Mancooks rule supreme on Planet Advertising

Brian Rogers
Rogers Rabbits
www.sunlive.co.nz

Women have a long way to go to reach equality with men in the field of outdoor cooking.

At least that's the impression we get, after seeing how it is repeatedly portrayed on Planet Advertising.

According to the delusional world of advertising, only men cook barbecues and in the outdoors.

Rogers Rabbits has conducted exhaustive research into this phenomenon and concluded that women in advertising are vanquished to the nearby comfy chair.

Their role is to marvel admiringly at the rugged and creative ability of the mancook … and look good  for the camera.

A prime example is the latest promotional flyer from a marine retailer, the cover of which is a camping scene where the male mancook is doing some manly outdoor cooking on the outdoor stove.

When you look closely, it appears he is attempting to tenderise and fry the nearby rugby ball and soccer ball that are lined up next to the stove. The skinny female (if this was real life and she sat watching all the cooking, she'd be a big heifer) is posed demurely nearby in a camp chair, enjoying a drink alongside from a blue bottle which is likely the meths.  

She's going to need it before she samples the cordon ball. Both hands are up to her ears. She's either plugging them in expectation of the explosion, or is on a cellphone to the fire brigade.

 

 

Similarly in adverts for barbecues. For some reason these are seen as the domains of men only, usually with a stubbie or two and some male posturing with a spatula with built in bottle opener. You can guarantee the minute the cooking operation goes back indoors, those gender roles are reversed.

There may be a line of thought out there, that the men are just giving the wimminfolk a well-deserved interlude from their allotted role of Usual Cook. Unchain them from the kitchen  for a break.  Here at RR we  think that's nonsense.

This is all just sexist tripe and instead is playing to some ancient antiquated stereotyping that lurks deep within our psyche, and our wallets.

Or should that be purses?

Wouldn't it be great if advertising could be brutally honest, or even enlightening? For instance, why not show couples enjoying the cooking together, as happens often in our house. Or the children partaking in the cooking duties, with some parental oversight of course.

brian@thesun.co.nz

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