Are men nought but bumbling idiots? Unable to complete the simplest tasks, unable to read situations, do things accurately or be normal functioning members of society?
If advertising is to be believed, yes.
I understand that traditionally women are the ones within the household who make majority the purchasing decisions; however when did appealing to women become about man-bashing? My husband once commented to me after watching one of these ads:
The primary difference with how men and women view each other is that men think women are complicated and women think men aren’t.
That’s kind of it, isn’t it? I’ve heard this idea that men are simple so many times. All men want is sex and a sandwich. Women, on the other hand, are these incredibly complicated intelligent beings who understand how the world works and will simply look at their husbands with a withering look, shake their heads and say “men”.
When did this happen? When did feminism become about man-bashing? Has this always been the case? It is standing out to me more and more in advertising and it makes me really angry. I don’t understand why companies seem to believe that by making the man look like an idiot I will want to buy their product. Oh ha ha, he’s so stupid he doesn’t know she’s talking about yoghurt.
How about respecting my intelligence enough to know I don’t want to view men that way? How about not having an idiot in the ad at all? I’d like to be able to suggest that sometimes the woman could be made to look like the idiot, but I know if that happened people everywhere would cry “sexist!” and jump up and down about it.
To the advertisers of the world, a message from me to you: It’s still sexist if it’s making fun of men.
Not convinced? Have a look at these. If you’re pressed for time, watch the Dairy Queen one. Warning: your blood may boil.
Yoplait Light – same ad is aired in Australia for Yoplait Forme
Cave Man/Woman Commercial – I don’t even know what this is advertising.
Domino’s 28 Minutes
Viva “Fast Clean” shower wipes
Knock on Wood – Again, I have no idea what this is even advertising.
First For Women – Insurance for women only.
Dairy Queen – Must watch
Tamsin Howse has written 177 posts.
Tamsin is a wife, stepmother and blogger with a passion for people and relationships, fashion and beauty, and an inability to successfully complete household tasks. Co-founder and Editor-in-chief of KiKi & Tea.
Follow on twitter: @TamsinHowse