Gendering sexless products

This is probably going to be the first of many posts about advertisements. I'm certainly not pointing out anything anyone else hasn't pointed out yet, but it's irritating and needs to be pointed out as many times as possible.

While watching t.v. at any given time, it is easy to see how products are given a gender based on who advertisers think will buy the product, and the result is this huge division between men and women (predominately white straight men and white straight women). Other groups don't seem to exist in commercials or ads.

One thing I learned is that beer is masculine, and is usually synonymous with watching sports (also masculine). Googling "beer ads" in an image search leads you to an array of print advertisements for beer, many of which portray airbrushed women (obviously for the straight male gaze). There's one that baffles me:
What we see here is a flat-chested woman exploiting the chest of the other woman. It isn't the large-chested woman shading her own beer, nor is it a man, which one would argue makes it not sexist. But this is still for a male gaze because it is invoking some perhaps not-so-subtle girl-on-girl action. Just look at how the woman is checking out the beer-shades.

Ad after ad shows hot women posing with beer to attract their male consumers. What this tells me is that beer isn't really for me. If I drink it, it's for the viewing of some man. Which sucks, because my beer-drinking is not supposed to be an exposition.

I also learned how for a woman, shampooing your hair is like some sort of sexual release. I can't think of any time where I shampooed my hair, and felt like this:
Energy drinks are male, and apparently will make something bigger?Chocolate is for women. Eat this and masturbate!
Except Twix, which supposedly allows men to be pigs, and still somehow get the lady:


Speaking of chocolate, here's a familiar Axe ad:

Since women find chocolate irresistible, you should smell like chocolate! Creepy and misleading? Of course it is! Check out any Axe commercial. It's all about getting teh ladiez. Therefore, if you're gay, Axe isn't for you. This whole getting "girl approved" shit alienates a whole demographic of men who are not into ladies...

Burgers are for the male gaze, and sometimes invokes some pretty violent imagery:

Male:Racist:
So male they're actually testicles:I was also hoping to find video of the new Stacker 2 commercial, which heavily relies on the assumption that the dude is masturbating just before the hot woman enters his office, but I can't seem to find it anywhere just yet. I change the channel every time that commercial comes on.

What this all boils down to is that the ads that permeate our magazines and television is prevalently white and sexist. I didn't bother writing about the ads for children's toys, since that's a whole other argument. So I'll leave it up to Jared Logan:

Live at Gotham

Jared Logan - Daytime Ads

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