It’s always fun to see instances of resistance. They remind us that cultural hegemony is never seamless; people are out there… and they are thinking. Thanks to Jordan G., Tallie K., John G., and Sofia H.-G. for this newest example.
The folks at Billboard Liberation turned their attention to a New York billboard. Sofia explains the objection:
She is objectified. The slogan “She is a thing of beauty” refers to the beer and to the woman, implying that her status is on the same level as the beer she is drinking.
Wanting to draw attention to how drawing a connection between a person and a product is a form of objectification, they whited out the words “of beauty,” such that it read only, “She is a thing.”
Tallie reports that Stella Artois responded with this commercial. I can’t tell if they mean to clarify their message or reiterate the conflation:
For more examples of public resistance to advertising, see a response to “If it were a lady, it would get it’s bottom pinched,” calling sexist advertising what it is, and this example of resistance to resistance.Lisa Wade, PhD is a professor at Occidental College. She is the author of American Hookup, a book about college sexual culture, and a textbook about gender. You can follow her on Twitter, Facebook, and Instagram.