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This Christmas, You Can Buy Her Affection

Diamond and car ads proclaim, "All women are whores, just set the price."
 
 
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I've been happy this year to read a couple of blog posts written by men just slamming the ever-living shit out of the popular holiday commercial message, "All women are whores, just set the price." Otherwise known as ads pushing luxury goods like diamonds and cars with a fairly unmistakeable message.

These ads go far beyond just saying, "Hey, it's fun to spoil someone you love on occasion," and straight into making rather fucked up insinuations about how marriage and heterosexual relationships are transactional--her love and sex for your baubles. That women give love because they love and have sex because they desire doesn't enter the equation. There was one ad awhile back that was pretty close to explicit on this--a guy runs through the streets declaring he loves a woman. She's angry with him for his romantic and inexpensive gesture. He presents a diamond. Now she likes him again. Women's affections are a commodity, says the ad, not a normal human expression.

But I've seen a series of blog posts that take on these ads not just because they insult women, but because they insult men as well, another important point that needs to be made. Jamie at Masculinity and Its Discontents:

For some reason this one really gets to me. Scene: woman kicking back on the couch, watching the tube, as her young-architect/artist skinny, t-shirted, sandy-haired studmuffin puts the finishing touches on her pedicure, blowing gently on her toes.

He: How's it look, sweetie?

She: It looks great!

He: I dunno, I think maybe they could use one more coat.

Cut to smarmy announcer: because you're not that guy, go buy jewelry at Bob's.

You're not that guy, you're not caring, you're not patient, you're not creative, you're not gentle, y ou're not even good looking (to your woman). It makes me want to scream BE THAT GUY, MEN, once in a while, just be that guy. Stop buying the most overpriced, overvalued, falsely inflated, harvested-by-near-slave-labor stones in the history of humankind and DO something for your woman, talk to your woman, listen to your woman, pamper your woman as you'd like her to pamper her man. Don't buy her, do the damn labor! (and then maybe buy her something nice afterwards, sure. And ladies, it's your turn, buy your man some bling, show him you own him! Yes, I have a double standard, yes yes yes I do! I wanna be owned!)

Then MarkH blogs about this deeply fucked up diamond ad.

Amanda Marcotte co-writes the popular blog Pandagon.

 
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