Orbit Objectifies Females

“You light up my life,” because you’re nothing but an object in the eyes of a patriarchal society. A catchy new tune, or the message of this advertisement? You tell me. In past ads mentioned women have been portrayed as objects in a mostly figurative sense but here it becomes literal. The Orbit chewing gum company advertises a chewing gum to clean and whiten teeth. In this ad they put a lampshade on women and have them hold up a container of orbit gum. The assumption is that they are smiling after having used the product and their smiles light up like a light bulb but the use of women in this role as an object (literally) is highly offensive. It shows that the company, or at least its advertising agency, thinks of women as nothing more than an object, if not a decorative one.