I too felt the Ad strongly portrayed the woman/girl as being the one targetted for later regrets. But isn't the point really that we still do live in a society that views female sexuality as different to male sexuality in the context of this Ad.

While it is indeed unfair, the 'stud' vs 'slut' image is still very much alive even amongst the younger generations. Despite society having evolved somewhat since the 50s the old stigmas, by and large do remain.

Does the Ad contribute to reinforcing this stereotype or is it just an Ad to warn against binge drinking? The thing with advertising is that it is the stereotypes that are exploited to make a point otherwise the Ad would have no impact.

Just as it is women actors who will talk up furniture polish, floor cleaners and dishwashing liquid, or the male actor talking about car cleaners, energy drinks or retreads. Stereotypes are rife in advertising with a few clever exceptions.

In real life the male may indeed have regrets should the girl in question fall pregnant and he is justly required by law to pay child support.

To me the Ad is simply about regretting one's behaviour while under the influence of alcohol. Yes there are questions about whether the act is consensual while one or both members are drunk or whether it is illegal to film a public sex act but the point is in real life this happens illegal or not. I don't think the government is encouraging people to break the law only suggesting that this situation is possible in a binge drinking scenario.

Oh please!
The ad is about what stupid things can happen if you get drunk. Not about the law. In fact, if anything it warns young women that there are sexual perbs out there that will take advantage of them and film it and whatever else disgusting people do!
The whole series is giving the viewer a perspective from a young drunks eyes and is just saying if you don't want stupid stuff like this to happen to you, don't drink! The commercials would have to go for a hell of a lot longer if it we're to address all the legal implications as well!
I think they're fantastic ads. I'm in my early 20's and it puts me off drinking! Perhaps the fact that I have witnessed all of these scenario's in real life helps too. I've seen young and old do ridiculous things whilst under the influence of alcohol.
I'm a mother and I would want my daughter to see these commercials when she's old enough so she know's what can happen. Obviously there's nothing like actually experiencing being drunk and realising you have no control. But these commercials get pretty close.
Obviously the lady that wrote this artice has some sort of female rights issues or something. I honestly don't think we live in a terrible male dominated society now days. I think when girls like this one make stories about women being degraded out of something that has nothing to do with that is when problems are caused. If it's not the intention to degrade women and everyone knows it's not the intention, then that small handful of people that take offence need to find better things to do with their time.
If people blatantly insult you, get upset. If you're having to extract something offence that isn't really there then you're wasting everyone's time.

SJF,

'So if a man gets drunk and goes and rapes a woman, he’s a victim of a double standard? '
Such diversionary hysterics. I never said anything about rape or men being victims. I will 'try again' to
explain my position further, but I fear it will make no difference to how you decide to interpret my words.

The laws were made to protect women, with the assumption being that men ARE responsible for their actions when drunk (and so they should be). But the other assumption they make is that men should be responsible for a woman’s ability to consent when she has gotten herself drunk. It patronises women.

They don't make women responsible for saying no if they don't want sex, they make men (who are likely also drunk) responsible for ascertaining whether the woman is in a fit state to make a responsible decision she wont later regret.

If two drunk people have sex (and lets face it our culture of romance doesn't make cold clinical discussions interrupting the alcohol induced lust of two people realistic) and the woman doesn't say no, that's not rape in my book. Obviously the law disagrees, and isn't worded in gender terms, but what I'm talking about is the motivation behind the law.

As I said, the motives behind the law also propogate many of the stereotypes about women and their sexuality that Nina finds offensive in the article. It seems for Nina, it's good to have laws that are based on the assumption that a woman partaking in drunken sex really isn't of her right mind and is likely the victim of a 'predatory' male, but then in the next breath get upset about 'young women are still being shamed, humiliated and punished for exploring their sexuality and partaking in The Sex.'

Pericles,

'Building a scenario that turns a perfectly simple anti-alcohol message into rampant sexism seems just a little precious.'

A little, but I must say that American advert sounds disgusting if it actually depicts rape (the woman says no), and blames the woman because she was high. Add in the anti-speeding advert when the government reduces a mans worth to the size of his penis, and I just cant believe that governments (supposedly bastions of PC thought) are always happy to throw those principles out the window for expediency when it comes to young people. That's why I liked the article. Young people have good reason to feel that the messages are mixed and patronising.

I think on balance that's what these adverts do. They play on young peoples fears, but in the process they reinforce the validity of these fears. The ends justifies the means as far as the government is concerned and they're not worried about being hypocritical. Control by the threat of sexual humiliation. Quite offensive really.

Although, as you say
"the ad shames “loose” women, and utterly fails to reprimand or even comment upon the criminal actions of potential sexual perpetrators."

does smell of "to a hammer, everything looks like a nail". And 'Potential sexual perpertrators'? Smells like 'all men are potential rapists', regardless of the child porn laws it may be referring to. It didn't look to me like the guy (and girl) laughing and videoing were about to rape the girl.

Dr Fresh,

Well Said.

dphotography: You seem to be under a peculiar myopia whereby you cannot see the forest from the trees nor the patriarchy for the drunkenness. The point is that whether you or anyone else likes to admit it, the advertisement IS degrading women through applying a double standard of sexual expectation and repercussion.

As for your dismissal of the author as someone with "female rights issues", that is eye-rollingly asinine. Just because you are happy with your lot in life doesn't mean that it is wrong of others to criticise the fact that despite immense social progress, young women are still being raised to be fearful and ashamed of their sexuality, with smaller boundaries and greater insecurities than men.

Yes, the ad might "shock", it may be received by teens with positive results, but this is no reason to cease questioning the mixed messages and subtle hypocrisies being nurtured in our nations youth.

Dphotography.

"I think they're fantastic ads. I'm in my early 20's and it puts me off drinking!
I'm a mother and I would want my daughter to see these commercials when she's old enough so she know's what can happen. "

Sweet cheeks, we all hope you encourage your child to watch these ads so she doesn't go out get drunk, have unprotected sex, fall pregnant and perpetuate the cycle of women having children far too young in life, as her mother has.

Based on your claim that women have achieved equality and that problems only occur when women go and complain about inequality I'm going to hazard a guess that you're not particularly progressive in thinking or politics. Even more concerning is that you're probably part of middle-Australia- one of Howard's battlers who is stupid enough to be convinced by government campaigns which are clearly designed as superficial flashy responses to whatever the most recent moral panic is.

Well good for you love- why don't you go don a couple of pairs of socks and get back to the kitchen. I'm sure you find the 1950's rewarding.