“Work It” relies heavily on the presumption that viewers will crack up at the mere sight of two men dressed as women. The script is obsessed with ticking off every supposed difference between the sexes.
Category: Media Hall of Shame
The ad perpetuates stereotypical gender roles, where men are the action heroes of the world, forever looking for adventure, while women are submissive, ornamental or out of the picture altogether, as in this case.
Claiming (with no evidence and only one anonymous source) that an immigrant woman working as a hotel maid is actually a “hooker” is sexist, racist and classist, to say the least. Implicit in this accusation is that a prostitute cannot be raped, or that any claim she makes of being raped should not be taken seriously.
Newsweek’s attempt at celebrating Princess Diana’s 50th birthday makes her out to be a leading character in a romance novel rather than a leading figure in philanthropy.
Even the “good” ads feature far more men than women, and the genders are often split into stereotyped roles. But that’s nothing compared to the bad ads, and there were a bunch of them this year.