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Yoghurt with chunks.. mmm - Tactical Ninja

Dec. 15th, 2010

11:33 am - Yoghurt with chunks.. mmm

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I really don't know what to make of this.

Their tagline: MAN. IT USED TO BE THE BEST JOB TITLE IN THE WORLD.

Apparently men have lost their place in the world and it can be reinstated by eating chunky yoghurt. Who knew? Thus follows (on the page) a list of things men aren't allowed to do, if they want to be considered real men. This list includes carrying a bag, grooming one's facial hair, owning a car with a spoiler, bathing, crying, or touching another man. He is, however, allowed to grow a big bushy beard, and.. um.. eat yoghurt. It appears he may also watch sport and drink beer.

So, pretty much standard fare for mainstream media advertising. Complete with bass-enhanced, American-accented, slow-talking cowboy style voice-over - for a New Zealand company.

All I can say is that I'm really glad I don't have to get too close to any of these 'real' men. I am happily surrounded by unreal men who shave, wash, don't neanderthalise themselves with alcohol, know how to interact with each other and women, and.. eat yoghurt. It's awesome.

I can understand marketing something to men - as a woman I get things marketed to me all the time - but this particular choice of marketing seems to me to be a blatant attempt to get a particular type of man to buy yoghurt. They've probably done research that shows this type of man is the smallest group of yoghurt-buyers around, and they want to increase their market share by making yoghurt manly. Only.. one of the things that goes along with the 'real man' stereotype as depicted in the advertising, is that the woman does the shopping. And, um.. well, you see where I'm going with this.

Mostly I'm just insulted that this company thinks we're stupid enough to be sucked in by it. Yep, your yoghurt is chunky and will make you grow facial hair, and potentially stop you from groping other men in public. So what? Does it taste good?

*cough*

Sorry Will, this isn't quite rant-worthy. Not compared to some of the other things that I'm not allowed to rant about related to work. Or this image by David Bailey, which just makes my skin crawl (black and white pic of a young woman in bra and underpants, sitting on a chessboard, gazing into the eyes of a fully-clothed older man while holding a chesspiece as if she’s about to give it a blowjob). It’s supposed to be art but .. ew.

And I got followed on Twitter by someone who thinks tweets like:

”What Husbands Can't Resist - Simply Make Sure Your Marriage Is Incredible!: We all know that marriage all come with their own problem...”
and

”Sex Tips for Women - How to Give a Man an Explosive Orgasm: There are lots of ways to give a man a good orgasm but to really blow his...”

Are going to make me read their magazine.

*sigh* You know that old trope about how feminists are just looking for things to be angry about? You know what? Most normal days, there’s no looking - it’s more about trying to choose which things to say something about and the rest of the time staying quiet and trying to pretend it’s not happening for the sake of our own sanity. And most of the things are little things, like the ones above - things that people can say “I don’t see what’s wrong with it, why are you so sensitive?” and use your own irritation to invalidate what you’re saying because “It’s not that big a deal, get a sense of humour.”

Today, the death-by-a-thousand-cuts encroachment of the little things is making it hard for me to maintain my sense of humour, just saying.

Also, there’s a thing, in Cuba Mall, by the bucket fountain, today at 12:30. It’s for people to go show some offline support for WikiLeaks and what it’s doing. There’s a photo booth where people can write a message about WikiLeaks and have their photo taken. The plan is to make a montage video. Come down! Say a thing!

Comments:

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From:pleiadeslion
Date:December 14th, 2010 11:14 pm (UTC)
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That image is horrendous, I find, mostly in the fact that usually no one would bat an eyelid at it. It would appear anywhere: Vogue, a sunday supplement and people would, if anything needed to be said about it, probably say, 'Well, you know, women prefer older men, it's biology...' or 'Women will do anything for money...'

But to me there is no woman in the picture at all, only a male fantasy.
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From:tatjna
Date:December 14th, 2010 11:17 pm (UTC)
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Yeah, it was pretty affronting. I'm glad you're so well able to articulate what is offensive about it, because I just went "ARGHARGHARGH".

(some days i no has wurdz)
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From:pleiadeslion
Date:December 14th, 2010 11:33 pm (UTC)
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I has no wurdz for the mammoth thing 0_o
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From:ferrouswheel
Date:December 15th, 2010 01:17 am (UTC)
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Where the male fantasy is a girl who finds chess a turn on? *ducks*
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From:bekitty
Date:December 14th, 2010 11:45 pm (UTC)
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I like this picture better. [Semi-NSFW]
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From:bekitty
Date:December 14th, 2010 11:46 pm (UTC)
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Well, I think it's less NSFW that the one you pointed to, but it's got two men and is in colour. :P
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From:tatjna
Date:December 15th, 2010 05:43 am (UTC)
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Are you sure the one on top is a man?
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From:ferrouswheel
Date:December 15th, 2010 01:15 am (UTC)
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I'm not sure I understand the problem with the second tweet? Related to gender roles at least, since you'd equally see that with the genders reversed on a men's magazine...

It's a shame such nice web design was wasted on the yoghurt site.

As a "masculine" ad, my personal favourite is still the Old Spice commercials. I'd rather be on a horse with two tickets to that thing you like than eating chunky yoghurt.
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From:tatjna
Date:December 15th, 2010 01:22 am (UTC)
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Sure, out of context it's fine. But given the lack of "Sex tips for women: How to HAVE an explosive orgasm", it seems.. off.

Especially given the general context of belief that sex is something women do for men, and historically women have been expected to please the man with no consideration for their own pleasure. This is changing, but having grown up with this implication (he always orgasms and if he doesn't I failed, I might never orgasm and if I dont.. I failed), every time I see that sort of thinking made explicit I just go *grr*
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From:vernacularity
Date:December 15th, 2010 03:44 am (UTC)
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yeah i don't see yoghurt being chunky as any sort of advantage. I like yoghurt, but if it's chunky it's sort of like inhaling spew.
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From:tatjna
Date:December 15th, 2010 05:42 am (UTC)
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PS you on a horse with two tickets to that thing I like might be too much for my excitable self to handle!

You eating chunky yoghurt would be like "Oh, having lunch?"
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From:vernacularity
Date:December 15th, 2010 03:42 am (UTC)
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well fuck. i was in cuba mall, and i thought i saw you/your hair, but i didn't see any signage saying what was going on. note "didn't see".
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From:tatjna
Date:December 15th, 2010 05:37 am (UTC)
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Note to self and organisers - make signage so folks know what's up.
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From:thirstygirl
Date:December 15th, 2010 08:05 am (UTC)
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side comment- my default yogurt is plain and unsweetened with nuts and fruit added to it. Because it's tasty, whereas As A Lady-Person, I'm fully aware I'm meant to be eating yogurt as a substitute for all other desserts and/or to lose weight. I didn't think you could Do Yogurt Wrong and yet, there I am...
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From:tatjna
Date:December 15th, 2010 08:09 am (UTC)
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I don't eat yoghurt. Mostly because I'm not fast enough and The Kid gets there first.

I'm not sure if he thinks he's a Real Man or not. But he likes the custardy ones.
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From:ophe1ia_in_red
Date:December 15th, 2010 08:17 am (UTC)
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I wonder when the attempts to make MANLY versions of more and more “women’s” products such as yoghurt and iced coffee will result in a MANLY advert for lipgloss. Or anti-ageing cream. Or Cadbury’s Flake.

I actually think the yoghurt sounds pretty good, but I bet it’s horrifically oversweetened. Oh lawd. I just had a look at the nutritional information part:

“Daily intake? Lesser mortals [women, presumably] may find it of interest, but it’s hardly relevant to a Mammoth man. Nevertheless, it’s good to be in the know.”

Anyway, it turns out that a 150g serving of yoghurt contains 25% of an adult’s daily recommended sugar intake. Super.
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From:ophe1ia_in_red
Date:December 15th, 2010 10:50 am (UTC)
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Also I have JUST NOTICED the “Metro-Man Bingo Card”, which is apparently intended for women to use to see if their man “needs some Mammoth in him”. So don’t worry, it is still women who are expected to buy the food.

The card includes such male faux pas as “Toy dog”, “Shaves anywhere below the neck”, and “Apple martinis”.
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From:rantydave
Date:December 15th, 2010 10:24 pm (UTC)

The facial hair thing

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It's a failed piece of marketing because men who do buy yoghurt think it's crass and men who don't buy yoghurt, won't. If they were in any way smart they'd be re-branding Watties "Big Eat".

Speaking of which here is the alpha'est male ever: http://en.wikipedia.org/wiki/File:Larry_Elllison_on_stage.jpg

He's the best paid CEO of the last ten years, flies fighter jets for giggles, has won the America's cup and appears to buy a new car more or less every time the last one runs out of petrol. Now, tell me, does he spend hours preening his beard or what?
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From:tatjna
Date:December 15th, 2010 10:30 pm (UTC)

Re: The facial hair thing

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Yeah, he probably eats runny yoghurt too.

(i didn't think yoghurt and a big bushy beard would be a good combo myself)
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From:t_c_da
Date:December 16th, 2010 01:55 am (UTC)

Re: The facial hair thing

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yoghurt and a big bushy beard

It all depends on how messy an eater one is...
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