Argh. Last night I saw that FloTV commercial previously aired Super Bowl XLIV night where the guy shopping with his significant other is missing a football game. The commentator labeled him "spineless" (more specifically "Updated his injury report" to reflect that his "girlfriend" had "removed" his spine! OH REALLY?
Watching it the first time, I was euphoric from my Saints doing so well and was feeling less critical of the many dumb ads. I have since come down off my super bowl fly-high and back down to where I am really not feeling misogynistic, warfare-imagery - verbal or otherwise! I especially have no interest watching it during tv time with my son. Watching an innocent program, one does not expect to be insulted by some "spineless" ad team.
Seriously, I love sports. I am a huge sports fan and have NEVER engaged in a lingerie spree during a game (especially a playoff game). BUT - if my mate decided to forgo a sports event to shop with me, that is a choice, not a surgical procedure.
Women have long been the brunt of caving in men's worlds. I get that no one loves a nag, but hey bud, that includes me as well.
Traditionally women have been the receiving end of humorless humor.
Walking tall, and even with a sense of humor, I have found that perpetuating this anti-female sentiment can birth a movement that may reverse progress. Make no mistake that we women, and the men who love us, are paying attention. As "choice" is taking its return to being a dirty word, you bet we are watching closely what is being put out there.
There remain 6 places on our wonderful planet that do not allow women to vote!
This thought pattern reigns despite the fact that in 1948 The United Nations adopted into international law the Universal Declaration of Human Rights.
Within this language are statements in Article 21 that proclaim "Everyone has the right to take part in the government of his country directly or through freely chosen representatives. The will of the people shall be the basis of the authority of the government, this shall be expressed in periodic and genuine elections which shall be universal and equal suffrage and shall be held by secret vote or be equivalent free voting procedures..."
Woman suffrage is also addressed in the 1979 Convention on the Elimination of all Form of Discrimination Against Women, so seriously guys, enough with the gal bashing already.
SO GUYS, if the intention is to throw women back UNDERTHEBUS ... or confuse our direction, maim us with poor marketing or actually make us use Ipads - guess what? We will definitely come out swinging - so you it may be best that you learn to duck.
Research done by Tom Brennan