{"id":40658,"date":"2011-11-08T12:26:43","date_gmt":"2011-11-08T17:26:43","guid":{"rendered":"http:\/\/thesocietypages.org\/socimages\/?p=40658"},"modified":"2012-01-08T15:09:07","modified_gmt":"2012-01-08T20:09:07","slug":"heightist-hooters-ad","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/socimages\/2011\/11\/08\/heightist-hooters-ad\/","title":{"rendered":"Heightist Hooters Ad"},"content":{"rendered":"

Cross-posted at The Social Complex<\/a>.<\/em><\/p>\n

\"\"<\/a><\/em><\/p>\n

From the people who brought you greasy chicken wings, overpriced beer, and casual sexism while you wait\u2026<\/p>\n

<\/object><\/p>\n

<\/object><\/p>\n

Do these ads really require commentary?<\/p>\n

The first video is able to squeeze\u00a0heightism, sexism, and homophobia<\/strong> into one commercial spot.\u00a0 And the second video is so blatantly playing off of the societal notion that short men have very little social worth (and zero sexual worth) that they even have a line in it that refers to height specifically: \u201cwhy do you have to be so tall?\u201d<\/p>\n

These ads are especially good for those who believe that women have a monopoly on heightism.\u00a0\u00a0Hooters\u2019 <\/strong>target consumer base is nearly exclusively male and so their ads are designed to appeal to that base.\u00a0 So here we have ads targeted at a\u00a0male audience<\/strong> which attempt to humiliate short men through comedic effect for the purpose of highlighting their low grade frozen seafood and sophomoric titillation – and you still think shallow\u00a0women<\/strong> are to blame for heightism?<\/p>\n

Pay special attention to the dialogue.\u00a0 Every word is designed to legitimize the widely held belief that short men are socially inferior.\u00a0 In one section, an African American male diner looks over to the short man who is getting attention from the \u201cHooter\u2019s Girls\u201d and says \u201cI don\u2019t get it\u201d, followed by a close up of an out-of-place female diner; her mouth agape with disbelief from what she is witnessing.<\/p>\n

Of course, the gag is supposed to be that short men are generally \u201closers\u201d but this particular short man is a \u201cwinner\u201d at Hooters because\u00a0\u201cShrimp Is In This Summer\u201d<\/strong>.<\/p>\n

I would have loved to be in the pitch meeting at the advertising firm that came up with these ads:<\/p>\n

\u201cGet it?\u00a0 Shrimp = Short Men!\u00a0 Because \u201cshrimp\u201d is a common slur used against short men.\u00a0 Get it?\u00a0 Funny, right?\u00a0 And it\u2019s O.K. because they had a professionally dressed, diverse group of people commenting on the strangeness of the whole scenario.\u00a0 And the short guy was laughing\u2026he was having a blast.\u00a0 It\u2019s all in good fun.\u201d<\/em><\/p>\n

Hilarious, right?<\/p>\n

\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014<\/p>\n

Geoffrey Arnold is an associate with a mid-sized corporate law firm\u2019s Business Litigation Practice Group.\u00a0\u00a0When Geoffrey isn\u2019t chasing Billable Hours in the defense of white-collar criminals, he is most likely writing about social justice with a special emphasis on height discrimination at his blog:\u00a0The Social Complex<\/a>. \u00a0See also Geoffrey’s guest post introducing the concept of\u00a0heightism as a gendered prejudice<\/a>.<\/p>\n

If you would like to write a post for Sociological Images, please see our\u00a0Guidelines for Guest Bloggers<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Cross-posted at The Social Complex. From the people who brought you greasy chicken wings, overpriced beer, and casual sexism while you wait\u2026 Do these ads really require commentary? The first video is able to squeeze\u00a0heightism, sexism, and homophobia into one commercial spot.\u00a0 And the second video is so blatantly playing off of the societal notion […]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[218,55,2103,2098,12467,283],"class_list":["post-40658","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-bodies","tag-gender","tag-gender-bodies","tag-gender-prejudicediscrimination","tag-heightheightism","tag-prejudicediscrimination"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/40658","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/comments?post=40658"}],"version-history":[{"count":10,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/40658\/revisions"}],"predecessor-version":[{"id":43595,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/40658\/revisions\/43595"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/media?parent=40658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/categories?post=40658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/tags?post=40658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}