“Super”bowl Sunday? I Don’t Think So…

With Sunday rapidly approaching, groups on all sides of the “Choice” debate are coming out, swinging at their opposition.

For my part, I’ve read two in-depth articles on this point of view, both, admittedly from pro-choice writers, both pieces from women, but with two very different view points on this ad.

The first was found in the Washington Post, and, by far, it was the more difficult to stomach. Journalist Sally Jenkins puts forth the notion that the enemy here isn’t CBS or Focus on the Family, but rather leading women’s groups like NOW that are condemning the actions of CBS. And why? Because more men should step up to the plate and be like Tebow. He isn’t the enemy here.

While she makes a fair argument, the fact of the matter is, it’s not realistic. It is not realistic to think that this Superbowl ad is aimed at men who will realize that they, too, have a responsibility when it comes to pregnancies, especially those that are unwanted. That responsibility almost solely rests on the mothers in this situation. So, what does it say that this ad is airing during the Superbowl? WIll it be followed up with a plea to those who fathered children and don’t pay child support to do their duty? I highly doubt it.

Making the case that this isn’t about responsibility – at least not where men are concerned.

It is true that 99% of the other ads that feature women in Superbowl ads do so in an unflattering viewpoint, which is what the other, and by far the better researched and, just overall more informed article expressed in The Nation. Jaclyn Friedman didn’t look at this ad simply at its face value, but at the deeper and more meaningful level. What are we saying to people about women here: that, we should negate a doctor’s recommendation on our health for the possibility that we are carrying a future football star? Isn’t that hero-worshipping a football star to the extreme?

The problem I have with CBS airing this ad, though, has nothing to do with Focus on Family or Tebow. The problem I have with CBS airing this ad is that they are promoting one agenda and one agenda only, at least during Superbowl Sunday. This is an organization that has historically denied “issue based ads” for the Superbowl for years. Forget the issue with possible problem-laden ManCrunch.com and their ad for their gay dating site, in 2004, two issue based ads were rejected. While I can understand the decision to reject Moveon.org’s ad criticizing a sitting President, especially during what is a sporting event, I can’t understand the decision to turn down the United Church of Christ’s ad that merely stated how welcoming the group was towards gays, a group of individuals that finds open Christian acceptance at most denominations difficult at best.

It seems that with CBS, the message is clear: during the Superbowl, they will play to the target stereotypical audience, no matter what. That audience is one where gays and lesbians need not be open about who they are or where women need not apply, except to bring in the beer. Oh, and if being a beer wench in a scantily clad outfit is possible, so much the better.