Klondike Pushes the 'Lazy Husband' Myth in TV Ad
June 27th, 2007 by Glenn Sacks, MA for Fathers & Families
I've debunked the "lazy husband" myth numerous times--for one example, see my co-authored column Are American Husbands Slackers? (Tallahassee Democrat, 3/22/06). Klondike pushes the lazy husband myth in its "What Would You Doooooo for a Klondike Bar?" TV ad series.
In this commercial, the man--gasp--actually puts a dirty glass in the dishwasher, and then enjoys a Klondike Bar. His wife stares in disbelief as he actually cleans up after himself. To watch the video, click here. To learn more about anti-male advertising, click here.
Thanks to reader Jim Evans for the tip.
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June 27th, 2007 at 4:53 pm
Go to the following site:
http://www.msnbc.msn.com/id/17937813/
Also, at the end of the article you can opine.
June 28th, 2007 at 3:58 am
I do the housework here. What I find so very offensive is women and some men would riot in the streets if I ever suggested my wife is lazy! Why then is it so very popular to say men are lazy?
June 28th, 2007 at 6:21 am
jw;
The reason it is popular to say men are lazy is because advertisers know we are the one group that won't complain. It is the 'path of least resistance". As a general rule men will see this ad and many others like it and just laugh it off. Whereas, putting a woman in an ad like this could open up the advertiser to the ire of feminists and women's groups who would demand an apology and call for boycotts of the product...etc. Male-bashing ads usually play on stereotypes and men are the last, and only, group left that's PC to bash. Men, as a rule, can take a joke and laugh at themselves and not be bothered by it. When men do complain about male bashing in the media the first response by the apologists is usually, "lighten up, it's just a joke". Anyway, most ads are geared toward women, as they control most of the family finances and do most of the consumer buying in this country. Advertisers are not going to risk pissing off that group by portraying them in a negative light. Women love to bitch about men, as we all know, it is one of their favorite pastimes. Advertisers know this and use this to create what they believe are cute clever ads. Hence, the plethora of male-bashing ads seen daily on American television.
June 28th, 2007 at 8:49 am
I would agree with SouthernDad. I think that we men/dads have a much better sense of humor about themselves than women do. I did love the old A&W ad a few years ago where the guy makes mistakes (like lip stick on the collar) and instead of coming up with a lame excuse, tells her the whole real story !
June 29th, 2007 at 4:45 am
SouthernDad says: "Women love to bitch about men, as we all know, it is one of their favorite pastimes. Advertisers know this and use this to create what they believe are cute clever ads. Hence, the plethora of male-bashing ads seen daily on American television."
That does indeed appear to be the truth. I wonder how close the appearance is to reality? Is being sexist one of women's favorite pastimes? I do not know the answers.
July 1st, 2007 at 9:42 pm
There have been plenty of studies done. How quickly the male-bashers forget when it suits their purpose to forget.
The main reason husbands don't help with housework is because of the INSTANT CRITICISM they receive. You aren't doing it right! That's not the way to do it. You are using the wrong broom. That is not the hand you are supposed to hold it with. I put the glasses in this part of the dishwasher. I do/don't pre-rinse in the sink.
In fact, for most chores there are a number of ways to do it.
There was a news documentary a few years ago on this very topic. When women learned to LET MEN MAKE MISTAKES (the same mistakes women made when they first learned how to clean or do household chores) men not only did a lot more chores. They also quickly learned how to do things correctly where it matters.
June 24th, 2008 at 5:44 pm
I found this link after googling "klondike bar sexism" because I was horrified by the portrayal of men in that ad. However, when I come here, to read the comments of seemingly like-minded people, I find women bashing. That's not fair guys! I'm a feminist and I do not think it is at all right to imply (say outright?) that men are lazy, dirty, sloppy, women-crazy, inconsiderate jerks. I love men, and know a lot of great ones! I also hate the "fat, lazy, dumb husband with uptight skinny wife" that is perpetuated by sitcoms. Give women a break, and get angry at the ad agencies where that vitriol is well deserved!
November 14th, 2009 at 9:56 pm
Beth, I wholeheartedly agree.
I also found the absurd "Mancave" links on Klondike's website which caused me to google "Klondike sexism." Unfortunately, I seemed to have traveled from a male-bashing website to a female-bashing website. The truth is that these ads just perpetuate myths and stereotypes about BOTH sexes. Apparently, though, the internet has no place for moderates...
Goes to show that, without fail, ad agencies always find new and improved ways to exploit and deepen the rifts among people.