[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.99,0:00:05.61,Default,,0000,0000,0000,,And isn't it ironic, don't you think?
Dialogue: 0,0:00:06.71,0:00:09.88,Default,,0000,0000,0000,,Have you noticed this strange trend in TV commercial recently?
Dialogue: 0,0:00:09.88,0:00:12.95,Default,,0000,0000,0000,,It's been bothering me for awhile but I haven't quite been able to put a name to it.
Dialogue: 0,0:00:12.95,0:00:16.55,Default,,0000,0000,0000,,It's this kinda twisted combination of cynicism and humour
Dialogue: 0,0:00:16.55,0:00:21.26,Default,,0000,0000,0000,,with these over the top caricatures and it always ends up being racist and/or sexist.
Dialogue: 0,0:00:21.26,0:00:24.30,Default,,0000,0000,0000,,It's really the normalizations of sexism through the use of irony.
Dialogue: 0,0:00:24.30,0:00:28.06,Default,,0000,0000,0000,,It's the 'they know that I know that they know that their being sexist'
Dialogue: 0,0:00:28.06,0:00:32.63,Default,,0000,0000,0000,,Some terms people have used to describe this is ironic sexism or retro sexism.
Dialogue: 0,0:00:32.63,0:00:36.54,Default,,0000,0000,0000,,Retro Sexism is modern attitudes and behaviors that mimic or glorify sexist aspects
Dialogue: 0,0:00:36.54,0:00:39.84,Default,,0000,0000,0000,,of the past, often in an ironic way.
Dialogue: 0,0:00:39.84,0:00:41.71,Default,,0000,0000,0000,,Let's see an example from Carl's Jr.
Dialogue: 0,0:00:48.59,0:00:53.09,Default,,0000,0000,0000,,I know it's over the top and ridiculous to see women marching in American flags to
Dialogue: 0,0:00:53.09,0:00:57.49,Default,,0000,0000,0000,,Liberty, Cheeseburgers and the American Dream, and they know that they are
Dialogue: 0,0:00:57.49,0:01:01.83,Default,,0000,0000,0000,,over the top and ridiculous and objectifying women but because we all know
Dialogue: 0,0:01:01.83,0:01:03.71,Default,,0000,0000,0000,,doesn't mean that it's not sexist.
Dialogue: 0,0:01:03.71,0:01:06.66,Default,,0000,0000,0000,,Take for example this new marketing campaign by Mike's Hard Lemonade,
Dialogue: 0,0:01:06.66,0:01:09.40,Default,,0000,0000,0000,,where they are attempting to rebrand their product as a more
Dialogue: 0,0:01:09.40,0:01:11.86,Default,,0000,0000,0000,,"manly" drink and a less "girly" drink.
Dialogue: 0,0:01:11.88,0:01:14.26,Default,,0000,0000,0000,,"Can you believe some guys have never tried Mike's Hard Lemonade because
Dialogue: 0,0:01:14.29,0:01:15.94,Default,,0000,0000,0000,,they've seen women drink it?"
Dialogue: 0,0:01:15.94,0:01:18.72,Default,,0000,0000,0000,,"We don't have those kinds of issues"
Dialogue: 0,0:01:19.24,0:01:20.25,Default,,0000,0000,0000,,"Thank you"
Dialogue: 0,0:01:20.25,0:01:21.28,Default,,0000,0000,0000,,"No we don't"
Dialogue: 0,0:01:21.28,0:01:24.75,Default,,0000,0000,0000,,"Mike's is a refreshing change of pace to beer but you should enjoy it responsibly"
Dialogue: 0,0:01:24.75,0:01:28.06,Default,,0000,0000,0000,,"For example, do you have a designated driver? I could take you home"
Dialogue: 0,0:01:28.06,0:01:29.49,Default,,0000,0000,0000,,"Or I could"
Dialogue: 0,0:01:29.49,0:01:32.46,Default,,0000,0000,0000,,"Or I could take you both home... Lots of options"
Dialogue: 0,0:01:32.46,0:01:35.96,Default,,0000,0000,0000,,See how he's not even pretending to fool us? Like we're all in on this big joke,
Dialogue: 0,0:01:35.96,0:01:40.27,Default,,0000,0000,0000,,look how funny it is that he's incompetently and obviously trying to take advantage
Dialogue: 0,0:01:40.27,0:01:43.60,Default,,0000,0000,0000,,of these women. We're all supposed to know that he's acting like a scum bag
Dialogue: 0,0:01:43.60,0:01:45.67,Default,,0000,0000,0000,,and ha ha isn't it funny.
Dialogue: 0,0:01:45.67,0:01:49.78,Default,,0000,0000,0000,,Really, they know that I know that they know that their being sexist.
Dialogue: 0,0:01:51.04,0:01:55.05,Default,,0000,0000,0000,,Or what about the good old wandering eyed lying husband and naive wife tropes?
Dialogue: 0,0:01:55.05,0:01:56.92,Default,,0000,0000,0000,,"Do you have the extra pacifier?" "Yes"
Dialogue: 0,0:01:56.92,0:01:58.28,Default,,0000,0000,0000,,"Do we have enough formula?" "Yes"
Dialogue: 0,0:01:58.28,0:02:02.97,Default,,0000,0000,0000,,"Okay here ya go honey... honey... honey"
Dialogue: 0,0:02:04.78,0:02:07.43,Default,,0000,0000,0000,,"What are you looking at?"
Dialogue: 0,0:02:07.43,0:02:13.57,Default,,0000,0000,0000,,"Need a moment, try the chocolate caramel and fresh cookie crunch of Twix."
Dialogue: 0,0:02:13.57,0:02:18.13,Default,,0000,0000,0000,,"I'm looking at potential babysitters so we could spend more time together"
Dialogue: 0,0:02:18.13,0:02:19.88,Default,,0000,0000,0000,,"Aw that's so sweet"
Dialogue: 0,0:02:19.88,0:02:21.73,Default,,0000,0000,0000,,"When you need a moment, chew it over with Twix"
Dialogue: 0,0:02:21.75,0:02:25.58,Default,,0000,0000,0000,,See how obviously and transparently he's lying to his wife. We all recognize that this is
Dialogue: 0,0:02:25.58,0:02:29.32,Default,,0000,0000,0000,,ridiculous. This guy is clearly being a jerk and we get to laugh at that
Dialogue: 0,0:02:29.32,0:02:33.29,Default,,0000,0000,0000,,but we have the added bonus of being able to laugh at his naive wife who is clearly
Dialogue: 0,0:02:33.29,0:02:35.62,Default,,0000,0000,0000,,not seeing his transparent behaviour.
Dialogue: 0,0:02:35.62,0:02:39.19,Default,,0000,0000,0000,,Additionally, the advertisers get to use pseudo porn stars in a male fantasy
Dialogue: 0,0:02:39.19,0:02:42.43,Default,,0000,0000,0000,,sequence so the audience gets to join the man in oogling the women.
Dialogue: 0,0:02:42.43,0:02:45.09,Default,,0000,0000,0000,,And for another example of the naive girlfriend.
Dialogue: 0,0:02:46.57,0:02:48.84,Default,,0000,0000,0000,,"Who could that be?"
Dialogue: 0,0:02:48.84,0:02:55.31,Default,,0000,0000,0000,,"Oh wow, I'm there for you buddy. That was Brad. He really wants to... vent."
Dialogue: 0,0:02:55.31,0:02:57.24,Default,,0000,0000,0000,,"You should go."
Dialogue: 0,0:02:58.74,0:03:02.67,Default,,0000,0000,0000,,"Ready to vent?" "Let's vent" "Let's vent!" "Let's vent!!"
Dialogue: 0,0:03:02.67,0:03:05.46,Default,,0000,0000,0000,,"Introducing the vented widemouth can from Coor's Light.
Dialogue: 0,0:03:05.46,0:03:08.59,Default,,0000,0000,0000,,It let's in air for a smooth refreshing pour."
Dialogue: 0,0:03:08.59,0:03:11.56,Default,,0000,0000,0000,,"Is he okay?" "I think we'll be venting a little longer."
Dialogue: 0,0:03:12.37,0:03:15.33,Default,,0000,0000,0000,,So you see they know that I know that they know.
Dialogue: 0,0:03:15.33,0:03:19.30,Default,,0000,0000,0000,,Women are supposed to laugh at how stupid this girlfriend is while being secure in the
Dialogue: 0,0:03:19.30,0:03:22.47,Default,,0000,0000,0000,,knowledge that they'll never make the same mistake. This commercial is set up so that
Dialogue: 0,0:03:22.47,0:03:26.67,Default,,0000,0000,0000,,women are laughing at caricatured sexist representations of other women.
Dialogue: 0,0:03:26.67,0:03:30.54,Default,,0000,0000,0000,,Ariel Levy describes in her fantastic book "Female Chauvinist Pigs" how women are
Dialogue: 0,0:03:30.54,0:03:34.98,Default,,0000,0000,0000,,being trained to be just as raunchy and objectify women just like "one of the guys".
Dialogue: 0,0:03:34.98,0:03:38.12,Default,,0000,0000,0000,,We're coerced into doing this instead of aligning ourselves with one another.
Dialogue: 0,0:03:38.12,0:03:42.16,Default,,0000,0000,0000,,One of the reasons might be to impress men and I'm gonna guess that
Dialogue: 0,0:03:42.16,0:03:45.06,Default,,0000,0000,0000,,pointing out sexism isn't exactly popular with the guys.
Dialogue: 0,0:03:45.06,0:03:48.86,Default,,0000,0000,0000,,This next one not only manages to be sexist but also racist at the same time.
Dialogue: 0,0:03:48.86,0:03:50.96,Default,,0000,0000,0000,,Is there a CLIO award for that?
Dialogue: 0,0:04:01.01,0:04:06.85,Default,,0000,0000,0000,,“When a guy can’t get his wanine to put some hallakahiki all over his morabo
Dialogue: 0,0:04:11.28,0:04:13.25,Default,,0000,0000,0000,,then he’s gotta go some place else.”
Dialogue: 0,0:04:13.25,0:04:18.52,Default,,0000,0000,0000,,Not only is this exotifying and sexualizing Hawaiian culture but she's literally a thing.
Dialogue: 0,0:04:18.52,0:04:20.98,Default,,0000,0000,0000,,This brings a whole new meaning to objectifying.
Dialogue: 0,0:04:20.98,0:04:26.20,Default,,0000,0000,0000,,Carl's Jr. is infamous for uber ironic sexism in their commercials. Remember this one?
Dialogue: 0,0:04:26.20,0:04:33.21,Default,,0000,0000,0000,,“...in the winter when it drizzles, I love Paris in the summer when it sizzles.”
Dialogue: 0,0:04:33.21,0:04:37.38,Default,,0000,0000,0000,,Yet somehow women aren't up in arms, they aren't organizing protests
Dialogue: 0,0:04:37.38,0:04:39.91,Default,,0000,0000,0000,,and boycotts and online campaigns.
Dialogue: 0,0:04:39.91,0:04:43.86,Default,,0000,0000,0000,,Some people might try to defend these ads by saying they are "making fun of sexism"
Dialogue: 0,0:04:43.86,0:04:46.05,Default,,0000,0000,0000,,ironically... somehow...
Dialogue: 0,0:04:46.05,0:04:49.32,Default,,0000,0000,0000,,Advertisers must believe that the use of irony distances themselves from
Dialogue: 0,0:04:49.32,0:04:51.02,Default,,0000,0000,0000,,male chauvinism but that isn't the case.
Dialogue: 0,0:04:51.02,0:04:55.28,Default,,0000,0000,0000,,While we think we are in on the joke, the reality is they aren't making fun of
Dialogue: 0,0:04:55.28,0:04:57.93,Default,,0000,0000,0000,,or pointing out sexism, they're DOING it.
Dialogue: 0,0:04:57.93,0:05:01.31,Default,,0000,0000,0000,,Remember advertisers have one goal and one goal only and that's to sell you a product.
Dialogue: 0,0:05:01.31,0:05:06.27,Default,,0000,0000,0000,,Everything else, all the jokes and humour and imagery and everything else
Dialogue: 0,0:05:06.27,0:05:10.74,Default,,0000,0000,0000,,is to get you to buy it. The easiest way to do this is to use sexist representations
Dialogue: 0,0:05:10.74,0:05:13.65,Default,,0000,0000,0000,,that replicate the status quo and doesn't challenge anything.
Dialogue: 0,0:05:13.65,0:05:17.78,Default,,0000,0000,0000,,Marketers love the uber ironic sexist style of advertising because they can use all the
Dialogue: 0,0:05:17.78,0:05:21.19,Default,,0000,0000,0000,,racist, sexist, misogynist imagery they want and simultaneously distance
Dialogue: 0,0:05:21.19,0:05:24.22,Default,,0000,0000,0000,,themselves from it with a little wink and a nod.
Dialogue: 0,0:05:24.22,0:05:27.13,Default,,0000,0000,0000,,So how many examples of retro sexism have you already seen today?
Dialogue: 0,0:05:28.30,0:05:31.88,Default,,0000,0000,0000,,And isn't it ironic, don't you think?