Do you think the Diet Coke adverts "objectify" ; men?

(149 Posts)
foodworknews Sun 01-Sep-13 21:21:31

They've been going for years. It used to be a bunch of office women drooling over a window cleaner with his shirt off drinking the beverage.

The latest one a bunch of women in the park drool over a man who gets his shirt wet and removes it before proceeding to have a drink.

Isn't this basically the opposite of what we sometimes complain about?

ZingDollyChops Sat 12-Oct-13 19:57:25


tell Nobbos I said hi, please. sorry for Noblegct! wink

I'm going to read the thread coz I don't know why you'd be a bully

<goes off looking for proof>

StickEmUp Sat 12-Oct-13 19:54:16

BBE I'm 'Ard but not that 'Ard!!!

(excellent though, excellent!!!)

BasilBabyEater Sat 12-Oct-13 19:51:23

Tell 'em to fight for fox's rights while you're about it.

See how that goes down.


StickEmUp Sat 12-Oct-13 19:50:22

zing I know, right,

Okay, I'm off to tell the chicken keepers they are mean to keep chickens well and fit but not dogs, or cats,

How can they devote their time to one cause.


KaseyM Sat 12-Oct-13 19:39:35

horrifying sorry - their = there!!!

KaseyM Sat 12-Oct-13 19:39:06

OH FGS...... it's not difficult to understand is it - this lust/objectification stuff?

It's pretty simple:

- lusting after people of opposite/same sex = fine = natural = normal

- treating people as if they're sex objects and nothing more, to the extent that their perceptions of themselves and self-esteem is affected by this = rubbish = not good = to be avoided.

If we did a survey of men and women asking them how much of their self-esteem is connected to their looks would their be a gender imbalance?

My guess is yes.

ZingDollyChops Sat 12-Oct-13 19:29:28

I cannot spell twoday

ZingDollyChops Sat 12-Oct-13 19:28:08

I didn't read the thread btw Stick, why are you being called a bully?

I think the ad is tounge in cheek, like a lot of them are.
(or rather tounge dangle out of cheekgrin )

he has a nice body <dribbles>

BasilBabyEater Sat 12-Oct-13 19:25:54


I think all those women who may be deprived of Chippendales to throw their knickers at, could be offered counselling to help them deal with the trauma of having to look at their DH's instead.

Arf at nasty old feminism depriving them.

Has this ever happened? Feminist regimes banning stripping men?


ZingDollyChops Sat 12-Oct-13 19:24:37



come to our pub.(in Active, chat]

StickEmUp Sat 12-Oct-13 19:07:40

zing! im getting called a bully. Humph.

ZingDollyChops Sat 12-Oct-13 19:05:51

hi Stick!smile

MABS Sat 12-Oct-13 19:03:04

I hate diet coke but would swallow it for himsmile

ZingDollyChops Sat 12-Oct-13 18:58:30

I hate Diet Coke

StickEmUp Sat 12-Oct-13 18:57:45

Cheers splitty.
People get called bullies, doesn't mean they are innit grin

I just cant get my thong in a twist over an ad made my blokes.

He didn't address that did he?

That diet coke guy is really not my type ... Why is it assumed he is.

Sausageeggbacon Sat 12-Oct-13 18:57:11

So as a woman if I find I enjoy looking at fit young men then there shouldn't be any issues. This debate spins out though because all of the objectifying we are trying to stop men looking at women because lust is wrong (that is all objectification really is just a reflection of lust). But this probably going to annoy a lot of women as part of the campaigning is to remove Temporary Events Notices from the venues being able to have naked performances. However this will also mean that dreamboys, chippendales etc will not be able to perform as the venues hosting the events would not be able to get TENs. So who is going to explain to us women who enjoy a bit of hunk that we can't go see them because feminism has blocked venues from having these groups.

SplitHeadGirl Sat 12-Oct-13 18:52:02 are so NOT a bully!!! Standing up for the oppressed, and challenging people head on...HOW is that bullying ffs??


StickEmUp Sat 12-Oct-13 18:45:50

And im not saying don't cRe, im saying do something else but post on a. Feminist forum about it.

What have you done about 'male objectification' and i use that term loosely.

Really, what have you done but complain here?

Im proud to get accused of being a bully
Lots of very interesting and productive posters all over mn get called bullys.

Its an awesome compliment, thank you rutters.
I feel like I've arrived

StickEmUp Sat 12-Oct-13 18:41:20

Im okay on mn thanks rutters.

SplitHeadGirl Sat 12-Oct-13 18:14:24

Exactly, Capt!! I always tell my husband that his personality hit me like a typhoon when we met...and his beautiful looks (he looks like a young Richard Armitage) a little bit later.

These ads do not appeal to me, and I can't believe they appeal to many other women, either. Are they really designed for the female gaze? Really??

CaptChaos United States Sat 12-Oct-13 18:07:49

Nope, not alone, Split. I've never really fancied whatever is the present 'received beauty' standard for men, so these ads really don't do it for me on that level. I'm not that superficial anyway.

SplitHeadGirl Sat 12-Oct-13 17:57:54

That's true, Kasey. I can't care less about any of that stuff, and the only naked man I am interested in is my husband. grin Every other thank you!!

I can't be alone in this!

SplitHeadGirl Sat 12-Oct-13 17:55:02

BETC London, UK, the CEO of which is Matthew Charlton, and the Executive Creative Director and Art Director of which is one Neil Dawson. The Director of the ad was Rocky Morton.

Google really IS your friend. Next time, do your own work and don't be so lazy!

KaseyM Sat 12-Oct-13 17:47:55

Let's not forget that the marketing/advertising departments of the world think they know exactly what we women want: shoes, handbags, flying pantyliners, sparkles, pink, 5 hour shopping trips, makeup and smaller waists.

They have this idea of us as pretty superficial so it's hardly surprising that they think we'd like to drool over naked strangers.

Yougotbale Sat 12-Oct-13 17:06:59

Split - which ad agency made the tv ad? Which production company?

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