So the ad at the top came across my twitter feed by way of a retweet and it just instantly burned through every nerve I have. Thus I not only retweeted the original image, but also felt obligated to add my own commentary in regards to it. Why? I am a programmer, have been for a long time. I am also a feminist, a more recent realization, but all it took was a little education to make me see that my views on equality are exactly what the whole movement is about. Third, I am happily married to a wonderful woman and have a pretty good number of friends of both genders. And last, I am so tired of seeing this crap go on unopposed. AXE body spray, and Unilever (the parent company: https://en.wikipedia.org/wiki/Unilever#Products) are, frankly, scum. They are not only profiting off a societal dysfunction that leads to harassment, domestic abuse, and sexual assault, but actively promoting such a society through their advertising. They encourage boys/men to see women as objects lacking any purpose other than personal pleasure and encourage the mentality that they some how deserve a sexual response from women simply for being near them. This ad takes it to an even nastier level by implying that those that understand programming syntax are some how always single and are incapable of entering a romantic relationship. Also, check out the tag line - Spray Score (the name of the ‘fragrance’) Get Score. The constant assertion by the company that the use of their products entitles the user to sexual favors from women is disgusting. If this was only a case of a company using the broken “sex sells” mentality (look it up, it actually hurts product recall) it probably wouldn’t stand out to me, but it’s not. The company is directly leveraging and exploiting these factors to push their product. The only thing I can say for them at this point is that at least they haven’t tried to defend their gross depictions at this point, and instead acted like the adolescent minded individuals they market to.
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