‘What is it with his and hers marketing?’

Sound Off: Ads are at times supposed to be ridiculous, but come on, there are limits

Bitch Falcon lead singer Lizzie Fitzpatrick: “I used to think it was only women’s marketing that was stupid, but ads aimed at men? My God.”  Photograph: Cyril Byrne

Bitch Falcon lead singer Lizzie Fitzpatrick: “I used to think it was only women’s marketing that was stupid, but ads aimed at men? My God.” Photograph: Cyril Byrne

 

What is it with his & hers marketing? Turn on the TV, what do we see? Women in fluffy, cuddly paradises with male models either placing her on a pedestal or embarrassing themselves while she places a chocolate in her gob.

Or a fighter jet shooting stubble off a man’s face so he can get the girl of his dreams.

Or period products that vow to empower you as a woman. I feel empowered by my personal traits and others around me, not the ability of a product to soak up blood.

I know ads are at times supposed to be ridiculous, but for God’s sake I nearly miss that lad from down the road telling you that it does exactly what it says on the tin. Bit aggressive, but I guess he wasn’t making it out to be the varnish of a lifetime, or that women would fall for you if you painted your shed a mild red.

I used to think it was only women’s marketing that was stupid, but ads aimed at men? My God. A man can’t have a shave without a few explosions or beating the “jerk” or the “nerd” to the game.

Bowel problems

And why don’t well-known laxatives brands target men? There are so many ads with very uncomfortable ladies – and their handbags – full of food. I’ve never danced around a forest after relieving myself of constipation (well maybe at Body & Soul). I’m sure guys have plenty of bowel problems, but I guess their only ailments are heartburn or a shaving rash.

Lizzie Fitzpatrick is the lead singer and guitarist with Bitch Falcon. They play The Bowery in Rathmines, Dublin, on March 15th. Tickets €15 from thebowery.ie

Do you have something you’d like to Sound Off about? Email 300 words to magazine@irishtimes.com with Sound Off in the subject line

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