In this day and age, it is not hard to find a piece of online media, whether it be news, opinion or advertising that reinforces the common stereotypes in the world today. Numerous commercials are racist towards ethnicities other than white people. Online media also is extremely degrading to women, which in turn empowers men.
Go Daddy is a privately held company that is primarily an Internet domain registrar and web hosting company. In recent years this company had been quite successful. Go Daddy has not always been know for its success, but for the image it portrays through its advertisements. Since 2005, Go Daddy started advertising in the Super Bowl, expanding its marketing to include sports sponsorships.
I have chosen a commercial by Go Daddy that very obviously degrades women. In this commercial, a women who was previously a Go Daddy girl is getting a massage by a girl who thinks she wants to become a Go Daddy girl and tries to prove to her that she has the “moves” and the image to be one. She strips all her clothes off and puts on a show and slaps her butt many times for the lady getting massaged. This commercial is clearly showing the public eye the gender stereotype that women are portrayed as sex objects. It is portrayed in a way that explains the goal is trying to sell sex. The way the girl strips her clothes off for another girl on a massage table is clearly trying to get the male audiences attention through the use of sex. At the end of the commercial the Go Daddy wanna be states, “just like Go Daddy.com I offer customer service with a personal touch”. This ending line really speaks to the male population and almost makes them believe that if they get involved with Go Daddy’s company it comes with sex. Obviously this is not true, but is it how they have caught numerous peoples attention, specifically during the Super Bowl.
These stereotypes presented create several consequences. This commercial is not just degrading to women but it also makes America look bad as a whole, and continues the “selling sex” stereotype. In history, men have been superior to women and in the modern age we, as in America as a whole, are trying to fix this image and create men and women as equals. This commercial, although know men are in it, is speaking mostly to the male audience and portraying to them that women are portrayed as a sex objects and that it is okay to treat them as inferior.
After Go Daddy had released some very stereotypical and degrading commercials during the Super Bowl for a few years, they finally came to a point where their submissions were no longer getting approved. In 2012, Go Daddy decided, “Now that people know who we are, they should know what we do” (Driscoll). They are trying to revamp their marketing and actually show people Go Daddy’s capabilities. I think it is great that their company is turning around and trying to showcase more of their offerings rather than call attention to women as sex objects. They might actually make their advertisement relevant for what they do.
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