COMMERCIAL 1. A group of "real men" are talking about an approaching girl in a swimsuit. They are generally talking about how sexy she is when one of the "real men" started talking about fashion... how her swimsuit does not match her. This not-real man was crushed by a bottle of Colt 45 with a voice over saying "real men should act like real men."
COMMERCIAL 2. A group of "real men" are watching basketball on TV. One of them receives a call in his cell phone. He promptly goes out to the lobby and tells her girlfriend mushy nothings like "I miss you na." This not-real man was crushed by a bottle of Colt 45 with a voice over saying "real men should act like real men."
I am not really a big fan of stereotypes of what a real man is. And I am definitely not a big fan of liquor (inuming nakalalasing), I can't barely finish a bottle of San Mig Light. However, there is something in the commercial that really ticked me off.
Perhaps it is their idea of what a real man is. What was clearly shown in their commercials clearly is that a real man drinks a strong beer (Colt 45), has huge muscles, watches basketball games with their buddies and 'appreciate' sexy women wearing swimsuit. What they are implying is that real men do not talk about fashion (at least not in front of other real men) and do not tell their significant others that they miss them (even if he is not in front of other real men). The extreme interpretation of the ad is that real men are not in touch with their emotions.
Whenever I hear stereotypes about real men and men in general, I remember the story by my Sikolohiyang Pilipino teacher. A girl wanted a strong, silent-type guy for a husband. She ended up marrying someone who beats her without even telling her why. It may be a bit extreme, but I don't think any of my friends and colleagues would want a partner or a husband based on Colt 45's concept of a real men.
The other possible reason why the commercials annoyed is the disconnect with the current political and social realities. Women, I believe, appreciate men in touch with their emotions. Nobody takes the most insensitive (and chauvinistic) man in the office seriously. They are often viewed as empty-headed jerks gloating about their imaginary love affairs.
Men crying in public are not seen as weak, but men who are brave enough to show their true emotions. They won admiration for revealing that they are real humans with feelings. A lot of men admitted in public that they cried when Obama won as president. The very long list included Gen. Colin Powell and Will Smith. I was teary-eyed when I was listening to Obama's Victory Speech.
Here in the Philippines, ZTE whistle-blower Jun Lozada cried in public while talking about the pains he and his family suffered when he exposed an anomalous government contract. (Lozada's former-sidekick-turned-accuser also cried in public while trying to convince people that Lozada is also a crook, he was largely dismissed.)
Crying men also won praise (and votes). Obama cried in public when he talked about the death of his grandmother. Biden choked up while talking about the accident that killed his wife and daughter and almost killed his two sons. In the Philippines, former Senator Franklin Drilon cried when the Senate voted to prevent the opening of the second envelope during Erap's impeachment trial. He was soundly re-elected.
The next time I see that Colt 45 ad, I'll probably just dismiss it (together with the other ads based on stereotypes). It is highly unlikely that I'll buy their product to show people that I am a real man. I don't have to prove anything.
One of the greatest advices I received in life was this "Boys don't cry, real men do."
saw that commercial a while back. been waiting for someone ( or some groups) to call them on it. apparently no one cares. tsk, i never understood why there must be stereotypes of genders or why any BIG company would forget this type of erroneous stereotyping and blatantly present something like that on TV. I thought on this time and age, we're way past stereotyping genders based on how they act, let alone their interests. There is a feminine and masculine side in each and everyone after all. ang engot! they are already threading a thin line na nga marketing such products, but to do it in an unthinking way..
ReplyDeletei was more puzzled with the concept of commercial 2, than when i first saw comm 1. cos with the first one, i was thinking that maybe the other guys thought that the not-real man was gay. but with the second commercial, i was like, "real men are not supposed to miss their girlfriend?" so annoying. i just don't get/can't accept it. are men not supposed to need or go gaga over women? (isn't that gay? lol).
ReplyDeletebut anyways, the commercial seems to reinforce the pinoy concept of machismo and the ancient idea that yeah, real men are supposed to bottle up their emotions. chaka.
gender stereotypes in advertisements are very common (women with cars, women with beer, women with cigarette), but not as dumb as this.
ReplyDeleteHowever, I have also noticed several ads breaking stereotypes like men endorsing laundry soap (Mr. Macho Labandero and Piolo for Speed Babad). Perhaps, we are not as hopeless as I thought we are.
bottling up emotions... remember the words from the great school of philosophy "wag na nating idaan sa maboteng usapan, lalo lamang madaragdagan ang sakit ng ulo at bilbil sa tyan." Some people listen, others don't. =)
ReplyDeleteWasn't there a commercial some years ago for sanitary napkins with Richard Gutierrez on it? Hahaha.
ReplyDeleteYeah, we all know the stereotypes. There's always an opportunity to break free from these. It sounds like the ad people didn't take this chance. But let me look for the commercials on YouTube first before I pass judgment. :)