Monday, March 30, 2009

I don't want this blog to become a front in some cold war of the sexes, but apparently, what I want won't matter if I keep writing about the things that piss me off.


I noticed the post-Homer Simson archetypal "idiot dad" in some advert ages ago and didn't think much of it. Fair enough, it worked to comic effect in whatever ad it was, and some people are a bit daft. The teasing was gentle.

Since then I've noticed the "idiot dad" croping up more and more and more. The following products have adverts involving moronic men who have to be bailed out/ruthlessly patronised by a partner or child:

Glade air fresheners
Oven Pride
HM Gov's "Act on CO2" campaign

I don't really care that men are potrayed as over-confident, ignorant, blustering fools by these campaigns - they're only adverts. What pisses me off is the feeling that the whole thing would not fly if women were stereotyped equally negatively, equally often. They'd be off the air quite fast, I think. [I've just found out that the Oven Pride ad has had a number of complaints]
It's just equality I'm after - either we all take the piss out of each other, or we take the piss out of no-one. I'm fine with the first one.

The irony of the "idiot dad" adverts is in the outmoded attitude present in every single one - that a woman's role is as a home-maker.

1 comment:

  1. Completely agree esp with the either we take the piss out of each other or not at all bit. Its kind of a reversal of the ads in the '50s where women were seen as the dumb house wife in apron and fairy cakes versus the husband the clever breadwinner in suit and tie. x