Tide Commercial exploits Gender Norms

Posted in Uncategorized by Protopop on August 2, 2011

It’s clever, and it had the potential to deliver a much more positive message. But in the end this commercial for Tide detergent dissapoints with its exploitation of gender norms for comedy.

It’s these subtle messages that shape our society into something damaging to anyone who falls even slightly outside the status quo. In this commercial, the little girl is obviously at peace with her decision to play with blocks ‘like a boy’ instead of wear pink as per her mothers wishes. The fact that the young girl is exhibiting stereotypically masculine instead of feminine behavior is the crux of the joke.

It’s 2011. Isn’t it time we let people live their lives the way they do naturally without making fun at their expense? Why not show the mother much more positive about her daughter’s behavior? Oh, because then it wouldn’t be funny? If that’s the truth, sit back and think about what that means.

Procter & Gamble, the makers of Tide, is a Fortune 500 American multinational corporation. This is the message they throw their considerable weight behind? If this is the message Tide detergent wants to put out into the world, so be it. In the meantime, I’ll be spending my hard earned money on products from ecologically friendly, progressive and open minded companies.