September 1st, 2006

Margaret - Waterhouse

Ace is the Place - or Why Hate Gender-Neutral Advertising

'Cause it's so painfully obvious that it's meant to be gender-neutral.

When I was a kid, Ace Hardware stores used to have this little jingle that went, "Ace is the place with the helpful hardware man."

They now have a new ad: "Ace is the place with the helpful hardware folks."

I think the new ad sucks.

For one thing, it's pandering to political correctness. I grant, it could well be argued that the older ad was pandering to sexist stereotypes--and it was. No argument from me on that.

I guess I'm just a brain-washed June Cleaver sexist. When I go to a hardware store, I want to be helped by a helpful hardware man. I know that a knowledgeable woman is just as good and just as competent, and I certainly don't mind being assisted by a woman who knows more about hardware-type things than I do. In fact, I would probably think such a woman was very cool, and I'd admire her.

But for the ads, I really like the idea of a nice, reliable man who can advise me on hardware problems, even if I'm just as likely to be helped by a woman in the store.

Yep, just call me a June Cleaver drone, and sue me. I don't care. :)
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