Wednesday, October 12, 2011

Misogyny in a Can

It's been a long time since I was a regular consumer of soda, and now I can barely stand the idea of drinking it. I used to be kind of addicted, and I don't like being addicted to things, so I quit. I was a real bitch for a couple of weeks, I'm sure.

For some reason - and I'm sure someone out there has done an analysis of this - soda companies seem to be marketing diet sodas to men more. Pepsi One started it off, taking the word "diet" out of the name - diets are for ladies, after all - presumably to attract a wider customer base. We can't have men feeling emasculated by their beverages, after all.

Now Dr. Pepper is in the game, with this ten-calorie can of soda that we all need to be aware contains BOLD FLAVORS. No wussy flavors for dudes. On the Facebook fan page, you can - if you want to add the app - learn what the Ten MANMENTS are. I did not do this. I cannot handle giving my information to Dr. Pepper, but Google helped:

Dr Pepper’s 10 Man’Ments

1. Thou shalt not OMG. If it’s not exploding, it’s not exciting.

2. Thou shalt not pucker up. Kissy faces are never manly.

3. Thou shalt not post pics of your outfit. Unless it’s battle armor and you have a giant sword and/or small bazooka.

4. Thou shalt not post furry animal videos. Exceptions made for beasts fighting to the death and bears destroying idyllic picnic scenes.

5. Thou shalt not make a “man-gagement” album. That is all.

6. Thou shalt not share your horoscope. Daily.

7. Thou shalt not Instagram your lunch. Real men each lunch, not tweet it.

8. Thou shalt not untag unflattering pics. We know you were there.

9. Thou shalt not end a comment with a =).

10. Thou shalt not make a Facbeook profile for your pet, baby and/or imaginary friend.

So... men - the men Dr. Pepper wants to market to - have no feelings, have a really conflicted relationship with photography, and only like animals if they're destroying each other. Sounds healthy!

We already know how much I hate this prescriptive bullshit. It's coaching men to be more "masculine," and in the process commenting on what women can and should be. It is also putting femininity down as clearly inferior. It's gross.

As Nic Bravo said, "Don't forget to never drink this again."

1 comment:

  1. Well, I guess this explains why my hubby doesn't drink Dr. Pepper--he's broken every single one of those man'ments!

    The gender prescriptions conveyed in marketing are detestable. Sometimes I wonder if marketing might be more a cause than a symptom of the problem, perpetuating certain ideas about gender while also ascribing them to some very weird stuff and even working to create new problems relating to those gender prescriptions (e.g. Dove deodorant ads, among others: