The "dumb" female

[OctMtnWoods]

I can't stand when commercials think they have to portray the female or wife as dumb and helpless. Just say 2 commercials in a row on HGTV that did this.

There are other ways to make your target audience aware that they could use your product without making her look like a totally helpless female who needs a man around.

Try boosting their confidence rather than starting off by putting them down. They make it sound like their product IS the confidence you need. No its not. Yes, the product is helpful, but its not your confidence.

I see threads on the DIS also from time to time that strike me the same way. The helpless female role. This isn't the 1950's people.


One commercial was a lady sitting in a new car at a dealer & saying "oh I would love to own a car like this". Her husband appears with the keys & says "you do". He bought it for her because "she's worth it". What? She doesn't get a say in going thru the process of buying the car, picking out what she wants, the color....... ? Yes gifts are nice, but there was something in the script that didn't make it feel like a gift, but rather, I bought it for you because you could never do it yourself tone.

The other was a 3M command strips commercial. Beautiful kitchen. She uses the strip hooks to hang utensils & a 5lb bag of potatoes. Uses the line similar to "I did it myself". Well, yeah, because I guess peeling the backing off & reading the directions is really hard. Heck, even a nail & a hammer would have been more than she could handle. So I'm guessing that means she's not smart enough to hold an outside job & the beautiful house & kitchen was provided by that man that she didn't need to hang the spoon. (sarcasm if you missed it)

I've never met one of these "dumb" females in my real life. If majority of females have a brain in the 21st century, why must they keep using this sterotype in marketing. Grrrrr.

 

[MosMom]

They do this to men too. I swear every commercial that shows a mom and dad together, the dad acts like a total idiot. Even just a husband and wife, the husband is a doof.

Now, I'm not going to say that my husband isn't a doof most of the time BUT we should try to build his confidence too.

 

[MushyMushy]

I hate commercials that make anyone look dumb.

There's the beautiful and smart wife who knows so much more than her bumbling fat, balding husband.

There's the commercials with the children who make adults look like complete dolts.

They drive me nuts.

 

[binny]

I agree with you. I have a love/hate feeling about those Lowes Creative Ideas magazine ads though where a bunch of gals come over and say " You did that? And that? and That?" I love that she did it all but why are they so dang surprised?

 

[SwedishMeatball]

They do this to men too. I swear every commercial that shows a mom and dad together, the dad acts like a total idiot. Even just a husband and wife, the husband is a doof.

Now, I'm not going to say that my husband isn't a doof most of the time BUT we should try to build his confidence too.

Too funny!!

 

[robinb]

I was just watching an ad for a local car dealership last night and it had a little icon in the corner saying "Certified Female Friendly!". What the heck??? The funny things is that when I shopped there a few years ago for my last car the salesperson was a condescending twerp!

 

[Chicago526]

There's the beautiful and smart wife who knows so much more than her bumbling fat, balding husband.

You just described DH and I!

 

[alexandria674]

Something about the snarky know-it-all kids kind of bothers me.

 

[Duckfan-in-Chicago]

I think you just may be reading a bit too much into things. My wife is far from stupid and has a degree that I don't have. She loves the 3M strips because she can do them. If I gave her a hammer to use she'd prob hit me with it.

This is a bit OT, but why do some women (notice some) insist on buying little pink tool kits? What are they going to fix with them? I asked for a screw driver and I got this pink thing that I thought was going to snap the first time I used it.

 

[horseshowmom]

They do this to men too. I swear every commercial that shows a mom and dad together, the dad acts like a total idiot. Even just a husband and wife, the husband is a doof.

These commercials infuriate my husband (and I don't blame him).

Something about the snarky know-it-all kids kind of bothers me.

Me too!

 

[wall*e2008]

I hate all the sitcoms that show the dad/father as a ****.

 

[SandrA9810]

Duckfan - LOL
After Kari working at H.D. for three years, we've got a good selection of tools. It also helps when they were bought at discount because of the package being broken or missing pieces. Like the 100$ husky tool set... her manager marked it down to like 20$ because it was missing about 5 pieces. I understand pink is the new fad and the money goes towards a good cause... but I'd rather write them a 5$ check and buy things that I know are going to last me.


Kari get's soooo annoyed when you say... you should have a man do that. My family pisses her off to no end because my mom, my aunt, my g'mother all say it anytime i mention i'm doing something "difficult".
Kari worked in the shop for theater building sets. So she knows audio, electrical, lighting, building with wood. She never learned how to weld... she was too afraid of the fire. But she's like most guys, has no patience. So anytime something requires consentrating or it's really small. I get to do it.

 

[bgirldeb]

I hate all the sitcoms that show the dad/father as a ****.

This is one of my pet peeves too. It's really big with sitcoms, and a lot of kids' programming, even shows on PBS. Why does the Dad have to be a big jerk or a bumbling idiot?

 

[marlynnp]

Turn off the TV.