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And isn't it ironic, don't you think?
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Have you noticed this strange trend in TV commercial recently?
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It's been bothering me for awhile but I haven't quite been able to put a name to it.
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It's this kinda twisted combination of cynicism and humour
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with these over the top caricatures and it always ends up being racist and/or sexist.
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It's really the normalizations of sexism through the use of irony.
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It's the 'they know that I know that they know that their being sexist'
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Some terms people have used to describe this is ironic sexism or retro sexism.
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Retro Sexism is modern attitudes and behaviors that mimic or glorify sexist aspects
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of the past, often in an ironic way.
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Let's see an example from Carl's Jr.
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I know it's over the top and ridiculous to see women marching in American flags to
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Liberty, Cheeseburgers and the American Dream, and they know that they are
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over the top and ridiculous and objectifying women but because we all know
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doesn't mean that it's not sexist.
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Take for example this new marketing campaign by Mike's Hard Lemonade,
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where they are attempting to rebrand their product as a more
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"manly" drink and a less "girly" drink.
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"Can you believe some guys have never tried Mike's Hard Lemonade because
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they've seen women drink it?"
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"We don't have those kinds of issues"
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"Mike's is a refreshing change of pace to beer but you should enjoy it responsibly"
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"For example, do you have a designated driver? I could take you home"
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"Or I could take you both home... Lots of options"
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See how he's not even pretending to fool us? Like we're all in on this big joke,
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look how funny it is that he's incompetently and obviously trying to take advantage
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of these women. We're all supposed to know that he's acting like a scum bag
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and ha ha isn't it funny.
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Really, they know that I know that they know that their being sexist.
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Or what about the good old wandering eyed lying husband and naive wife tropes?
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"Do you have the extra pacifier?" "Yes"
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"Do we have enough formula?" "Yes"
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"Okay here ya go honey... honey... honey"
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"What are you looking at?"
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"Need a moment, try the chocolate caramel and fresh cookie crunch of Twix."
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"I'm looking at potential babysitters so we could spend more time together"
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"Aw that's so sweet"
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"When you need a moment, chew it over with Twix"
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See how obviously and transparently he's lying to his wife. We all recognize that this is
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ridiculous. This guy is clearly being a jerk and we get to laugh at that
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but we have the added bonus of being able to laugh at his naive wife who is clearly
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not seeing his transparent behaviour.
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Additionally, the advertisers get to use pseudo porn stars in a male fantasy
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sequence so the audience gets to join the man in oogling the women.
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And for another example of the naive girlfriend.
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"Who could that be?"
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"Oh wow, I'm there for you buddy. That was Brad. He really wants to... vent."
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