Wear The Pants...Dockers' new ad campaign has sexist eyebrows raised

  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 6:21 PM GMT
    Read the article here: Docker's ad article ... and vote on whether it's sexist or not.


    dockersman-ifesto-1260222452jpeg.jpg
  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 6:52 PM GMT
    Yeah, I don't get the gay reference in the article either. Maybe the writer is just trying to stir things up.

    I don't think the ad is either sexist or homophobic. My take on it is, that it's poking fun at guys for not being masculine enough these days. However, I'm not sure how buying khakis will make you into a manly man. Seems like it would have the opposite effect. icon_lol.gif
  • Timbales

    Posts: 13993

    Dec 09, 2009 7:08 PM GMT
    I see it as a poke at the way gender roles have changed. I don't see it as sexist.
  • EricLA

    Posts: 3461

    Dec 09, 2009 8:29 PM GMT
    Fortunately, Dockers don't make 28" waist pants.
  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 8:57 PM GMT
    i dont think its really sexiest or a jab at gays, just girly men, which are also metrosexuals. toughen up wimps and shine my shoes
  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 9:02 PM GMT
    EricLA saidFortunately, Dockers don't make 28" waist pants.


    Aren't Dockers for middle aged guys anyway, or those who need the 'relaxed' fit due to excess weight?
  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 9:03 PM GMT
    Sexist.

    dockersmanifesto1260222.jpg

    Ad wants little old ladies to MAN UP! AND WEAR THE PANTS! But what if she has arthritis?

  • DrewT

    Posts: 1327

    Dec 09, 2009 9:19 PM GMT
    I don't agree with most of you in saying that it's not sexist. The ad clearly states that feminine things, e.g. salad bars and non-fat lattes are attributed to de-masculinization i.e. feminization. It also puts down women as not being able to 'open doors' (clearly an attack on women, doors are a symbol of freedom and opportunities) and old women of not being able to cross the street (which many can without assistance).

    This little article pulls on society's ideals of masculinity: being dirty, holding power. 'Men taking charge' clearly implies that those not what this article deems 'men' should not have any position of authority or power.

    Of course when this ad states that we have a genderless society that is obviously false because we still gender so many things, for instance child care workers, nurses, and secretaries are all feminine jobs and thus require a gender explaination if it is a man who works in that field.

    Regardless, this ad demonstrates that many agree that men in our society should act as the ad dictates. Agreement with it indicates one accepts of masculine ideals. Seeing nothing wrong with it, well, it's understandable as it isn't an 'important' work, but the American populace isn't swayed by important work, it's swayed by advertisement. Something to think on.
  • MichVBPlayer2...

    Posts: 132

    Dec 09, 2009 9:26 PM GMT
    I don't really see the sexism in the ad. Simply calling back to a former time, does not mean we are asking to go back to every aspect of 1950's society. I think it would be great to see men take charge, help people out and stand up for injustices. I think it would be great to see men become leaders in their families and begin becoming dads again to the millions of fatherless children out there.
  • SolidRanger

    Posts: 108

    Dec 09, 2009 9:29 PM GMT
    I guess I can see where people could be offended, but really I'm sure they're aiming this at straight men, which frankly I think really could benefit from going back to the days of old.

    These days there is lots of whining, lots of finger pointing. Alot of self-centered people with no regards for the people around them. People too lazy to lend a hand. It's kind of how you see those videos of a person getting the crap beaten out of them, with tons of on-lookers who stand by and do nothing.

    Back in the day if you moved into a new house, the neighbors would come to your door to welcome you to the neighborhood, these days people don't even KNOW their neighbors.

    I think the message in the ad may not have been thought through very thoroughly but I agree with the underlying message.
  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 9:35 PM GMT
    Now I know why everyone looked at me funny when I wore my khakis in the disco.

    Not sexist…stupid…not sexist.

    The add should have just said: MAN-UP
  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 9:44 PM GMT
    Think it is brilliant! (Not sexist) I would have recommended one creative change if this campaign were presented to me - replace "fork" w/ "spork". icon_surprised.gif
  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 9:58 PM GMT
    It was funny but not sexist. Atleast not for me.
  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 10:04 PM GMT
    Honestly I'm not going to give one ad the attention it requires to read all that icon_rolleyes.gif

    Marketing fail
  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 10:15 PM GMT
    There really isn't a gay reference in it at all. Have we really gotten that hypersensitive? It is, however, talking about how what it means to be a man has changed. Think gender role, not sexual orientation, gentlemen.

    Besides, I don't know if anyone has noticed or not, but straight men are rapidly becoming the new women. All obsessed with how purty they are.
  • Posted by a hidden member.
    Log in to view his profile

    Dec 09, 2009 10:55 PM GMT
    Sexist and I like it! Durn women running everything these days. icon_twisted.gif
  • coolarmydude

    Posts: 9190

    Dec 10, 2009 1:19 AM GMT
    What if I spill my Miller High Life on my new pair of Dockers? Will it stain? OMG! What would I do???

    miller_high_life_logo.jpg


    Note to Dockers: Dockers doesn't have sex appeal.
  • coolarmydude

    Posts: 9190

    Dec 10, 2009 1:22 AM GMT
    Don Draper is my hero...

    don_draper_jon_hamm.jpg


    Now HE is a man's man.
  • Posted by a hidden member.
    Log in to view his profile

    Dec 10, 2009 1:25 AM GMT
    I think it's genuinely funny. But it is a little insensitive. The writer probably should have thought a little bit more about what he was going to write here to avoid articles like this one.
    As of now 78.1% vote no.
  • SolidRanger

    Posts: 108

    Dec 10, 2009 1:26 AM GMT
    coolarmydude saidWhat if I spill my Miller High Life on my new pair of Dockers? Will it stain? OMG! What would I do???

    miller_high_life_logo.jpg


    Note to Dockers: Dockers doesn't have sex appeal.
    OMG I lol'd
  • coolarmydude

    Posts: 9190

    Dec 10, 2009 1:30 AM GMT
    poster27877075.jpg



  • jrs1

    Posts: 4388

    Dec 10, 2009 1:40 AM GMT
    xrichx saidHowever, I'm not sure how buying khakis will make you into a manly man.


    hence the fail ...
  • Posted by a hidden member.
    Log in to view his profile

    Dec 10, 2009 2:03 AM GMT
    Simply_Drew saidI don't agree with most of you in saying that it's not sexist. The ad clearly states that feminine things, e.g. salad bars and non-fat lattes are attributed to de-masculinization i.e. feminization. It also puts down women as not being able to 'open doors' (clearly an attack on women, doors are a symbol of freedom and opportunities) and old women of not being able to cross the street (which many can without assistance).

    This little article pulls on society's ideals of masculinity: being dirty, holding power. 'Men taking charge' clearly implies that those not what this article deems 'men' should not have any position of authority or power.

    Of course when this ad states that we have a genderless society that is obviously false because we still gender so many things, for instance child care workers, nurses, and secretaries are all feminine jobs and thus require a gender explaination if it is a man who works in that field.

    Regardless, this ad demonstrates that many agree that men in our society should act as the ad dictates. Agreement with it indicates one accepts of masculine ideals. Seeing nothing wrong with it, well, it's understandable as it isn't an 'important' work, but the American populace isn't swayed by important work, it's swayed by advertisement. Something to think on.

    We have a winner! This is the correct answer.
  • DrewT

    Posts: 1327

    Dec 11, 2009 5:05 AM GMT
    Caslon12000 said
    We have a winner! This is the correct answer.


    I don't think anyone else agrees...
  • Timbales

    Posts: 13993

    Dec 11, 2009 1:29 PM GMT
    it's not going to make me stop wearing them