I can go months without being bothered by ads on TV, and then suddenly they come out of the woodwork all over the place. Take the following ad for Dixie paper plates, for example. Everything about this ad is wrong.
Oh. My. Word. Is Dixie for really reals? All but one woman used in this ad say something that offends my sensibilities as a woman. I am really at a loss to do anything but splutter incoherently.
Woman #1 – No woman I know is defined by the number of dishes she washes, and it’s insulting to imply this. FAIL.
Woman #2 – Wait, wait, wait a minute, did they really just have a female actor say “I’m trading in my apron…” and move on to more glamorous things such as painting one’s nails? FAIL.
Woman #3 – Okay, needing a paper plate as strong as she is and is strong enough to hold messy food? I can get behind that. But it’s still relying on the women-in-the-kitchen bullshit. Partial FAIL.
Woman #4 – Ah, the kid card. I’m sorry that taking fifteen minutes a day to load the dishwasher will drastically decrease the time you spend with your children. Women-as-nurturers for $200, Alex. FAIL.
Woman #5 – Repeat of #4, with the added bonus of being proud of using disposable dishware. Uhm. FAIL.
The cloying, ubersweetness of all these women might be what gets me the most. Dixie is relying heavily on the Happy Housewife trope, and it causes sharp pain behind my right eye every time I see this ad. It…it…flames. Flames on the side of my face…
I’m leaving out any in depth critique for two reasons – see note above about incoherency and I’m really interested in what you all think. I can’t be alone in thinking this is one of the most aggravating and problematic ads on TV right now, can I?