I accept the fact that many men either single or part of a family do laundry. However, what I find rather ridiculous are the numerous TV commercials showing ecstatic men smelling and rubbing their newly washed clothes. I appreciate the fact that there is an attempt by advertisers to show men participating in chores that have been considered women’s work. Unfortunately, when it comes to men and laundry their joy in their newly washed items misses the mark. Just because men are increasingly involved in family life doesn’t mean that they must enjoy every menial task that they are undertaking. Imagine a man dancing around his infant’s crib with a soiled diaper in his hand singing praises and celebrating the diapering experience.
Just to be clear I am not suggesting that women find their household chores any more enjoyable than men. In fact, it is a sexist stereotype that childcare and maintaining a household are implicitly feminine activities. Modern masculinity rightfully stresses the importance of both males and females sharing chores without labeling a chore as either masculine or feminine. But as I have often blogged, gender equality does not mean gender neutrality. Real men do laundry, change diapers and share household and family chores. It does not mean that a modern father, husband and partner must jump for joy when he cleans a toilet or takes laundry out of the dryer. I would suggest that if a company wants to advertise men doing chores like laundry to be realistic. In the ad they should stress efficiency and pride in doing a chore that is helpful or protective of the family. Those are traits that would appeal to a modern real man without making him a comical laundry sniffer.
One response to “Laundry Men”
Good point Rich. You are a talented & articulate writer. I wish I paid more attention when I was in school in English and composition classes.
I think still the target market for these products are just still focusing on women.
The emotional fantasy that if they buy this product their spouse would then, more likely pitch in with chores, let alone dance with joy. Most likely the women make choices as to the product that is used for the household chores.
I yield to my wife for those items, and maybe most men with families do as well.
If they are trying to market to men I agree with you they missed the mark. On the practical side of men the emotional acceptance of a job well done with a smile. Maybe the spouse patting him on the back with a smile for such a good job!
Then they can jump right in and start selling jewlery, ha ha. If you want to see an appeal to men look at wedding ring commercials around February 14th!