Natalio Pinto on El Blog del Incógnito analizes [es] advertising and their inclination to sexism after readfing the article 15 vintage ads where women appear as idiots, about advertising in between the 1940s and 1970s.
Has advertising changed 50 years later? I think it hasn't changed, maybe it has ‘evolved’ and I use quotation marks as I consider advertisers still have the same old-days sexist, machista and classist concept, even though they are not ‘that’ textual nor explicit. Woman is still being treated as an object [es], she is still placed in the kitchen, associated with house chores, household care, home appliances, and similars.
But Natalio thinks that although publicity reflects a cultural pattern of male dominance, it also affects men:
It's rather curious, as it's generally assumed that just for being men, we enjoy this kind of advertising, and it's never acknowledged that we also are its victims, as it classify us as athletic, sporty, successful, as well as true to Western esthetic models.