Since our arrival in Scotland, we’ve been introduced to a whole new suite of advertising, particularly through the miracle of digital TV. Three such ads, all of which are shown with hateful regularity, have been driving me absolutely nuts. They are:
Reason For Suckage: Shows a black woman sick in bed, her hair in a natural afro state. After taking the medicine, however – surprise! Her hair has been straightened and coiffed to denote that she is now both healthy and professional. Oh, and she also meets western standards of physical attractiveness, as denoted by her white, male neighbour blowing her a kiss from his bath. Verdict: Racefail.
Reason For Suckage: Dad comes downstairs for breakfast, where mum, already perfectly made up, is doing the ironing in the kitchen while the kids eat, because we have apparently been transported to the 1950s. Alas! Dad’s shirt is creased and he’s in a hurry, so mum offers to iron it – but because Kingsmill bread is so delicious, dad decides he’s got enough time to sit down to eat the toast his wife had made for herself. Both daughters giggle, and mum, smirking, takes her revenge by ironing a huge burn into the back of her husband’s white shirt, which he, oblivious, wears to work. Yes. Because passive-aggressive housewife rage at the selfishness of her breadwinner (HAH!) spouse is OH SO FUNNY. Verdict: erafail, and also feminismfail.
Reason For Suckage: Boyfriend and girlfriend are watching TV on the couch. Boyfriend laughs at the show; cut to girlfriend scowling. Boyfriend inspects his fingernails; girlfriend’s scowl deepens. Then, because enjoying the show and staring at his hands apparently constitute a hanging offence – or, you know, ANY KIND OF PROVOCATION AT ALL – girlfriend pulls a lever on the lounge that catapults the screaming boyfriend out the window and into the wild blue yonder. As girlfriend stretches out, smiling, across the whole length of the lounge, the female voice over chortles: “If only getting rid of all pains could be as fast as Feminax Express!” Who says that PMS turns women into irrational bitches? Answer: advertising! And what’s more, girls, we should all be able to laugh about our crazy together! Verdict: feminismfail.
GAH. I mean, SERIOUSLY. Who are the braindead ad execs who greenlight this bullshit, and where do I queue for the privilege of kicking them in the face?