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Snickers mocks the idea that men can respect women.

By Lisa Wade, PhD

This is one of the most demoralizing ads I’ve seen in a long time. It’s an Australian ad for Snickers in which construction workers on a busy city street yell pro-feminist comments at women, like “I’d like to show you the respect you deserve” and “You want to hear a filthy word? Gender bias” and “You know what I’d like to see? A society in which the objectification of women makes way for gender neutral interaction free from assumptions and expectations.”

The construction workers are actors, but the women on the street are (or appear to be) real and their reactions authentic. The first thing women do is get uncomfortable, revealing how a lifetime of experience makes them cringe at the prospect of a man yelling at them.  But, as women realize what’s going on, they’re obviously delighted.  They love the idea of getting support and respect instead of harassment from strange men.

This last woman actually places her hand on her heart and mouths “thank you” to the guys.

And then the commercial ends and it’s all yanked back in the most disgusting way. It ends by claiming that pro-feminist men are clearly unnatural. Men don’t respect women — at least, not this kind of man — they’re just so hungry they can’t think straight.

The twist ending is a genuine “fuck you” to the actual women who happened to walk by and become a part of the commercial.  I wonder, when the producers approached them to get their permission to be used on film, did they tell them how the commercial would end? I suspect not. And, if not, I bet seeing the commercial would feel like a betrayal. These women were (likely) given the impression that it was about respecting women, but instead it was about making fun of the idea that women deserve respect.

What a dick move, Snickers. I hope you’re happy with your misogynist consumer base, because I don’t think I can ever buy a Snickers bar again.  What else does your parent company sell? I’ll make a note.

Thanks to sociologist Michael Kimmel for sending in the ad.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

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WELCOME TO THE NEW YEAR’S GAUNTLET! EACH ROUND CAN HAVE ONLY ONE WINNER!

Instead of the usual 5 minute voting periods, you will 10 minutes so you guys can argue and I can rest my hand. Don’t worry: I will announce each voting period on tumblr, as usual.

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Curiosity Rover Drills Into Mars Rock, Finds Water

NASA’s Curiosity rover is continuing to help scientists piece together the mystery of how Mars lost its surface water over the course of billions of years.

The rover drilled into a piece of Martian rock called Cumberland and found some ancient water hidden within it. Researchers were then able to test a key ratio in the water with Curiosity’s onboard instruments to gather more data about when Mars started to lose its water, NASA officials said. In the same sample, Curiosity also detected the first organic molecules it has found. Mission scientists announced the discovery in a news conference today (Dec. 15) at the American Geophysical Union’s convention in San Francisco, where they also unveiled Curiosity’s first detection of methane on Mars.

"It’s really interesting that our measurements from Curiosity of gases extracted from ancient rocks can tell us about loss of water from Mars," Paul Mahaffy, Curiosity’s SAM (Sample Analysis at Mars) instrument principal investigator at NASA’s Goddard Space Flight Center in Greenbelt, Maryland, said in a statement. 

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