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Celebrating International Women's Day with a Little Old Fashioned Male Chauvinism

Yesterday, as we rang in another International Women's Day, one of our staff members stumbled upon (or, ran into head-on) this ad on the front of the Metro daily newspaper. If anyone needs a reminder of why we still celebrate the fight for gender equality the ad is a good place to start.

 

 The Docker's khaki pants ad (yes, khakis of all things) attempts to evoke some sort of nostalgic reminiscing of those 'lost days' when patriarchy ruled supreme –“men took charge because that's what they did". According to Dockers, the threat to their glorious rule is not women (though now women are stuck with the chief challenge of opening their own doors), but rather androgyny, non-fat lattes and salad. Who knew a healthy diet had such influence?! 

 

The problem, as they see it, with this "genderless society" (a feat I myself thought we were an awfully long way from accomplishing), is that "the world sits idly by as cities crumble". Why is it that I don't think the advertisers are referencing Port-au-Prince or Concepcion? Yet, what seems like propaganda intended to make young men join the army is instead a call to khakis. Soft, light pants that stain if you get them dirty. This makes me smile and recall ... the rising of the woman is the rising of us all!

Happy (belated) International Women's Day!
(First image - Cover page of newspaper taken out as ad space. Second image - Inside front cover full-page ad and original front cover. Third image - text from "man shaped" ad)

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