We know that advertising is big business, really big business, and that advertisements often provoke, evoke feelings, make us laugh, anger us, but also that they much too often reinforce old and tired stereotypes based on gender. So here we are again with an advertisement that denigrates women while it simultaneously informs men that they should be the complete opposite of anything associated with women. The ECHL’s Florida Everblades have allowed the company Boost Creative to place an advertisement depicting women’s lower bodies (dressed in skirts) on the opposite team’s bench, so that the men’s upper body is showing, while the lower bodies are that of women. And apparently it is hilarious.
Chris Palin, the Everblades’ vice president (of sales and marketing) feels that the advertisement is fine, stating;
“You want to evoke emotion, that’s OK. As long as you don’t get a ton of complaints, that’s what it supposed to do.” The team has had a few complaints, but according to Palin ”…that’s the nature of advertising on the edge”.
On the edge? Really? This advertisement is not on the edge since every other advertisement out there is predicated on using women to try to emasculate men, or making other men feel like a woman if they do not commit to a narrow definition of masculinity. This type of advertisement is not new, nor is it edgy. It is the complete opposite of edgy, it is old, tired and outdated.