As I said, it is an ad targeted at men, and I admit it plays to some stereotypes. However, I don't think from that it can be inferred that the message is "women are only useful as prostitutes". The message is simply "become a programmer and women will like you" - a message that would appeal to men. For women there would have to be another ad. Probably there wasn't one - I don't claim the 70ies weren't biased.
Probably at the time secretary was still a common job, and most of them were women. In that light maybe it also is less shocking - about as shocking as displaying a female teacher today.
> However, I don't think from that it can be inferred that the message is "women are only useful as prostitutes".
Nor do I. That would've been misogynistic, and my whole initial point was this ad is sexist but not misogynistic.
> Probably at the time secretary was still a common job, and most of them were women. In that light maybe it also is less shocking - about as shocking as displaying a female teacher today.
I disagree, a teacher caressing a student in a college ad would be out of place today (although there's a whole subgenre of porn about it).
"I disagree, a teacher caressing a student in a college ad would be out of place today"
Lol - I meant without the caressing. The caressing part is obviously over the top, which is typical for advertising. I don't think anybody responding to that app would expect to actually be caressed by women.
There are ads were people's clothes fly off because somebody chews a chewing gum. Of course the sexism police will think they are sexist, too, but I'd suggest it is also owed to the shortness of the spots. It's not easy to say "women/men will love you" in a few seconds without being ridiculous.
I'd just like to question the idea that showing a person as sexually attractive is demeaning or reducing that person to whatever. It's just one aspect of life.
Probably at the time secretary was still a common job, and most of them were women. In that light maybe it also is less shocking - about as shocking as displaying a female teacher today.