Because No Woman Would Want to Lay Naked in a Bed of Doritos

https://www.youtube.com/watch?v=PzYKsLch4GM

This commercial aired during the 2012 Super Bowl, and is obviously targeting a male audience (the Doritos company seems to forget that there are women who like Doritos and football too).

A clear gender hierarchy is set from the beginning of the ad: even though the woman and the man have different objectives, the woman must submit to her boyfriend’s wish to watch the game and eat Doritos. The only way the woman can turn the tables on this chain of command is by sexualizing herself; she does this by removing her clothing and attempting to seduce her man by lying naked in a bed of Doritos.

As Simone Beauvoir wrote about in The Second Sex, women are often defined through men and exist only on men’s terms. This commercial features a woman who is solely defined by her sexual desire for her boyfriend. She wears very little clothing (a black corset and a man’s button down shirt), while her boyfriend is fully dressed. To add insult to injury, at the end of the commercial the only reason the boyfriend changes his mind about getting with his girl is not even because the woman is naked…it’s because she’s lying in Doritos.

de Beauvoir, Simone. “2. The Second Sex: Introduction.” Feminist Theory Reader: Local and Global Perspectives. Ed. McCann and Kim. New York: Routledge, 2003. 32-40. Print.

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