Give PAPA the Power of Clorox II
by Zia ~ August 3rd, 2004. Filed under: Random.Last night, thumbing through the latest issue of the Atlantic Monthly, I came across a vacuum ad that featured a woman vooming under an ultra-hip low-slung couch. She was wearing capris and heels, and all I could think was, “Yeah, we’ve come a long way, baby. NOT.” We’re back to ads from the 50s.
Anyone who doubts that sexism is alive and well need only review advertising for housecleaning products. Give me an ad campaign that shows men cleaning, I’ll give you a loyal customer for life. Give me a man who cleans, and I’ll … well, I think I’d just pass out.
Speaking of sexism, I watched the trailer for the Stepford Wives and was absolutely appalled at the promotion they’re running. Mocking or not, this is disgraceful. The copy runs as follows:
HEAD:
The Wives of Stepford Have a Secret
Copy:
Your husband deserves the best. But being the perfect wife is hard work. You’ve tried yoga, pilates and Atkins, but still can’t get rid of the cellulite on your thighs. You’ve memorized the Kama Sutra, but can’t quite get the hang of number 73. Your laundry has yet to achieve whiter-than-white status, your souffle is a lost cause and seeing yourself in the mirror polish of your floor seems like an impossible dream.
On the road to perfection, take the shortcut. Now, being perfect is easier than you ever thought possible. Let the wives of Stepford help you on your way. Following our tips and tricks, you can be everything he wants you to be, and everything you know he deserves. You’ll have the stress-free, lemony-fresh life you’ve longed for and he’ll have the sizzling, sexpot wife of his dreams.
Let me tell you all about the stress-free, lemony-fresh life I long for: A house in which I do not do all the cleaning. A relationship based on more than some man’s needs, whether physical or Oedipal. A world in which magazine covergirls don’t reproach me for not looking like a Stepford Wife as I stand in the checkout line at the grocery store
Or more to the point: A world in which the obviously male copywriters, art directors and AEs of The Stepford Wives promotion would take their stiff souffles and shove them.
Wow, I feel stress-free. Lemon, anyone?