Opinion: 'Make no mistake, National's BBQ attack ad is sexist'

The ad plays to the old trope of man-explains-to-unworldly girl Heather du Plessis-Allan argues....
The ad plays to the old trope of man-explains-to-unworldly girl Heather du Plessis-Allan argues. Photo: National Party

I'm disappointed by National's controversial new online ad.

There is plenty of debate about whether it's sexist or not, but let me tell you, it's sexist.

It plays to the old trope of man-explains-to-unworldly girl.

If you didn't get that from the wide-eyed stupidity of the female character, you should've got it from the reinforcing sausage gag.

They're all sizzle, no sausage. The sausage is a phallic symbol FYI.

If that sounds too conspiratorial to you, you're being naive. This is an effective political ad and effective political ads almost always contain some sort of subtle dog-whistle. And very little in such an ad is an accident.

The sausage is deliberate. The female character is deliberate.

It doesn't take much to figure out that she's supposed to reference Jacinda Ardern. Her wide-eyed lack of understanding a reference to Labour's – and thus probably Ardern's – lack of understanding of how to make KiwiBuild work.

I'm a little tired of National playing this card.

By Heather du Plessis-Allan

Comments

If you want it to be it is if you don't it isn't PC will stagnate us/

Most 'text', linear or visual, is interpreted according to Worldview. Advertising is direct messaging. The stereotypes are unmistakable.

Elements opposed to decency and respect will stagnate us.

The female represents the coalition government and the male represents the opposition.

 

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