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A forum for Blog Community #1 of CSCL 1001 (Introduction to Cultural Studies: Rhetoric, Power, Desire; University of Minnesota, Fall 2011) -- and interested guests.

Sunday, September 18, 2011

"Milk can help" men who are the victims of PMS

In recent ads created by the California Milk Processor Board, men are portrayed as the terrified and innocent victims of women. The main object of this image, the Average Joe husband (clearly identified with the gold band around his left ring finger), is cowering and backing away in fear while attempting to offer milk -- his only defense or means of protection from the person in front of him (the assumed erratic wife). The ad has the viewer take the position of feeling sympathy toward the poor man who has to deal with the irrational behavior of the woman in his life.

The image shown above clearly argues that men all across the country are wrongfully blamed by women. The rhetoric, "I'm sorry I listen to what you said and not what you meant", sends a loud and clear sarcastic message that the man did nothing wrong, yet the woman -- without reason -- is still angry and ready to blame the man.

Though I hope that the Milk Board was going for a "this is funny" reaction from the public, it brings up an interesting (and some would say sexist) cultural message. It also sends out a message about our societies’ perception of the institution of marriage. What guy in his right mind would get married if he is going to end up like this poor soul in the advertisement?

So all you guys out there -- according to this advertisement -- make sure to have plenty of milk with you at all times -- to "help reduce" the craziness of PMS women everywhere.

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Here are a few more ads from the campaign for your viewing pleasure:


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