Rage Against the Man-chine
There are two pieces of badvertising that I wanted to discuss on here today. Both were actually booze commercials, one for Jim Beam (aka Jim Bum) and Johnnie Walker. (bourbon and whiskey, repectively).
First, let's take the Jim Bum commercial. The whole thing is guys engaged in conversation or activities with other guys, and when a beautiful woman walks by, they break off what they're saying mid-sentence to stare/check out the woman, then resume their no doubt insightful conversation. "Happy Bir-------thday!!!" while they stare at a hott lady walking through a nursing home (?!).
I've puked off of Jim Bum in the past, and seeing this sexist piece of shit commercial gave me that old familiar feeling. This clearly is trying to appeal to their 'target audience': straight male doods. Way to alienate FIFTY PERCENT of your possible market, Jim Bum badvertising execs!!!! Think about the profits companies would make if they stopped genderizing fucking alcohol and basically everything else that is seen as masculine/feminine. Shocker: Some women love and drink whisky/bourbon! I know that may be a shock to you that they're not sipping their appletinis, but I can vouch for a lot of women, my mother included, that enjoy the dark stuff.
By targeting specifically to straight males they are forgetting half their audience. Maybe more. Gay males and straight ladies. Guess I'll continue to not drink their shit product anyway.
The Johnnie Walker commercial. I hear it first: dramatic music that makes me leave the bedroom to see what commercial is playing on tele. It's a decent commercial if you're uninformed: Men trudging through snow, dragging pipes to build skyscrapers, doing manly hard work. At the end, a distinguished gentleman is walking briskly with a cane and hat: The JW icon. I think the tagline was "Walk hard". After the commercial ended, I was like, "Where's the ladies?!" No women were featured at all in that commercial, and as I've mentioned above, women do drink their rotgut product. But I guess they conveniently forgot about that. What about putting in some Rosie the Riveters drilling together some fighter planes?
Well the former commercial came on this morning and I said to Brian, "I guess they forgot that women drink their piss swill." and brian said that the appletinis are marketed to women because men don't drink that pussy faggy shit and whisky is marketed to men. I had no idea items and products had to be gendered, but okay. And I said, "Well, that's okay for you since you're the default human."
Note how in basically everything constructed within our patriarchal society is male-based. A health textbook showing The Human Body is male. The female human body is Othered and secondary and will typically just show the reproductive organs. Because that's all we're good for, amirite! A moist hole to fuck and an incubator for fetuses.
This phenomenon actually has a name: androcentrism, or the valuing of things masculine over things feminine. More examples, girls can wear guys’ clothes without drawing much attention to themselves. This is because in a patriarchy, we value masculine things over feminine things and aren’t surprised when women want to do them. Nor are we disgusted by their participation because participation in masculine things does not, by and large, say something bad about you. Girls and women are, in fact, encouraged to do all kinds of masculine things: watch or play sports, become a doctor or lawyer, etc. But boys and men are largely discouraged from doing feminine things. Learning to knit, wanting to be a stay-at-home parent, becoming a nurse, and wearing make up or women’s clothes will, often, get boys and men teased, ostracized, or even attacked.
In this type of society, that's why it's terrible, AWFUL! if a man is perceived to be gay. Anything but that! Because gay is associated with femininity and weakness and has to be rejected since they're debasing themselves. Lesbians are having sex with the correct object for sex - another woman. That’s why their existence is not such a problem. Actually, it's perceived as hottt if it's for a man's pleasure (read: "lipstick" lesbians performing sex for a male's approval, or 'barsexuals' doing the same). Now if it's two dykes together, then string them up from the rafters.
The End.
First, let's take the Jim Bum commercial. The whole thing is guys engaged in conversation or activities with other guys, and when a beautiful woman walks by, they break off what they're saying mid-sentence to stare/check out the woman, then resume their no doubt insightful conversation. "Happy Bir-------thday!!!" while they stare at a hott lady walking through a nursing home (?!).
I've puked off of Jim Bum in the past, and seeing this sexist piece of shit commercial gave me that old familiar feeling. This clearly is trying to appeal to their 'target audience': straight male doods. Way to alienate FIFTY PERCENT of your possible market, Jim Bum badvertising execs!!!! Think about the profits companies would make if they stopped genderizing fucking alcohol and basically everything else that is seen as masculine/feminine. Shocker: Some women love and drink whisky/bourbon! I know that may be a shock to you that they're not sipping their appletinis, but I can vouch for a lot of women, my mother included, that enjoy the dark stuff.
By targeting specifically to straight males they are forgetting half their audience. Maybe more. Gay males and straight ladies. Guess I'll continue to not drink their shit product anyway.
The Johnnie Walker commercial. I hear it first: dramatic music that makes me leave the bedroom to see what commercial is playing on tele. It's a decent commercial if you're uninformed: Men trudging through snow, dragging pipes to build skyscrapers, doing manly hard work. At the end, a distinguished gentleman is walking briskly with a cane and hat: The JW icon. I think the tagline was "Walk hard". After the commercial ended, I was like, "Where's the ladies?!" No women were featured at all in that commercial, and as I've mentioned above, women do drink their rotgut product. But I guess they conveniently forgot about that. What about putting in some Rosie the Riveters drilling together some fighter planes?
Well the former commercial came on this morning and I said to Brian, "I guess they forgot that women drink their piss swill." and brian said that the appletinis are marketed to women because men don't drink that pussy faggy shit and whisky is marketed to men. I had no idea items and products had to be gendered, but okay. And I said, "Well, that's okay for you since you're the default human."
Note how in basically everything constructed within our patriarchal society is male-based. A health textbook showing The Human Body is male. The female human body is Othered and secondary and will typically just show the reproductive organs. Because that's all we're good for, amirite! A moist hole to fuck and an incubator for fetuses.
This phenomenon actually has a name: androcentrism, or the valuing of things masculine over things feminine. More examples, girls can wear guys’ clothes without drawing much attention to themselves. This is because in a patriarchy, we value masculine things over feminine things and aren’t surprised when women want to do them. Nor are we disgusted by their participation because participation in masculine things does not, by and large, say something bad about you. Girls and women are, in fact, encouraged to do all kinds of masculine things: watch or play sports, become a doctor or lawyer, etc. But boys and men are largely discouraged from doing feminine things. Learning to knit, wanting to be a stay-at-home parent, becoming a nurse, and wearing make up or women’s clothes will, often, get boys and men teased, ostracized, or even attacked.
In this type of society, that's why it's terrible, AWFUL! if a man is perceived to be gay. Anything but that! Because gay is associated with femininity and weakness and has to be rejected since they're debasing themselves. Lesbians are having sex with the correct object for sex - another woman. That’s why their existence is not such a problem. Actually, it's perceived as hottt if it's for a man's pleasure (read: "lipstick" lesbians performing sex for a male's approval, or 'barsexuals' doing the same). Now if it's two dykes together, then string them up from the rafters.
The End.