Women are so sensitive to how they are portrayed in advertisements, and rightly so. Without the vigilance and activism of the past several decades we’d still be watching airline ads soliciting our business with a come on like, “hi, I’m Rebecca, fly me.” So when I saw this ad it occurred to me that no one is taking on the responsibility of rooting out advertising that portrays men in damaging or stereotypical ways.The ad below comes from Surefit Slipcovers.
The barely hidden subtext is that men are…
dirty, smelly, beer swilling pigs who will be so drunk ten minutes into the game they’ll only make contact between their mouths and the opening of the beer bottle one quarter of the time. The other three quarters, beer will go slopping around the room. and landing on your couch and congealing bits of potato chips, nachos, lint and loose pet hair into a super strength form of matter with a half life of 10 million years, which, in the future, will turn up in the most private and surprising orifices of family pets.
Another subtle implication is that men get so excited watching sports events they lose control of certain bodily functions and are prone to make wet farts on your couch. That explains the prominent mention of the fabric protection agent, Scotchguard in the ad. In addition, men are hairy and smelly, therefore brand new slipcovers are necessary before any sporting event. Notice that although Surefit sells many floral and brocade fabrics, when it comes to Superbowl Sunday, industrial grade denim is the only fabric worth a mention in the ad.
And so, Gloria Steinem, your work is not done yet.
And, come to think of it, neither is mine, because Rick is having several friends here for Superbowl and I expect to be picking that congealed beer and potato chip matter out of the nooks and crannies of our two couches, and the orifices of Garcia and the three parakeets.
Right about now that industral grade denim is seeming mighty practical.