I apologize for the complete lack of posts lately; I’ve been busy volunteering and exploring New York City, where I am currently located. However, I’ve decided to crawl out of my Russian-food-and-thincrust-pizza-filled cave in order to comment upon this:
What are we looking at here? Silly-looking men holding cartons of milk? Not so simple. These are a series of new ads released by the Got Milk? advertising campaign. The ads showcase the fact that milk can supposedly help reduce symptoms of premenstrual syndrome (PMS) and feature men making pseudo-sarcastic statements that reference the fact that women are supposedly very moody while on their periods.
The ads point to a website, EverythingIDoIsWrong.com, which is a slick, sardonic guide for men to help placate their bitchy wives and girlfriends during that time of the month. The tagline of the site is, “Your home for PMS management.”
Here are some revealing screencaps from the site, helpfully annotated with my comments:
I’ve written about this peculiar menstruation-related misogyny before, except that in my previous post about it, it was being perpetuated by and for women. This ad campaign, on the other hand, targets specifically men and sets up a “yeah bro I know what you’re going through” vibe with its audience.
I won’t repeat what I said in the previous post with regards to the validity of this whole PMS = bitch business, but I will add that these ads rise to a new level of chutzpah, because they somehow manage to turn PMS into a men’s issue. How do they do this, you might ask? After all, it is women, not men, who must deal with the inconvenience of bleeding out of their private parts every month, getting cramps, and feeling fatigued and nauseous. Right?
Wrong! The crappy thing about periods, apparently, is how difficult they make life for men. I mean, duh.
Furthermore, if these fictional men’s concerns do actually contain a semblance of truth in them, maybe it’s time that we recognize the fact that menstruation isn’t to blame here. Rather, the culprits are bad communication skills and a general lack of ability to promote healthy relationships. After all, the relationships hinted at by the men in the ads are anything but functional. Maybe the cure isn’t milk, but a good couples’ therapist.
But of course, it’s much easier to chalk such issues up to women being Complex Demanding Creatures who will never be satisfied by anything their partners do for them, especially not when it’s That Time of Month.
Honestly, this may come as a surprise to you, but most intelligent women find themselves much more pissed off about crap like these ads than about being on their period (or about their partner not taking out the trash/putting the toilet seat down, as the case may be). After all, this is so reductionist. The message to women is, You are your hormones. The message to men is, Deal with her PMS and you’re home free. In the end, advertising campaigns stand to gain from portraying men and women in this way, because the less people understand what really causes conflict in relationships, the more they’ll attempt to buy Stuff to solve all the problems.
And no; just like diamonds, flowers, and chocolate, milk is no panacea.
[Well, now I have two entire posts tagged with "menstruation" on this blog. I'm proud. Also, if you happen to really miss my writing, here's my short-form blog, which I update much more frequently.]
More posts on this topic, if you’re interested:
- “Advertising Sins: Everything I Do Is Wrong” from No Seriously, What About Teh Menz?
- “Got PMS? Have a Glass of Milk, You Crazy Bitch” from AdWeek
- “Milk’s Sexiest New Anti-PMS Campaign” from Salon
- “Got PMS? Drink Some Milk, Says Sexist Ad Campaign” from Huffington Post
- “Op-Ed: Milk Does Women Wrong” from The Daily (and by Jessica Valenti!)