Annoyed by a sexist ad

[Iheartcoffee]

I was listening to my local Catholic radio station recently and I heard an ad for an Army-Navy store. They have run ads for it for a while and they used to refer to it as a place for the “whole family”. The ad has recently been changed to very bluntly call out the fact that the Army-Navy store is the perfect place to find gifts for “sons and husbands”. I would like to think it was just poor advertising, but I got the impression from the ad that this was a very intentional re-write in order to be more “traditional” in regard to gender roles.

Now, we know that the church teaches that men and women are different, but it does not say that women are somehow unable to enjoy camping gear and the store’s knife collection. I feel that a quick look at many of the women in the Bible, as well as many of our female Saints would show that the Church takes pride in women that get out there and make things happen. Just think of the Proverbs 31 discussion of femininity. The woman described in Proverbs 31 would certainly be an expert in survival skills at the very least for the sake of her family. She is a woman prepared for what comes her way. She is a woman capable of transitioning seamlessly between running agricultural endeavors, business opportunities, and keeping people fed and clothed. I would like to think that if disaster hit, the Proverbs 31 woman is the type that would already have the necessary rations stored away and ready. I guess I was always raised to believe that EVERYONE needs to know survival skills and that it is a “being human” thing and not a a “man” thing to have camping gear, knives, guns, etc. because if you need to eat then you need to eat - it doesn’t matter who you are. In the event that a family would get stuck in a survival situation all capable members need to be prepared.

I really would like to think that it was an honest mistake, but the bluntness of the ad makes me doubt that. It’s really too bad, because it looks like a great store.

 

[Vico]

I used to think we in the USA would make great progress on this, but is seems to be very slow progress. We are seeing attitudes that foster stereotypes of social roles based on sex constantly in the media, when in reality, regardless of sex, there exist wide varieties of interest and ability. I am disappointed that it limits careers and salaries in some areas.

 

[Iheartcoffee]

I am disappointed as well. There is nothing wrong with having a wide variety of interests. Outdoor activities and survival skills are such good things for families. I consider myself pretty conservative, but I have come across some more extremely conservative Catholics that seem to shun the idea that men and women may have perfectly healthy interests in many of the same things. It’s depressing, because true femininity and true masculinity is the ability to be feminine and masculine in a variety of roles. True femininity can be a grace in strength and a steady, intuitive precision while hunting for food or defending one’s family. I have a friend from high school that is one of the most “girly” women I know, and she is an awesome mechanic! She worked as one for a while, but last time I spoke with her she had gone back to school because the work environment in her shop was not very good. She was constantly having to prove herself because people weren’t taking her seriously. She didn’t check her femininity at the door, so she wasn’t perceived as being as capable. She can fix your car as well as anyone and she does it with the bright pink rolling tool-chest her dad gave her.
It goes the other way, too. My husband is 100 times better at domestic chores like cooking and cleaning. For quite a while I was the one working while he stayed home and took care of things around the house and the errands we needed handled. I burn toast, but he can throw together an awesome dinner. We don’t have kids yet, but if we can afford for a parent to stay home when we do I would be just as comfortable with him being a stay-at-home dad as I would me being a stay-at-home mom.

 

[Tietjen]

I used to think we in the USA would make great progress on this, but is seems to be very slow progress. We are seeing attitudes that foster stereotypes of social roles based on sex constantly in the media, when in reality, regardless of sex, there exist wide varieties of interest and ability. I am disappointed that it limits careers and salaries in some areas.

Let me say right off the bat that I am not sexist as it relates to social roles between the genders. This can be verified by simply going back and reading my posts on this topic. However, while reading your post it appears that you are confusing"necessities" with actual interests. The ad was promoting possible gift ideas and without hearing it myself I can’t imagine that it was suggesting that women wouldn’t be good at camping, etc. I see commericals all the time advertising clothing and 90% of them are aimed at women (as though men wouldn’t be interested in clothing) but I don’t get offended.

With that said, if I were considering a gift to bring home for my wife (before we divorced) I wouldn’t have considered shoping for hunting knives but hey… maybe that’s why we’re divorced.

 

[Crescentinus]

It’s not an issue of sexism but of interests. Let’s face it, most women are not into camping. The OP is into camping, but most aren’t.

 

[JerryZ]

I was listening to my local Catholic radio station recently and I heard an ad for an Army-Navy store. They have run ads for it for a while and they used to refer to it as a place for the “whole family”. The ad has recently been changed to very bluntly call out the fact that the Army-Navy store is the perfect place to find gifts for “sons and husbands”. I would like to think it was just poor advertising, but I got the impression from the ad that this was a very intentional re-write in order to be more “traditional” in regard to gender roles.

Now, we know that the church teaches that men and women are different, but it does not say that women are somehow unable to enjoy camping gear and the store’s knife collection. I feel that a quick look at many of the women in the Bible, as well as many of our female Saints would show that the Church takes pride in women that get out there and make things happen. Just think of the Proverbs 31 discussion of femininity. The woman described in Proverbs 31 would certainly be an expert in survival skills at the very least for the sake of her family. She is a woman prepared for what comes her way. She is a woman capable of transitioning seamlessly between running agricultural endeavors, business opportunities, and keeping people fed and clothed. I would like to think that if disaster hit, the Proverbs 31 woman is the type that would already have the necessary rations stored away and ready. I guess I was always raised to believe that EVERYONE needs to know survival skills and that it is a “being human” thing and not a a “man” thing to have camping gear, knives, guns, etc. because if you need to eat then you need to eat - it doesn’t matter who you are. In the event that a family would get stuck in a survival situation all capable members need to be prepared.

I really would like to think that it was an honest mistake, but the bluntness of the ad makes me doubt that. It’s really too bad, because it looks like a great store.

Not to mention clothes and shoes!

 

[cmscms]

I do understand the frustrarion of being a woman and people thinking you are less than because of it. However… There is also something know as being petty. If the store did its market research and most people who buy camping gear are men and that is what they are trying to sell…from a business perspective the ad was a good idea. They are just promoting a particular product.

It is like the tickle me Elmo ads are geared at kids because I am probably the only adult who wants one . I do not get offended about that, I accept that I just have very different tastes than most people.

Not to mention, I am all for equality. However, if there was an ad geared at women for camping gear, if I saw it, I would feel less than. I would feel like I am not a good woman because I can not camp and hike like a man. Sometimes trying to be totally equal makes me feel woman are less than because we can’t keep up. There are times I like it when there is respect for my limitations as a woman, such as men lifting heavy boxes

CM

 

[Delaine75]

I’m just not seeing the problem here…it doesn’t sound sexist to me.

 

[garn9173]

I’m just not seeing the problem here…it doesn’t sound sexist to me.

Same here. No offense, but the OP needs some thicker skin.

 

[LucyLight]

It’s not an issue of sexism but of interests. Let’s face it, most women are not into camping. The OP is into camping, but most aren’t.

I’m not really into going shopping for camping gear but I love camping. Where I live camping is one if those things that women are really into just as much as men.
This could be a cultural and regional difference though. Its been my experience that men are more into buying the gear. I think its just harmless marketing on the part of the store.

 

[chevalier]

I was listening to my local Catholic radio station recently and I heard an ad for an Army-Navy store. They have run ads for it for a while and they used to refer to it as a place for the “whole family”. The ad has recently been changed to very bluntly call out the fact that the Army-Navy store is the perfect place to find gifts for “sons and husbands”. I would like to think it was just poor advertising, but I got the impression from the ad that this was a very intentional re-write in order to be more “traditional” in regard to gender roles.

Now, we know that the church teaches that men and women are different, but it does not say that women are somehow unable to enjoy camping gear and the store’s knife collection. I feel that a quick look at many of the women in the Bible, as well as many of our female Saints would show that the Church takes pride in women that get out there and make things happen. Just think of the Proverbs 31 discussion of femininity. The woman described in Proverbs 31 would certainly be an expert in survival skills at the very least for the sake of her family. She is a woman prepared for what comes her way. She is a woman capable of transitioning seamlessly between running agricultural endeavors, business opportunities, and keeping people fed and clothed. I would like to think that if disaster hit, the Proverbs 31 woman is the type that would already have the necessary rations stored away and ready. I guess I was always raised to believe that EVERYONE needs to know survival skills and that it is a “being human” thing and not a a “man” thing to have camping gear, knives, guns, etc. because if you need to eat then you need to eat - it doesn’t matter who you are. In the event that a family would get stuck in a survival situation all capable members need to be prepared.

I really would like to think that it was an honest mistake, but the bluntness of the ad makes me doubt that. It’s really too bad, because it looks like a great store.

Hey, Iheartcoffee. I heart coffee too, you know. Thinking of which, I gotta make another. It must’ve been a whole fifteen minutes or so since I last had one! Anyway, I think you might be a tad too sensitive (and since you’re a strong woman as shows from your concerns, I believe I can use this type of more direct phrasing).

I’m pretty sure the shop wouldn’t mind a woman being interested in her own right in its knife collection. But an ad tends to address typical audience. You can’t really advertise and cover all the angles at the same time because you’d need to contain a whole list of disclaimers in it, whereas an advertisement is meant to be succint and up to the point, the shorter the better, as brevity is the essence of wit (which is I’m often perceived as lacking in the latter ). Logically, we don’t negate exceptions if we call upon a general rule, even without qualifying.

I also think I would look at, ‘sons and husbands,’ as an opposition to, ‘live-in boyfriends and special friends,’ and that would mean progress in the good direction. Even regardless of the moral angle hear, ‘fathers and sons,’ addresses a different type of men than, ‘happy singles,’ for example (let alone metro-anything). When you speak about, ‘mothers and wives,’ you don’t normally think about knives and survival gear. Okay, shotguns maybe, in certain areas, I can see it. But generally not survival gear. The same goes for e.g. lawyers, accountants, art critics, regardless of their sex and regardless if they aren’t actually extreme outdoorsy types off the job.

You can take some acceptance for granted. There doesn’t need to be outspoken affirmation and certainly not on every step. That would be rather caricatural and would eat a lot of time and space in our communication (just see corporate websites, policies, sometimes contracts, how much language is added due to ‘diversity’ issues and all sorts of affirmation which is expected due to political correctness).

Finally, I think it may’ve been a misappeal to traditional women. They saw a bracket in the market that consists of ladies who believe themselves to be traditional. They decided to try and win that bracket. They tried to find something appealing to it. They possibly succeeded, though they may have alienated a couple of people. This happens all the time in politics and sometimes in business. You wouldn’t believe how tiring and exhausting it can be when you need to weigh every word from this point of view.

I do understand the frustrarion of being a woman and people thinking you are less than because of it. However… There is also something know as being petty.

I once knew a girl who was pretty like there’s no tomorrow (she was a Polish-Greek mix). Guess what. She could drive a military truck and shoot a machine gun. I always had a nagging feeling she could kill me with her bare hands if she really wanted to. Not like it stopped me any from being a cocky young ambulance chaser like always and teasing her about it but still.

 

[Agape_Thom]

I get annoyed by people who get annoyed by silly things.

 

[Crescentinus]

I’m not really into going shopping for camping gear but I love camping. Where I live camping is one if those things that women are really into just as much as men.
This could be a cultural and regional difference though. Its been my experience that men are more into buying the gear. I think its just harmless marketing on the part of the store.

I think that you are correct about that. It does vary by region and culture.
I’ll give an example, although this is not camping-related:
Here in Manila, most women are not into video games which are not FaceBook apps.

 

[austenbosten]

Just because they are playing to gender-roles doesn’t make them sexist. Good Lord. Do you hear me complaining about Bath and Bodyworks not advertising “perfect gift for him and his son?”

Nope…why? Cause I’m a guy…I have a role, and while I do love the scented soaps and stuff. I wouldn’t heed much if they were advertising to me, cause I don’t frequent those stores.

 

[Luna_Lovecraft]

I was listening to my local Catholic radio station recently and I heard an ad for an Army-Navy store. They have run ads for it for a while and they used to refer to it as a place for the “whole family”. The ad has recently been changed to very bluntly call out the fact that the Army-Navy store is the perfect place to find gifts for “sons and husbands”. I would like to think it was just poor advertising, but I got the impression from the ad that this was a very intentional re-write in order to be more “traditional” in regard to gender roles.

Now, we know that the church teaches that men and women are different, but it does not say that women are somehow unable to enjoy camping gear and the store’s knife collection. I feel that a quick look at many of the women in the Bible, as well as many of our female Saints would show that the Church takes pride in women that get out there and make things happen. Just think of the Proverbs 31 discussion of femininity. The woman described in Proverbs 31 would certainly be an expert in survival skills at the very least for the sake of her family. She is a woman prepared for what comes her way. She is a woman capable of transitioning seamlessly between running agricultural endeavors, business opportunities, and keeping people fed and clothed. I would like to think that if disaster hit, the Proverbs 31 woman is the type that would already have the necessary rations stored away and ready. I guess I was always raised to believe that EVERYONE needs to know survival skills and that it is a “being human” thing and not a a “man” thing to have camping gear, knives, guns, etc. because if you need to eat then you need to eat - it doesn’t matter who you are. In the event that a family would get stuck in a survival situation all capable members need to be prepared.

I really would like to think that it was an honest mistake, but the bluntness of the ad makes me doubt that. It’s really too bad, because it looks like a great store.

Well said. Put this post in a letter to the store. They need to be called out on their gender stereotyping.

 

[garn9173]

Just because they are playing to gender-roles doesn’t make them sexist. Good Lord. Do you hear me complaining about Bath and Bodyworks not advertising “perfect gift for him and his son?”

Nope…why? Cause I’m a guy…I have a role, and while I do love the scented soaps and stuff. I wouldn’t heed much if they were advertising to me, cause I don’t frequent those stores.

I’m with you, but dude, the bolded is worthy of having your man card revoked

 

[GEddie]

I’m with those who don’t smell any sexism here.

Traditional masculinity is not sexist unless it puts females down.

In some ways, an appeal to traditional manliness is a reaction to the excesses of feminism.

But, hey, if you feel offended, complain. That is one of your rights as a consumer.

ICXC NIKA

 

[BlueEyedLady]

It’s not an issue of sexism but of interests. Let’s face it, most women are not into camping. The OP is into camping, but most aren’t.

Tell that to my FH. We went camping and I taught him to fish, build a tent, and build a fire. I even cooked him one of the best steaks we’ve ever had with some killer sides all over the fire. Or to my best friend who’s bachelorette party is a 4 day girls camping trip. (Ok, as the MoH I had a hand in that, but she loved the idea.)

I’ve always seen camping as about as gender neutral as it gets.

 

[Crescentinus]

Tell that to my FH. We went camping and I taught him to fish, build a tent, and build a fire. I even cooked him one of the best steaks we’ve ever had with some killer sides all over the fire. Or to my best friend who’s bachelorette party is a 4 day girls camping trip. (Ok, as the MoH I had a hand in that, but she loved the idea.)

I’ve always seen camping as about as gender neutral as it gets.

Yes, there are women who love camping. But, there are also women who do not like camping. Both sides have their reasons for liking or disliking it. Check my other posts in this thread.

 

[austenbosten]

I’m with you, but dude, the bolded is worthy of having your man card revoked

Oh cmon, they smell nice…what should I shower with, horse manure? for that “manly” smell…yeah speaking of man-card this man would rather be smelling good and having his lady hang around him, instead of having her leave me, and me dying alone, involuntary celibate with my precious man-card

Besides it’s not like I shower with “Sugarplum fairy blossom”. But I do like the “Elixir Black” has a masculine but not strong smell.