Only in Commercials?

As if the world was not ridden with violence and several (notice its plural) humanitarian crises, Neft Vodka released a video that is supposedly advertising its product. Through the first-person angle, the video showcases some “hero” killing his way through some organized group of thugs.

In many ways, this video should anger everyone. It simply serves to create a more sadistic audience and more likely, numbs them to watching violence.

The problem with this type of advertising is that it conceals and romanticizes the violence that actually happens in the world. The audience of such an advertisement is more likely to believe that such violence is only possible not, in the real world, but only through their TV screen. One example could be people’s awareness of the inner working of the strip club industry. As Sheila Jeffreys points out, “…strip clubs are likely to have criminal connections, with media reports suggesting that some strip club owners and managers are associate with organized crime.” Ads like these don’t let people who indulge in strip clubs or prostitution consider that organized crime and violent patriarchy is very real and present. With almost 20 million views, this normalization of violence is exactly how violence against women-or anyone for that matter- goes unnoticed in the private and public domain.

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