Sexism in Advertising

In response to “Bikini Team: Sexism for the Many,” by Ronald Collins, Commentary, Nov. 20:

Law professor Collins correctly points out the sexist nature of commercially using female sexuality to sell a variety of products, such as beer.

He should have discussed the underlying mental structure of male sexism, which involves two steps: First, persuade women that their sexual assets are their primary source of power; then, when women behave accordingly, regard them with contempt.

This is the Catch-22 in which many women who want to be “with it” are caught. American male sexism cannot be rooted out until all Americans, male and female, look to their sexual assets to assist them in reaching worthy goals in life. The achievement of physical pleasure is not in itself a worthy life goal.

LARRY SELK, Los Angeles