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View Diary: Selling Stupid Men: Advertising and the Myth of the Incompetent Male (67 comments)

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  •  The Yoplait spot... (2+ / 0-)
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    hepshiba, SingularExistence

    I haven't seen it lately, but as I remember it, I was assuming that the man was looking for all those yummy desserts in the refrigerator because he wants to eat them, not because he's worried that his wife is eating them.  And of course, all he's finding is yogurt, which as we all know, men don't eat.

    •  Yes, he is looking because he wants to eat them (1+ / 0-)
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      MA Liberal

      There's also a sequel to the ad, where he's bragging to a friend on the phone about the strawberry cheesecake, German chocolate cake, pineapple upside down cake, etc. he's been chowing down on...when he's really talking about the yogurt.

      Of course the snarky wife shuts him down with a withering, "Babe? Who are you talking to?" and he sheepishly hangs up the phone.'

      "I can't come to bed yet! Someone is WRONG on the Internet!" - XKCD

      by SingularExistence on Tue Aug 14, 2012 at 01:20:11 PM PDT

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    •  I think you're both right (1+ / 0-)
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      MA Liberal

      The guy isn't thinking about his wife's weight, but she clearly is thinking about it.  And the implication is that because she's thinking about her weight, those kinds of yummy desserts are not in the refrigerator for her husband to eat.

      If you want to read it deeper, though, you could put a subversive spin on it:  a wife's concern about her weight, which reflects a wish to please her husband, actually backfires on the husband, who, despite not being told by the culture that he should diet, is deprived of the sorts of food he would like to eat. I'm sure that's deeper than the advertisers intended -- probably they stopped at the level of "Ha, ha, he thought she was talking about cake, but she was really talking about yogurt!"  But it's a tiny parable about how oppressing another group requires that you also discipline your own members.

      "If you fake the funk, your nose will grow." -- Bootsy Collins

      by hepshiba on Tue Aug 14, 2012 at 01:26:48 PM PDT

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