Advertisements that sexualize and objectify women are common due to the sexist idea that women must please men. Simone de Beauvoir said, “She appears essentially to the male as a sexual being. For him she is sex.” (pg 33) This advertisement plays into that readily.
It begins with a man admiring a woman wearing a cleavage-revealing dress. The woman shouts at and slaps him, but then suddenly starts caressing him seductively. This reinforces the stereotype that women are emotional creatures with constant mood swings. She starts murmuring sexual lines to him: “Are you going to look at me all day? Or maybe… you want to go for a ride?” She dips a finger into the cream of his coffee. Some drips down her front, and the camera zooms in to frame her breasts. The man leans forward, only to find he has been touching a car. The woman had been treated as an object by the advertisement, but now, she is literally objectified into the product being marketed.
Commoditization of women and sex is problematic. An objectified woman becomes dehumanized and viewed as a sex object that pleases men. She is not human; rather, she is something appealing that can be used to sell things to heterosexual males, who will enjoy the commercial most.
de Beauvoir, Simone. “The Second Sex: Introduction.” Feminist Theory Reader: Local and Global Perspectives. Ed. Carole R. McCann and Seung-Kyung Kim. New York: Routledge, 2003. 32-40. Print.