TODAY'S QUESTION: Do you think Super Bowl XLIV commercials were sexist?

Monday, February 8, 2010 | 10:08 a.m. CST

Super Bowl XLIV featured commercials from a variety of advertisers, including car companies, beer producers and career Web sites. While many argue the highly anticipated Tim Tebow anti-abortion commerical was vague and fell flat, another issue has critics talking: sexism.

A Chrysler advertisement for the new Dodge Charger had the head shots of several men and a voice-over narrating their implied thoughts about what they have to do while in a relationship. The last man’s thoughts: “I will put the seat down. I will separate the recycling. I will carry your lip balm. I will watch your vampire TV shows with you … And because I do this, I will drive the car I want to drive.” The scene then switches to the new Charger — “Man’s Last Stand.”

A Bud Light commercial shows a few women sitting around for a book club meeting, with bottles of beer on the table. A boyfriend is leaving the house to presumably play baseball, the beer catches his eye and he decides to crash the discussion, handing bottles around to the women. The scene ends with a woman talking to a man (a party has begun) and asking him, “So do you like ‘Little Women?’” The man responds, “Yeah, I’m not too picky.”

Other controversial advertisements include two slots from Internet domain registrar A common theme seems to be the way women are portrayed in comparison to men and how gender norms are stereotyped, tailored to a largely male audience.

Do you think there were sexist implications in this year’s Super Bowl commercials? If so, what can be done to better appeal to a target audience without discounting women in the process?

Like what you see here? Become a member.

Show Me the Errors (What's this?)

Report corrections or additions here. Leave comments below here.

You must be logged in to participate in the Show Me the Errors contest.


Amber Hanneken February 8, 2010 | 5:18 p.m.

I hadn't seen that Bud Light commercial but reading it just now made me laugh out loud. Guess I'm sexist. :P

(Report Comment)

Leave a comment

Speak up and join the conversation! Make sure to follow the guidelines outlined below and register with our site. You must be logged in to comment. (Our full comment policy is here.)

  • Don't use obscene, profane or vulgar language.
  • Don't use language that makes personal attacks on fellow commenters or discriminates based on race, religion, gender or ethnicity.
  • Use your real first and last name when registering on the website. It will be published with every comment. (Read why we ask for that here.)
  • Don’t solicit or promote businesses.

We are not able to monitor every comment that comes through. If you see something objectionable, please click the "Report comment" link.

You must be logged in to comment.

Forget your password?

Don't have an account? Register here.