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?
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...”
”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!