Text: “These guys these street gangs, settle their scores by singing and dancing together? Doesn’t sound like anybody on the Westside I know.”
Text: “You want nice. Go pick your mommy a flower.”
Text: “Gentlemen, Check your skirts at the door.”
Text: “Today you’re using your girlfriend’s hair gel. Tomorrow, your wife’s hairspray. Where does it end my friend? Where does it end?”
NEW (Mar. ’10)! Emma H. sent in this commercial, which ran during the 2010 Olympics, in which a man — shock and horror! — likes ice dancing:
More ads policing men’s behavior: sissies suck, how to do masculinity (hugging and sitting), “woman” as an insult, and boys can’t wear make-up at school.
Comments 13
Lazercat — November 24, 2008
It's funny that these people believe that such blatant insecurity about one's gender identity or sexuality is the ultimate expression of masculinity itself. And I thought being a man was about being strong...*snark*
A real man, imho, is someone who isn't afraid about appearing feminine/gay/whatever, not someone who spends every waking moment worrying about his schwanz falling off at the first bite of tofu. (this is coming from a straight woman).
Not to mention, these rigid, insecure ideals of masculinity are one of the main perpetuators of homophobia and transphobia - seeing femininity or even the mere indication of it as the worst possible crime for a man to commit. This is another way in which feminism can help men, by destroying these rigid gender ideals and thereby removing the base for a lot of homophobic and transphobic sentiments.
Matt K — November 24, 2008
Wow, I'm surprised these ads are still around. A lot of them look like they are from some time ago...but then, they are products marketed mainly to "manly" men, aren't they?
Rachel — November 24, 2008
I don't see that the Kawasaki advert is all about masculinity. I'm a female biker, and the ad definitely appeals to me. The rest I can understand though.
trannypunk — November 24, 2008
'check your skirts at the door' has a double meaning, 'skirt' is also a derogatory term for 'female'.
so this ad also reads 'no ladies allowed', or 'he-man woman-haters club'.
Bagelsan — November 24, 2008
Calling a he-man product "Consort" struck me a little funny, 'cause I pretty much associate that with being the Queen's boyfriend. ...is that appealing to construction workers...?
K — November 24, 2008
I instinctively read the whiskey ad in a way which was probably not intended: "This is an American product, not Scotch".
The general style of the ad - sepia tones, glass, bar, elbows - is highly similar to many adverts for the many, many brands of Scotch whisky available in the UK. What else might you see in a Scotch whisky advert... well, a man in (to all intents and purposes) a skirt.
Not that you should ever refer to the kilt as a skirt. It won't go down well...
(I am not suggesting that the other readings aren't what was intended, just thought it was funny that my instinctive reading was so different!)
Dubi — November 24, 2008
I agree with Rachel - the second ad isn't about masculinity vs. femininity, but about manhood vs. boyhood.
Sociological Images » DIAMONDS OR THE DOGHOUSE — December 9, 2008
[...] K. sent us another example of androcentrism (see here, here, here, and here), one that is nicely combined with the representation of women as annoying [...]
Ben Zvan — December 29, 2008
@K: When I bought my kilt (in Scotland) the salesman said "Eye, it's a skirt, but it's a mans skirt!" I think it's mostly non-Scots who don't think of them as skirts. Like the guy at my office who said "You know what the difference is between a kilt and a skirt? The guy wearing a skirt won't kick your ass for asking about his skirt."
Sociological Images » Rejecting The Gender Binary In Fashion — May 4, 2009
[...] other examples of antrocentrism, see our posts here, here, here, here, here, and [...]
Zaphod — March 7, 2010
The first one was what got me - it sounds like an advocacy of gang violence: "built for a gang of six with plenty of room for everyone's equipment" Seriously?
Satirizing Advertising for Men’s Personal Hygiene Products » Sociological Images — July 10, 2010
[...] real men don’t worry about body hair, Power deodorant, using women’s hair gel is a small step from cross-dressing, Axe toughens up the Israeli army, Nivea mocks Axe-type marketing, men who don’t worry about [...]
Guestie — July 18, 2012
I love West Side Story. It's possibly the greatest musical. Such a shame that some men don't like it.