The Super Bowl As a Medium For Sexism

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Tanner Harp David Keaton English 101, MWF 9:00 3/18/2012 The Super Bowl As a Medium for Sexism Enjoying a calm evening while watching a movie or sports event, going to the grocery store, reading a magazine, or surfing the internet all appear to be harmless everyday activities. However, even though these everyday rituals are arbitrarily different in nature, they all contain a common motive to entangle us in an intricate web of deception and manipulation. If we took a moment to analyze our environment during our times of relaxation, we would undeniably become aware of a relentless predator attacking our moral integrity. The crème de la crème of hunting ground that satisfies this attacker with unsuspecting prey has proven to be the championship game of the National Football League. Hidden in the structure of this social institution is a greedy organization trying to backhandedly destroy America’s ideology of equality. Although, referring to the Super Bowl or the great game of football as anything other than an innocent past time is blasphemy, a misguided pass has landed the Super Bowl far beyond the forbidden boundary of sexual references that are considered taboo in modern society. But first, let’s look at who this persistent, infectious nemesis is and where it came from. The culprit attacking our moral stature at every turn is none other than advertising. Only an extraordinarily naïve person would have the disposition to dismiss its presence. Advertising has been around for centuries, but it began its rapid incline towards becoming a multi-billion dollar industry in the 1950’s, when televisions became a common household product. The medium for advertising has changed considerably since blacksmiths and tailors of the Middle Ages used plain signs to lure consumers into their shops (Leathern). With the average consumer seeing nearly 3000 advertisements daily
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