Next, Dove – Men Care:

The Dove ad outlines in detail the expected path of a man’s life. This is nothing new, in fact it is a sociological tale older than Simon and Gagnon’s sexual script theory.

Third, Old Spice Body Wash:

Somewhere down the line “men” have lost their masculinity, their pride and dignity.  The male body has befallen its worst fate, it has become feminine. Or, at least that is the message of these commercials. Fortunately there are products to help regain this rugged man that has somehow been lost in time. This next commercial is the most glaring example of the emasculated modern male crying out for help, in this clearly female dominated, powder-puff-pink and trivial world, behold the Dodge Charger: Man’s Last Stand…

This one leaves nothing to be implied. And collectively all of the aforementioned commercials say that man is, or is in danger of being dominated by women. What does that mean? Clearly, that the male is losing his inherent, and God-given supremacy in the gender binary. These ads echo the normative gender roles as they have been built overtime, reinforcing the golden rule that the genders are stark opposites of one another, and must remain that way. N’er the twain shall meet.

And here is the video response to combat this madness, Woman’s Last Stand (excuse the language):

Can’t we all just get along?

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Check-Out

Who among us hasn’t glanced at the sleaze rags lining the check-out aisle at the register? Everyone is guilty of grabbing that last minute candy purchase, and even perusing the National Enquirer Headlines of Elvis resurfacing just in time for the holidays. But, we put it back, dismissing it as nonsense. Children do not yet have the ability to discern that marketing, shameless or otherwise, has one purpose… to move a product. So when a young child is helping a parent bag groceries, or is sitting in the wagon what will they see?

Cosmo

This week they will see on Cosmopolitan: “100% Hotter Sex”, “50 Ways to Have Fun With Your Guy” and a picture of a ’sexy’ and busty Amanda Bynes, formerly of Nickelodeon. On Seventeen: “638 Fashion and Beauty Ideas”, “New Kissing Tricks [Guy Approved]” and a feather-haired, flirty Miley Cirus. These are the messages that are being sent to kids sans filter. To be more specific, these are the messages being sent to female children, as most of the magazine at the register are targeted toward a female readership. Be sexy, be slim, please your man, and if you happen to see a “Woman’s World” magazine, bake a cake.

A proposition, move all of this gender normative, stereotypical, self- image affecting material to the 18+ section, with the Playboy and Hustler Magazines. This is hardly an absurd request. It’s the same as removing the Joe Camel Cartoon off of cigarettes because it enticed a younger demographic to start smoking. The only difference is that the affects of a negative body image are detrimental to both the physical and mental health of a person.

Take a step back, in the big picture we see a grocery store with magazines targeted predominately towards women implying that women are [still] doing most of the shopping and the home-making; the lack of magazines targeting men in the check out aisle implies that men simply are not. For young females it says, this is where you ought to be and for young males it says this is where she ought to be, and what she should look like. Hardly are the headlines of the aforementioned women’s magazines, ” Getting Your Next Degree, While Advancing Your Career”, “You: Naturally Wonderful”, or “Filling- Out Nicely: Tips To Gain Weight The Healthy Way.” Progressive, esteem and intellect-building magazines are out there, but they are in the catacombs of a more robust magazine section, where your kids can’t see.

*Results may vary at local super markets.

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One, being that the female body is the constant site of imperfection and improvement, because there is no way that it can be perfect or acceptable naturally. Two, youth and beauty are inextricably linked and are of the highest priority in the lives of women, which must be maintained at all costs. Three, perfection can be purchased. Four, beauty does not include those with a “double chin”, “neck folds” or “loose skin”. In addition to this product’s clear attack on body image, it is also utterly ridiculous.

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