Double standards in advertising

K-Mart has caused quite a stir with their new holiday commercial for Joe Boxer. Television viewers are up in arms, saying it's indecent, inappropriate, and should be banned. Personally, I thought it was funny.

Is it suggestive? Certainly. Are the men covered? Definitely. Has the brand been known for being tongue-in-cheek? Always, especially before K-mart purchased it. But there are so many ads that are just as suggestive and even more sexual in nature. Why the fuss over this one?















This commercial is for perfume.

It is far racier than the Joe Boxer commercial, which is at least advertising underwear. The Joe Boxer commercial is being called brash, distasteful, offensive, and vulgar. Many of the general public are outraged! Comments on Kmart's facebook page say "Pull this ad, it has no place on public television." "What is wrong with you people? This is uncalled for!" "Kmart your new commercial sucks and is disgusting! I will never shop at your store again!" "Think of the children who will see this!" But no one is outraged over the Victoria's Secret commercials, the Hardees/Carls Jr commercials, the GoDaddy commercials, the various beer commercials. So why the double standard? Is it really okay for women to be portrayed as sex objects in advertising but not men? What are people afraid of?