I Can't Tell What He's Trying to Say

So I just read this article by Derek Thompson at The Atlantic about sexism in TV ads. It seems like his thesis is this:

A certain kind of sexism, however, is still considered pretty funny and not terribly sacred. In most modern ads, there are two kinds of sexism. First there is winking sexism, where women are objectified but something in the ad seems to acknowledge to the audience: "We know we're being sexist, so that makes it okay." Second, there is the boomerang sexism, where we see men...