Advertising and Masculinity

Does our society really view marriage as emasculating? Dodge apparently thinks so.

I went to the movies last night. I get really annoyed that the movie theater charges me for a ticket and then they proceed to pollute my mental environment with advertisements. Not only did I have to sit through fifteen minutes of ads prior to the twenty minutes of movie previews, I was also handed a print advertisement with my ticket purchase. If the advertisers are going to pay the theater, why should I have to pay them, as well? (This is how television works. Granted, we pay a fee for the television service like cable or satellite, but television shows themselves are paid for by the advertisers, not the viewers.)

One particular pre-preview-pre-movie commercial, apparently originally aired during the Superbowl, which I missed since I do not watch television, caught my attention.

This commercial shows various men’s serious-looking faces, while a narrator states the following:

I will get up and walk the dog at 6:30 am.
I will eat some fruit as part of my breakfast.
I will shave.
I will clean the sink after I shave.
I will be at work by 8 am.
I will sit through 2 hour meetings.
I will say yes when you want me to say yes.
I will be quiet when you don't want to hear me say no.
I will take your call.
I will listen to your opinion of my friends.
I will listen to your friend's opinion of my friends.
I will be civil to your mother.
I will put the seat down.
I will separate the recycling.
I will carry your lip balm.
I will watch your vampire TV shows with you.
I will take my socks off before getting into bed.
I will put my underwear in the basket.
And because I do this...I drive the car I want to drive. Charger.
Man’s last stand.
(The text on the screen at the end reads, “Man’s Last Stand.”)

The Dodge commercial’s implied message is that men silently put up with women’s endless lists of unpleasant demands, and thus must exert their manhood by putting their feet down with their wives in order to drive a masculine car (sure, whether a Dodge Charger is up for debate, but let‘s focus on one thing at a time).

In other words, the commercial implies that men are emasculated in a marriage. Examples of this emasculation are withholding their views (I will be quiet), carrying makeup (lip balm), and, heaven forbid, paying attention to their wives (I will take your call). Men can then regain their masculinity by number one, standing up to their wives (Man’s last stand), and number two, buying a supposedly masculine car.

Incidentally, I do find it a bit strange that many of these statements seem unpleasant, like sitting through meetings, faking nice to friends and in laws, and watching vampire shows (ugh, don’t get me started), and couched in the middle of all these distasteful activities is the statement, “I will take your call.” Since when is taking a call from one’s wife an objectionable activity? That seems sad to me, as I would like to believe that many spouses enjoy each other’s company.

Does our society really believe that marriage is so emasculating that men have to take a final stand against the women they marry? Is marriage so unpleasant that men hate doing things that make their wives’ lives a bit easier? Why get married if women are really so pesky and demanding? Why get married if you will feel like less of a man for contributing to the income and affairs of a household? Is buying a car really going to make anyone any happier or more manly?

I Think

A friend of mine, who is probably on the verge of getting an alias on my blog, sent me an email. “Penny for your thoughts,” he wrote.

I think that the following questions are music to an INTJs ears: “What do you think?” “What’s your opinion?” “What is your input?”

I think that pharmaceutical companies are scary. I refer to them as Big Pharma. Drug sales are fueled by marketing, not efficacy or safety. In other words, the best-selling drug in our country is the one on which Big Pharma spent the most money advertising. It has nothing to do with how good or safe the drug is, or what its side effects are.

I think advertising pollutes our mental environment, Big Pharma being a prime example. In general, advertising (think of print ads in magazines or commercials on the “electronic bookshelf” you have your furniture pointed at) promotes dissatisfaction.

I think that some bands are good even though they are popular and mainstream. But sometimes I am a snob and I don’t *want* to like them because they are popular and mainstream. I am the same way with books. I totally won’t read Twilight or Harry Potter.

I think that the Keurig they put into the office next to mine (for anyone to use) is going to take my caffeine addiction to the next level.

I think a lot about how to constantly change up my workouts (to keep them interesting and to enable myself to make progress and not plateau). A person cannot really get stronger and get leaner at the same time. I mean, it depends on the person’s existing body composition, but especially for people who already have little body fat, it is difficult because it’s like trying to gain weight and lose weight at the same time. Yet, I can never quite decide which I want.

I suppose if I had to choose, I prefer to get stronger. To me, it is easier and more fun. When I lose weight (which I am not at all trying to do), I feel weak, and I don’t like it. Conversely, when I am able to lift more weight, I feel so strong and empowered. Incidentally, over the past two years since I learned to work out properly, I have gained a lot of muscle, but I have not gained any weight. Every woman on the planet struggles with body image (thanks in part to advertising and the promotion of an unrealistic ideal), but I have never felt as secure in my body image as when I started to weight train properly and get strong.

Many women, I think, underestimate their strength. I see women who military press 10 pound dumbbells. “Your shoulders are stronger than that!,” I think. Sometimes I want to go up to them and encourage them, but I never do. That is how I became stronger and felt better about myself, though. I had people who handed me more weight than I thought I could lift, they encouraged me, and I was able to lift it.

I think teenagers are very fascinating. They are in a stage of life where they are searching for identity. They are no longer as authentic as young children are, yet often, teens are still more authentic than many adults. Teenagers have an intriguing balance of idealism and cynicism. They expect and thirst for a lot out of other people and out of life, yet they mistrust people, especially adults (many times rightfully so).

Teens experience all the same insecurities and struggles that adults face, yet they do not have the experience to understand how time changes things. I think that most adults marginalize and discount teenagers, yet often the teens are right (e.g. “I shouldn’t have to do this homework, which is really just busy work, because it is a waste of time that I could be using more productively, and I’m never going to use this crap in real life.” Yes, that actually is true.).