There is a book called The Decline of Men which, among other things, discusses how advertisers had discovered in the 19th century that women did most of the spending. This led to a massive shift in who advertisers marketed to and you can readily see it in the featured commercial.
We set the scene with a married couple passing by a tethered-off car display. The man gives a brief, longing look at the automobile and his wife, following his gaze, lifts her eyebrows as if she’s finally giving in to a small child and gives “we” the permission to look for an SUV. Husband grins at her like a boy who just got told he can have sprinkles on his ice-cream cone. This is just the first five seconds…sick yet?
What follows is a chase scene. Two chase scenes really. The woman starts with her husband but soon outpaces him as he becomes distracted by effeminate advertising (it exists even in the commercial), food (men can’t control their carnal natures of course), and finally the clumsiness of the woman as she rushes to outpace him (he manages to save the mannequin, but cannot manage to fully rectify the blunder and has to tear off after her).
There is a little saving grace in that she waits for him before finally crossing the “Start Line”. Let’s not kid ourselves, though. She is the one holding the purse and it is her hand on the keyboard typing (he’s being a good boy and looking over her shoulder).
I don’t have an antenna or cable, but even as disconnected as I am I know that commercials today are extremely rare if they follow a vein of thought where a man made his own decision and was not one-uped by a female who happened to be in the vicinity. You probably have never seen one before, so I procured one for your education and enjoyment. Notice the women’s responses are par for [How dare you spend your money on yourself!] one even exclaiming, “You are selfish!” and the random acts of destroying (presumably the man’s) property and kicking him out of the (presumably his own) house.
Bask in its glory and assert for yourself that you will be the man for yourself. Don’t get tied down to a westernized woman who’s been fed by the culture in the first commercial, and they won’t act like the women in the second commercial.
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