Counteradvertising on the Internet

According to, “a high-quality television commercial intended for a national audience costs approximately $350,000 to produce.” On top of that, by 2008, TV networks were charging “about $130,000 to air a 30-second national ad on prime time television.” These numbers are magnified even further for events such as the Superbowl, which has officially been announced by Fox as the “most-watched TV program in history.”

With that information in mind, think of the power advertising corporations have on viewers. Their commercials are produced by multi-million dollar corporations who can subsequently afford to have their ad broadcasted during the most-watched and most-expensive slots available.  The most successful and popular advertisements, to no one’s surprise, are also the sexiest. Take a look at this commercial for the 2012 Kia Optima. It features Brazilian Supermodel Adriana Lima waving the starting flag to a drag race, and hundreds of screaming girls in bikinis:

Or what about this ad promoting Dolce and Gabbana clothes? One woman looking away with legs up and exposed, four men looking at her. Anyone else picking up on the implications here?

Can you compete with this? Can you pay millions of dollars to air an ad that shows 95% of women can’t be a supermodel in a bikini? Can you pay multiple models and graphic designers to resist the subtle implications of violence, submission, rape, and sexuality. No, right? Wrong. That’s where the internet comes in.

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