanization of women and their bodies. Of course, the woman whose legs are featured is thin, white, and hairless. Anyone else repulsed by the idea that donning a varsity football helmet will automatically get you between girls’ legs?
The second ad — what can I say? It’s disgusting.
(I’d rather not hear any protests of, “Oh, the show is trying to call attention to damaging norms of masculinity! You’re so silly, you don’t understand their edgy humor!” Maybe that is what the producers are hoping the show will do. But using blatantly sexist advertising imagery doesn’t clue your audience in to that hope. Misogyny, in these ads and countless others, is not edgy; it’s all too common.)