I’d like to discuss… (Borderline rant) about something that’s really got my skinny golden dungarees in a twist this week. A topic that’s had, in my gnomes opinion, far too many column inches, Oven Prides latest T.V campaign.
The said campaign is in the news over allegations of sexism; the ASA (the Advertising Standards Authority for those not in the know) has received almost 700 complaints. The ad in question includes a voiceover describing the simplicity of the product as “so easy, even a man can do it”, whilst the commercial features a man making child like facial expressions, quite excitedly cleaning a stove, with his wife angrily watching over him.
Now…complaints received, are described as implying cleaning is women’s work (how dare they) and that men are ‘stupid and lazy’ when it comes to housework.
Now out of the 700 complaints received, I assumed the vast majority of these would be from female members of the audience, angered by the implication that cleaning is still generally considered as a women’s job, boy was I wrong. 673 of the 700 complaints were from men arguing that the ad implied that they were ‘stupid and lazy’. Now I’m sorry, but who actually took the time out of their busy lives and bothered to phone up the ASA and say,
“excuse me, this ad hurt my feelings… I don’t think I’m lazy or stupid”.
You don’t get men phoning up the ASA outraged by the latest Armani underwear ad for implying all men are bronzed muscle bound hunks…
“excuse me…I’m actually a pastey, overweight, balding middle aged man and this ad really offends me”.
The point here is simple, it’s a joke people, a joke clearly emphasised by the pantomime tongue in cheek style of the advertisement, a joke that’s clearly been lost on some of the angry folk who have left comments at the bottom of the article, featuring on various websites (often the most interesting bit). One such Blogger, Miffyworlds, writes,
“It’s so offensive on so many levels. I won’t be buying any of Oven Prides products after this. Disgusting’”
Firstly Miffy, Breathe, Now go gnome yourself. Life’s too short for people without a sense of humour, a philosophy I’ve clearly picked up and embraced since my adoption here at Bewlay house. You certainly wouldn’t catch a gnome acting like this, we’re far too proud of our masculinity…hence the facial hair. I’ll leave you with this, one of you’ve still got your sense of humour at least.
“I think it’s quite fair to say men are stupid and lazy. And I speak as a man. Have I just offended myself? Oh No.” –espanyol4ever.
Hi, very nice post. I have been wonder’n bout this issue,so thanks for posting
Posted by Kelly Brown on June 13th, 2009 12:42 am
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Posted by Katty Blackyard on June 15th, 2009 8:59 am
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Posted by Konstantin on July 6th, 2009 8:28 pm
Where did you take from such kind of information? Can you give me the source?
Posted by Cris on July 6th, 2009 8:51 pm