This is not a new phenomena. Imagery and ideas of rebellion have been used to sell products for decades. Sites such as Jezebel, Sociological Images, and this blog have previously looked at this issue. Following are some additional examples:
The article “German Pegida row over non-white photos on Kinder bars” explores reactions to the change in Kinder chocolate packaging. Some white people were infuriated, saying this was a case of political correctness gone amuck. It had to be pointed out that the new young men represented on the chocolates were, in fact, Germany’s football team as children. The article does not address how white people like to use people of color’s bodies for sports, music, or tourism but are not concerned with their safety or social inequality.
Though this clip is a little old, it still holds true. Femme straight women experimenting with other femme straight women is a sexual turn on for heterosexual men. However, if any of these descriptors is changed it is no longer ‘hot.’
More recently a Canadian oil group received backlash for using femme lesbians in an advertisement.
The second shift references that women face inequality in the home after facing it in their workplaces. The relative amount of housework women do has gone down, but their share has remained significantly higher than men’s. Data from the 2015 America Time Use Survey from the Bureau of Labor Statistics shows men average 1 hour and 25 minutes per day of housework while women average 2 hours and 15 minutes.