Have you heard about the controversy surrounding the new Dockers ad campaign? Apparently, the company is trying to put the man back in manly with its campaign that tauts Dockers’ new line of khakis for men as soft – a term that will make a man feel more manly.
Now, this wouldn’t be so bad if not for the tagline, which some claim is overtly sexist: Wear The Pants.
“Just because the Docker ads are tongue in cheek does not mean they’re not sexist. It’s one thing to encourage men to man up, another to tell them to “wear the pants” — an expression that taps directly into the old question: “Who wears the pants in this family?” There are only two possible answers: the man of the house, or the woman who has been stealing his thunder. ‘Wear the pants’ is a call to arms, even when used jokingly, that says the only way to be a man is to put women in their place,” says one writer.
It’s a nice play on words (and you all know there’s nothing I love more in this world than a good round of funny word play), but in this case? Well, it just gets my shorts in a bunch – word play intended. I can’t help but feel this is a step backward, not forward, on the bridge-the-gender-gap trail.
So, friends, what do you think?
[Photo via Walletpop]
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Couture Carrie says
Love the play on words; I think this campaign will be successful!
xoxox,
CC
Faux Trixie says
I actually don't see a HUGE problem with it. I think the gist of it is that men aren't MEN anymore. Frankly, I agree. Chivalry is DEAD. There's nothing wrong with encouraging gentlemanly values.
I'm all for feminism, but I like a nice old-fashioned guy who will open a door for me too.
Katherine says
I LOVE this campaign!
BTW Trixie, I can't read your blog? I need the snark!!!
Steven says
Well, like it or not, I think Dockers has a huge hit with this campaign. It has the same directness as Nike's "Just Do It." I think it's going to be around awhile, and the controversy around it will just fan the flames. Good for them.
Apryl says
Its like the line on "My Big Fat Greek Wedding"…
"The man is the Head of the household, but the woman, she is the neck. And the neck tells the head which way to go"
Amy says
Ugh, really? If this is the most women have to worry about when it comes to gender equality, then I think we should be pretty pleased. Give me a break.
I think the most interesting thing about the ad is that they are trying to suggest that Dockers should be viewed as overtly masculine. Ha ha, nice try!
♥lucy says
As a strong believer in gender equality myself, I think there's a difference between women being seen as equal and men being, well, men. Equality means mutual respect, and I think a lot of the feminist movement (by no fault of the feminists, per se) has actually emasculated men, rather than empowered women. I think Dockers has honed in on the emasculation of men, which has, in my opinion, stripped them of their dignity and sense of social responsibility.
Lynnae says
I think a real man makes a real woman feel more feminine and womanly. I personally like the campaign. I think the problem is that extreme parts of the feminist movement has tried to reduce men in to one of two stereotypes. Either a docile emasculated wimp or a macho brute. In truth there's a huge middle ground of strong old fashioned men who will defend those they love, open doors for you, and still play mud football on Thanksgiving or park themselves in front of old war shows on a Sunday afternoon.
Melissa Blake says
Great point, Lynnae! I love the middle ground man description!
Anonymous says
hmmm.. some free dating sites make money with adsense etc..
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