Posted on 06. Oct, 2004 by Brian Reid in General
Dear Advertising Companies: We men do a lot of the cooking nowadays and would like to be pitched commercials for products other than prewrapped hotdogs. We would like to be featured in gauzy ads, cooking in a spotless kitchen, surrounded by perfectly polite children (just as women are presented).
But don’t take my word for it. Some New Zealand marketing guru penned this piece on how men are the primary grocery shoppers in more than a quarter of New Zealand homes (up from 16 percent in 1997). The piece, aimed at advertising execs, goes on to consider how and why more ads should be aimed at guys.
This is an invitation, of course, to a number of new stereotypes and unfortunate commercials. But better that, probably, than the marketers ignoring us. As I’ve argued before, ads can be an window to real social standards. Getting a few more commercials featuring dad at work in the kitchen would go a long way in convincing folks that the kitchen (like the boardroom) isn’t a gender-specific area.
Alex
06. Oct, 2004
That’s awesome! I read the article and can only hope to see a change in american tv and culture next. Hopefully it won’t be the whole Mr Mom spin though when it does happen. I’ve never been one to be intimidated by something new and learning to cook has become a high priority as my little clan cringe at the mention of fast food these days. Daddy needs to learn more recipes besides hamburger helper and spaggitti. Hey, thanks for the great website. Maybe you could add my blog to your blog links?
dayv
07. Oct, 2004
Being the 80% majority grocery shopper and cook in the house, I would love to see something marketed at me. I’ve actually started avoiding some of the major name brands who soley market to moms, or who bash kitchen/stay at home dads (see RD’s earlier contest about adds that insult stay at home dads and Stoufers microwave pizza)
Beau
07. Oct, 2004
I have horrific visions of ads designed by the same folks who do beer commercials. Men cooking in their boxers for Kraft macaroni and cheese, perhaps?
Dan Jacobson
09. Oct, 2004
I don’t understand where the assumption that men can’t cook comes from, given that Professional Chef isn’t exactly a career dominated by women. I was thinking about this last night as I was eating the shrimp with Thai peanut sauce that I had just made.