How Does a Shoe Advertisement Justify Objectifying Women?

Easy! They just design a new line of shoes, in this case it's Reebok's "Easy Tone," and claim that the shoes give you a better butt, and presto - it becomes okay to use shots of women's asses as an entire commercial. See below (I couldn't find the English version online):



Notice that we never once see any of the women's faces - they have been reduced to one body part, one object - all for the sake of sales. And it's pretty clear that Reebok is gearing these shoes towards women only -

"Lab results show improvements in muscle tone when tested in the lab and great reviews from women around the world who have worn them!"

I cringe at the thought of how many women will buy into this ad.

I saw this commercial while watching The Office on Hulu last night, within a half hour of seeing an almost identical commercial for Famous Footwear.


Ridiculous. Being in "better shape" is not all about how firm your ass is - what about blood pressure, cholesterol levels, the ability to run long distances? But silly me, none of that would make for good TV. As always, sex sells.