The Rural Voice, 1980-12, Page 29f�
GISELE IRELAND
Advertising
and the metal
muffin brigade
Lynne Gordon, Ontario Status of Women Council chairman,
states that there will be a change in sexist advertising. This
means that no longer will women be sterotyped as mindless
morons; men will join the metal muffin brigade too.
Advertising of products that women normally use is usually
one level above Sesame Street, if that good. What about the
cluck who has spent 20 years with fumes in her oven and wants to
know if "this is marriage"? Or the detergent commercials where
mommy waits at the bottom of the hill for her little darlings
dressed in white. They have just slid belly down and rump up
down the dirt and mud just so that she can whip the clothes off
them and try the new wonder product. I'd wait for them with the
wooden cooking spoon, if I was nuts enough to let them wear
white shirt and pants while playing outside. Most women are not
that hard up for something to do.
I wonder how they will get around the sexist role with the
disgusting array of products they have for feminine hygiene. I
can't see some muscled he man advertising "light -days"
napkins, can you? Maybe they could have non -sexed rabbits do
it. The preparations sold for that embarrassing itch that no one
talked about years ago, still shouldn't be talked about. Who
cares where you itch?
I don't see them advertising personal hygiene products for
men, why pick on us? We are supposed to cream and deodorize
every square inch of our delectable bodies so that we will be
acceptable to the other half of the population. What is wrong
with the smell of cows, or pigs or anything as basic as
perspiration anyway? According to these ads I would have to
carry around a can of "the dome" with me all day when I work
just in case someone comes near me.
Men only like women who have shiny teeth, no dandruff and
wear a certain kind of perfume. Actually, even without electric
hair tweezers and living bras we're not too bad. The one woman
in the bra commercials who sticks right out there would be right
at home in a high producing herd of Holsteins.
And it certainly doesn't take the average mother -to -be
agonizing hours or weeks to decide whether to use the
containers that mother nature gave her to feed the baby or
nipples that look and feel just like the real thing. If she's that
indecisive now, imagine the poor kid with wet pants after he's
born and she's pouring water on a stack of diapers to find out
which one will leave him driest.
I am looking forward to seeing a man putting a tough shine on
his floors or deciding what to do about spots on the glasses, or
better yet, having him model super smooth panties so no bulges
will spoil the line of his denims. The commercials could be better
entertainment than the shows.
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THE RURAL VOICE/ DECEMBER 1980 PG. 27