Thursday, August 4, 2005

WHERE is your mother?

JCPenney might be running some of the most "offensive" TV commercials (at least to a dad) in recent memory.

Scene: Outside the house a man is doing lawn work. Clearly he is confused by the missing sprinkler that he had placed on the lawn. Looking towards the house he sees the hose connected to the spigot. He follows the hose, which is leaking and taped up in one spot  (perhaps a sign of his inability to do home repairs?), visually, into the front door. He then looks up and sees the great picture window being splattered with water.  Cut to inside where the kids and the family dog are playing in the water. The father walks in, hose in hand, and gives an exasperated look. He then folds over the hose, looks at the kids, and says "WHERE is your Mother?"  Cut to a parking lot with mom holding JCPenney bags. The voice over says something about how mom is busy shopping. (I will edit this later with more details if I see it again.)

I would think that the general public would clearly understand why this commercial is offensive. However, since this commercial (and others with the same theme from the same company) have continued to play on TV for months, it seems no one is getting it. At least no one with the power to stop them.

In some ways it seems like the "White Male" is the last safe place to aim your off-color jokes.

I know, it sounds like I am whining that the fathers are somehow a class that deserves protection. The fact is, I don't think we are. I can take it. I think we can all take it. The actual point here is the unfairness of saying it's OK to target white males, fathers in particular, but some other class of people requires protection.

I am offended because I am expected to laugh at a man who is unable to take care of his own children but I am ridiculed if I laugh at a joke about Arabs or Blacks or Women. Boycotts are set up and people are fired because a radio station makes a parody song about Asians.

It is time for parity.. it is time for everyone to learn to take a joke. 

3 comments:

Anonymous said...

I really think you've completely missed the point. The joke isn't on "white men". It's not about any particular color or class of people.

JCPenney's is merely lightheartedly emphasizing a fact that is generally true. The mother is the predominant caretaker in the home. That's not to say that there aren't some men (white, black, red or polkadot) out there that can do an exceptional job caring for their kids, pets, wives, etc. It's just not the societal norm.

If you think an ad campaign that shows (jokingly) men being at a loss when they are left to care for the kids is similar to the stereotypical racist jokes that exist about women, minorites and anyone else who isn't a "white male", your issues extend far deeper than your contempt for the commercial.

Anonymous said...

The joke is about men unable to take care of their children.  That they are so incompetent to not realise their children have taken the garden hose into the home and soaked it.

White men are the safe target- there's no group up in arms boycotting.

Imagine if you will-

<Fade in>
Woman changing oil on car- seems to be going OK.
<Cut To>
Man in Hardware Store playing with tools.
<Cut To>
Woman still changing oil- but this time the car is smoking and they are covered in oil.
Wmn: "Where is my Husband?"
VO: At the one day super tool sale.  All tools are on sale now!

Now imagine how women would react...

The point is- not only does the comercial insult men, saying they can't take care of kids, it also insults women. Women, You need to be home taking care of your kids. And, if you take time out of your day to shop, which is all you can do other than take care of kids, the house is going to be destroyed.

This kind of thing might be fine in a comedy club, but it doesn't belong in a marketing campaign.

And you missed the point- Which is men can take a joke.. it's time for EVERYONE to learn to take a joke.

Anonymous said...

I also agree with u about the T.V. adds and how they portray Fathers.
 Ford Motor Company did one a Divorce dad ( he not having Custody). I E- Mail Ford and expressed my feelings about that ad and now i donot see it running.
  Even in the movies men are made to look like fools. Dad's are not sure about how to raise their children there for need to call upon the aide of Mother.
 We can't hold onto employment, can't cook, or sew. And are not sure how to speak to our children about life's important subjects Drugs, sex, dating and whathave u.
 Dad's or men in general are made to look like all that is important to us is sex, beer, sports, and sleep. Which is FAR from the truth.
 Dad's are not the beast that "N.O.W. and the Femalist movement has made us out to be.
 Just becareful on who's studies you read and know also that each has their own adjenda for $$$$.
 DAD's really care and Love their Children too. We can take care of our home and Children.