OXO Cubes Advert - Everyday sexism

[ImGoingForATwix]

There's an OXO advert on at the moment with Jenni Falconer and a mum cooking soup using oxo cubes. The slogan at the end is something along the lines of "mums choose oxo".

What about dads? Or families where woman aren't the household skivvy/cook?

This everyday sexism really gets on my nerves so i've complained to the ASA. (Please feel free to join me in doing the same if it outrages you too - you can complain online). It was on during This Morning on ITV at approx 11.40am.

Here's a link to it

where women

I agree, It's just lazy and shit.

And DH is in charge of the gravy I our house. DS (age 3) also helps cook by putting the oven chips on the tray for us and sticking his pre-licked fingers in cake batter I cannot abide lazy men.

Or how about if you don't have children? I hate all that 'mums do X' shitty, lazy marketing too.

I get pissed off that "mums" go to Iceland when it's a z-list female sleb.... . But "pete" go to Iceland not dads. WHy is that? He's got loads of fucking kids.

It is an advert where one woman cooks soup for herself and another woman. They then both sit down and eat it together, enjoying each other's company with no kids or men around. One of the women does say she has kids and her kids enjoy this too.

I'm not sure if it's still on the packet but Kellogg's rice crispies used to have instructions for kids on how to serve themselves a bowl of the cereal and it had a line along the lines of "get mum to help". Because, you know, dads are incapable of managing the complexities of cereal pouring.

Also, ASDA put 'approved by mums' on a lot of their food too.

I'd be more outraged if the bulk of responsibility for shopping and preparing food didn't fall on women. To be honest, I don't think there's much wrong with advertisers targeting the section of the audience most likely to purchase the product.

Why would you be more outraged if that was the case?

Oh hang on I get it :) and agree

I read that as you'd be really angry if 'dads' had to do the bulk of shopping and cooking :o

I understand why the advertisers do it but I think this everyday sexism annoys me more than the big one off things that get the headlines. We don't even notice it half the time. Anyway, back to feeling less outraged today and more "meh". What can be done? Not much.

You're missing the real sexism though, which is that women are largely responsible for planning, shopping and preparing meals. That reality is the actual sexism, acknowledging it isn't.

As to what can be done? Men can do their fair share. When they do, crappy stock will be marketed to them, too.

Im getting irritated by the 'biggest balls' theme at the moment, the bingo advert with barbara windsor and Capital radio advert going on about having the biggest ball.

You're right Apocalypse, but isn't the fact that men behave like that perpetuated by our culture; advertising being a major part of that (amongst many other things I know). I think the advertisers could do more.

Possibly, but they're not being sexist towards men by noting the reality of their indolence and dependence in these matters. We could all fervently hope for better, but I would say that the makers and sellers of cheap stock for bulk meals aren't the primary cause here.

It's no different to "mumsnet: by parents for parents". I don't see how you can campaign against one while actively supporting the other.

" Feminism is not about strong women demanding equality. Feminism is about weak, insecure women who can’t handle equality."
Couldn't have put it more perfectly myself

It's completely different to mumsnet. Mumsnet was set up as a parenting forum!

HAHAHAHAHAHA!

Good joke, dothe.

Sounds annoying, BD77.

How do you know who has kids and who doesn't?!?

By the way, you're a twat!

The majority of FWR regulars have kids, FYI.

And no FWR regulars are man haters.

That's two strikes - wanna make it three?