Advertising

Well the last topic has dissolved into discussing robots, so it's time to move on.

The new Mitsubishi commercials are really pissing me off. If you haven't seen them here is a short description of both of them (these are not the official name but just the one I came up with).

Let's get it on: A couple walk into look at buying an SUV. Young Husband tries to convince Young Wife that they should buy it. He talks about the safety rating, the great deal they are going to get, but she is undecided. Husband looks over to the Mitsubishi guy who then does the international symbol for rocking the baby. Husband then shrugs and says "it's the perfect size for the family we've been talking about". Wife is convinced and hugs him, and he has a vague look of disappointment. She then adds "Look it seats five!" Husband stops in his tracks and the commercial ends.

The WingmanTwo guys are in the dealership. Dude#1 says here's the sporty Eclipse that I'm going to buy, Dude#2 responds "Nice, Chickmagnet!". Dude#1 responds that No, the car is really good and lists all sorts of great things. At each one Dude#2 responds "Chickmagnet!". The commercial ends with Dude#2 doing push-ups on a car, while the female sales person asks Dude#1 if "He is with you". The thing is that she doesn't ask in a completely disgusted manner, it appears to me that she is interested in the guy and is wondering if they are friends.

Right, so why do I bother describing all of these...Well it could be my Gender Discrimination class talking, but I find these commercials incredibly offensive, chalk full of all the gender stereotypes of our society. The first describes a situation where in order to get what he wants (the car) he cons his "wife" (I assume that they are married but I could be wrong) that he is ready to have a family. The problem is the suggestion that all men NEVER want to settle down and have to have a selfish motivation (getting a car) as the reason to settle down and have a family. The second one at least has a redeeming guy who wants a car and appears to be offended by the suggestion that he is only doing it to get chicks. The suggestion from the commercial is completely opposite since it could be argued that his friend 'articulates' the real reasons for getting his getting the car. And again the female seems interested in the friend making an ass of himself.

Wow this is getting long. I could say more about how advertising, rather than the Conservative right promoting the traditional values, is the real danger in our society being stuck in the terrible gender stereotypes and continue to construct our society's concept of gender.