SEXIST MUSIC VIDEOS
WORK FROM HOME BY FIFTH HARMONY
This music video demonstrates the sexy portrayal of young adult females with revealing clothing and submissive dancing. Each one of the artists have some sort of solo spotlight throughout the music video to enhance their body and personal submissive dance moves. I, personally, find this irrational because this young group of female artists have changed their entire reputation around within a year from song lyrics about teenage love and heartbreaks to submissive song lyrics; and not just one song, but almost an entire album. I believe that this music video is not only sexist to females with the submissive dancing and revealing clothing but also with the meaning behind the song's lyrics. "Work from Home" has lyrics which summarize that the male should "work from home", that way the two are together. With that, the female can still take on the submissive role at home.
SIDE TO SIDE BY ARIANA GRANDE FT. NICKI MINAJ
Ariana Grande has recently released an album called "Dangerous Woman", and with the name itself signifies "someone who's not afraid to take a stand, be herself and be honest" (Ariana Grande). Although Grande's song lyrics and the album itself may or may not follow that statement, however, in my opinion, I believe that her music videos definitely do not. In her music video, "Side to Side", Ariana starts off her video on a exercise bicycle, with revealing clothing, along with her backup dancers, with submissive dancing (as mentioned before with Fifth Harmony). I don't believe females are supposed to show that they aren't afraid to take a stand through that kind of message as well as the meaning behind the song. "Side to Side" is originated from Ariana Grande's sex life, where the meaning of side to side is practically incapable of walking straight due to sexual intercourse. Therefore, this is an example of a sexist music video because the producers are aware of the meaning and yet still pursue in the image of a female in a seductive and submissive view.
"OFFICE LOVE" — AXE
In 2014, Axe released a very sexist commercial called "Office Love", eventually portraying the message "Hair. It's what girls see first". The commercial demonstrates sexism because of the representation of how a head of hair and a pair of breasts fall in love; making it very obvious that the hair represents a male, and the breasts represent a female. In the commercial, it shows a variety of scenes where the two try to get close but eventually don't meet until the end where the faces are revealed and the slogan comes up. The idea of a sexist commercial is clear because Axe was trying to convey that if a man wants to be desired by a woman, than it would be through his hair (as it's the most important feature for desirability). On the other hand, while the female desires over the male's hair, the male desires over her breasts. In other words, by not showing the character's faces, the emphasis of sexism is showed on physical characteristics.
"DEFY LABELS" — MINI COOPER SUPER BOWL 2016
In 2016, Mini Cooper released a commercial for the Super Bowl to display their new advertisement "Defying Labels". In this commercial, Serena Williams was portrayed as the spotlight of the commercial, for her to express herself, through motivation, by overcoming her stereotyped labels. In the ad, Serena has been labeled "too strong, too sexy, too focused on tennis, and mean". For her to get pass those labels, she had to defy herself through motivation; this of course led to a backstory. She then connected herself with the labels to the advertising product, the Mini Cooper, of how it doesn't necessarily compete with others, but instead tries to be original. This commercial, doesn't actually fit under the category as sexist, however I did feel the need to share this commercial because it endures sexism to the point where you need to define yourself aside from the stereotypes and labels from the world. I believe Mini Cooper did a splendid job with this commercial portraying this statement of defying labels.
"#LASHEQUALITY" — COVERGIRL
This past November, Cover Girl released a new advertisement of "#LashEquality", which also leads to Cover Girl's first Cover Boy! He is James Charles from New York, and believes that the "industry is actually becoming genderless, and [they're] really making the push toward equal opportunities for everybody, regardless of race, sexuality, gender...[He] thinks it's a huge steppingstone for such a big and iconic company" (James Charles). I believe that this commercial fits under the category of being a homophobic/heterosexist commercial because Cover Girl has made such a big step in reaching out and being gender equal by having their first Cover Boy. James even said so himself in an interview, "We've made so many amazing progressions with gay rights, gender inclusivity and self-expression...[but] a lot of people still don't support or understand it". On top of the whole Cover Boy release, the commercial which involved James Charles and other female stars (such as Katy Perry), advertised a new mascara for "#LashEquality"; again portraying the fact that each and every one is different, and thus deserving the equality for everyone's needs.
What is Sexism?