There is a Spotify ad geared toward straight men who want to learn the super secret, magical way to “talk” to women so that they’ll be attracted to them. Here’s a quote from www.attractionformula.com. “Knowing how to flirt with women and knowing how to create chemistry is a crucial skill for a man to develop.” And I suppose learning how treat women like people rather than Pokemon in the wild just waiting to be caught isn’t.
Drawing from Simone de Beauvoir’s notion that the male gender is viewed as the norm and everything else as the other, it makes sense how an ad like this even exists. Since heterosexual men are viewed as the norm, their desires are those that get promoted in our media. Therefore, it doesn’t matter if this ad doesn’t apply to plenty of users (including the very women who are the designated targets of affection), as long as these men get their prize in the end, that’s all that matters.
Basically, this ad says that women are objects who can be easily attained since they are all the same and don’t have feelings of their own. By charming them with generic, cookie cutter words, men will definitely be able to get them into their beds in no time. And they can get all these tips for a small fee of $19.95!
*Note: I have Premium now so I don’t have to listen to problematic ads like this anymore.
de Beauvoir, Simone. The Second Sex: Introduction. New York: Routledge, 2003.