Will Super Bowl Ads lay off bikini babes for #MeToo? | WBEZ
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Studio 360 with Kurt Andersen

Will Super Bowl Ads lay off bikini babes for #MeToo?

Even in this increasingly fragmented media age, the Super Bowl is one of those rare television events that really captures the country. Nearly one in three Americans -- more than 100 million -- tunes into the game. And while the NFL viewership in past eras has been overwhelmingly male, that’s no longer true: for the Super Bowl, nearly half of television viewers are women. 
And yet, commercials that air during the Super Bowl are infamous for their retrograde, sexist portrayals of women. But in this year of Me Too, will commercials finally reflect a more enlightened view of women? Jeanine Poggi from AdAge joins Kurt to review some of more sexist spots from recent Super Bowls -- and a few feminist moments. 
Poggi says that advertisers -- and their agencies -- should be on notice.
“Any advertiser who this year goes into the Super Bowl with an ad that’s showing women half-dressed or any of the stereotypes we’ve seen in the past, like the nagging woman,” Poggi says, “will get a lot of blowback.”


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