It’s been generally accepted that the Super Bowl commercials this year were particularly sexist – and not just in that awesome TITS EVERYWHERE! way that I can get behind (kidding!). The two greatest offenders this year were the Dodge Charger spot, in which straight men list the horrible tasks they complete to placate the women in their lives – washing themselves falls on that list, uncomfortably. The other spot, for FLO TV, showcases a man who is “forced” to go shopping with his (presumably) domineering girlfriend, only to be draped in women’s clothes and probably turned gay on the inside.
“So what’s the source of these images, that seem revived from decades ago-the henpecked man, the juvenile old fool? Or more specifically, why would advertising executives offer up these particular images of men, and bank on these painful images selling products in February 2010?
I can only speculate. The economy is what comes to my mind. Perhaps so many men have suffered narcissistic injuries as a result of lost jobs, foreclosed houses, shuttered opportunities and expectations, that culturally we regress to the fantasy that it is women, or specifically the eternal Castrating Woman, who is taking away their power, causing them to feel small, young and afraid.”
Oh yeah, Lady!? I’ll show YOU who’s small, young and afraid. I’ll — I’ll — OH GOD I NEED A MINUTE.