NewsFlash 2010: Men still terrified of women, losing our dicks

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.

What gives?  Well, this seems about right [via The Awl]:

“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.

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5 Responses to NewsFlash 2010: Men still terrified of women, losing our dicks

  1. Caitlin Kelly says:

    The problem with this theory is women are also screwed by this economy — if by nothing more appealing.

    • John Knefel says:

      Women are certainly screwed by the economy, but the fact that Dr. Gourguechon’s analysis doesn’t cover that fact isn’t a weakness in her argument. She’s asking (if I understand her correctly): why should it be that advertising aimed specifically at men was even more noxious this year than in recent years?

      I have no idea if or how the economic situation has affected advertising aimed at women, but I don’t think Dr. G is trying to explain that.

  2. Caitlin Kelly says:

    I agree that it might be because of the recession, but it gets old analyzing why men treat women badly. The backlash never stops, just waxes and wanes.

  3. gracenearing says:

    The Flo TV ad — in which a man is not “allowed” to watch the Game, as his wife drags him to a lingerie department and he is made to carry a red bra over his shoulder — was a total hack job and probably offended a good share of potential users (you know, women).

    Think of a different ad: A huge snow storm hammers a good half of the US. (Certainly a timely motif.) The man is stuck in an airport or a dimly lit train in the middle of nowhere or a car stranded in a giant snow drift on a turnpike. He’s calm. He calls his family on the cell phone and reassures them. He’s warm; he’s got food. After the phone call, he makes himself as comfortable as possible, opens a small bag of chips, and turns on his Flo-TV to watch the Super Bowl.

    No castrating female here. The message instead is that the resourceful man is nonplussed no matter what life throws at him, and always gets to watch the game.

  4. I have not caught all of the ads but saw maybe half of them and I saw even more prevalently than the chiding of women that there was a lot of dumb violence. People falling, getting hit/tackled violently..I think someone was shredded or something? Beyond just a football tackle.

    I think they are looking at the 2nd market of these ads, after the game. That is online viral views. Stupid violence and making fun of women is a big viral vid thing. Think Break.com, College Humor, Holy Taco, much of Funny or Die…They are mostly going for that viewer.

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