"To the moon, Alice!"
Advertising has never been feminist by any means, and it seems to be one of the last few remaining areas in which misogyny is perfectly acceptable. Take the Axe commercials: each one features a man who becomes an instant "chick magnet" by using the body wash, hair product, or whatever else they've started producing. The women are presented as being completely unable to control themselves or stop themselves from crawling all over the man. (That's all we need, more men who believe they're a gift to women.) The point is it's the year 2011, people. Are we really so pathetically uninteresting that we are still using these antiquated tropes? And are we really so pathetic that we like them or they work?
I went to Klondike's web site to complain and got back an initial form letter stating the following:
Unilever Ice Cream markets its various brands in ways that are meant to entertain and engage our . The Klondike advertising appearing on AOL and other internet sites was developed to generate interest among our core users, adults 45+, for a “ For A ?” contest recently launched by the brand. It was only intended to be humorous.
Pardon me, but truthful and tasteful? So every man in the U.S. needs to be bribed with ice cream in order to listen to his wife for a few seconds? I call shenanigans. Then they follow that with the old "we didn't want to offend." My standard reply to that is, well, then you shouldn't have said it.