This Mother's Day gift was scolded on the hot search, and after reading everyone's comments, I was relieved

Mi Li's mother loves to share

2024-05-14 14:48Posted in Beijing, creators in the field of parenting

Text | Mi Li's mother

On the eve of Mother's Day, major brands are working hard to take advantage of Mother's Day to earn a wave of popularity and traffic, but this time, a certain moon is really kicking the iron plate.

First of all, the poster advertising slogan of a certain moon was complained by netizens: "Make it easier for mom to do laundry" and "Mom, you use it first" These words made Mi Li's mother particularly disgusted, and I think you are the same.

Why, it's already 2023, laundry detergent or mother's exclusive housework?

What's more, this is a "Mother's Day gift" for my mother, and I gave my mother laundry detergent on Mother's Day, so that she could wash the clothes at home more cleanly, right?

That's too low-headed.

Soon, the advertising copy of a certain moon was hotly discussed by netizens.

Some people put notes on the advertising posters in the elevator hall that "mom is not equal to nanny" and "mom can do anything, and anyone can do housework".

Some people also started online complaints:

"Gender unfairness, a gift for mom, and then find a male model to represent your husband? Why don't you say give it to yourself? ”

"On Mother's Day, I gave my mother laundry detergent and asked her to do more laundry, and I was afraid that I was shaking my mouth when I dreamed at night."

There are also people who pick up some more outrageous operations on a certain moon.

When netizens questioned the stereotype of a certain moon's advertising copy, the comment on the live broadcast number was:

"More than 95% of the laundry detergent people who come to my live broadcast room to buy laundry detergent are women, can they buy it back and let their husband wash their clothes?"

Netizens retorted and asked: "So it's right to send laundry detergent on Mother's Day?" ”

The live broadcast account responded helplessly: "There are many women and men, there is no way." ”

Seeing this, Mi Li's mother couldn't help but think of what Mr. Lu Xun said: "It's always been like this, right?" "Is it because there are more women who buy laundry detergent that it is taken for granted that washing clothes and doing housework are women's exclusive jobs?

There are even more infuriating ones.

A previous advertising copy taken by the official flagship store of a certain moon was: "Don't wait for your mother to get old, wait until she can't even see the cap of the laundry detergent bottle clearly, and then remember to give her a blue moon." ”

I'm really convinced, I'm so dazzled that I can't see the bottle cap clearly, and I still have to do laundry? Is it that everyone else in the family is crippled and can't wash their clothes, except for the mother?

No wonder netizens will be indignant and say "a certain moon is dark all his life", which seems to be just an advertising slogan, but to put it mildly, this is the brand forcibly binding the mother and housework, and to put it mildly, this involves the problem of gender stereotypes, which is easy to mislead public opinion.

But despite being scolded like this, a certain moon is still unwilling to stand up and be beaten, but moves out the research data in an attempt to whitewash herself.

"Relevant surveys show that women spend an average of 120 minutes a day on housework, and most mothers are the main force of housework, often spending a lot of time on the clean life of their families."

"We have prepared a supreme gift that is only once a year, and we hope that my mother can take a more worry-free and labor-saving way of laundry in her later life, and can have more time to enjoy life by herself."

Listening to this explanation, it is simply dark-eyed.

Speaking of which, isn't the implication still that washing clothes is a mother's job? Buy a bottle of good laundry detergent for your mother, this is the best consideration for your wife and mother as a husband and children?

This thoughtfulness is inevitably too cheap, right?

Seeing that the situation was a little too late to stop the car, a certain moon came up with another trick, that is, to turn passive into active, and spend 1 million to solicit new advertising copy from the majority of netizens.

The original intention was good, but the selected copywriters were speechless.

In the newly released poster, the advertising slogan of a certain moon became:

"Supreme laundry detergent, worry-free, labor-saving, time-saving."

"I do the laundry for my mom to make life easier and more comfortable."

What do you mean by "I am"? The so-called "I for" does not mean that this work is my mother's, but on Mother's Day, I was "compassionate" to share a day's laundry work for my mother, and I am really a filial son.

No wonder netizens complained:

"Before there was no PR, it might have been a poster problem, and after the PR, I felt that there was a problem with the whole moon."

"I seriously doubt that this advertisement is all male from planning to review."

In fact, the public doesn't like to raise the bar, the key is that a certain moon doesn't know what is wrong with her. In their brand perception, women and laundry are highly intimately linked.

I don't even know where the mistake is, how do you ask them to do public relations, how do you correct it?

Also, in real life, women seem to be seen as mothers who take care of housework, gentle and virtuous wives, and considerate and obedient daughters - such stereotypes are everywhere, but people often don't notice it.

What's even more frustrating is that this stereotype is not only projected on ordinary women, but even if it is an excellent and outstanding elite woman, it is difficult to get rid of it.

When British Prime Minister Theresa May and Scottish First Minister Nicola Sturgeon held talks, the Daily Mail published the news with the headline:

"Don't care about Brexit, (compare) whose thighs are more beautiful!"

Perhaps in the public impression, women should not be a leader with decision-making power, they should be a "vase" for people to appreciate and evaluate.

If this stereotype is not corrected in time, it will not only affect our generation, but also imperceptibly project it into the lives of the next generation.

For example, in cartoons, the protagonist is mostly a boy, and it is also the boy who solves the problem and drives the plot, while the girl often plays the role of being rescued and protected.

In picture books, the vast majority of women appear in the image of wearing skirts. Most of the time, dad will be seen in the "outdoors" and "workplace" scenes, while mom will stay indoors more and deal with household chores.

After a long time, girls will subtly think that they should be in a subordinate position, will ignore their own strength, and stagnate and grow upward.

For example, many parents often say to their children: boys are strong in math and girls are good at expression.

If the girl's grades are better than the boy's, the parents will say, "Girls rely on hard work, and boys have a flexible mind and more potential, and they will get better and better in the future." ”

This kind of repression, intentional or unintentional, is undoubtedly reducing the motivation of girls to work hard. How many girls who can't learn math well accept the stereotype that "I can't compete with the other gender" before they really can't learn well?

For example, some parents will say to the boy: "Boys should be brave and not flick when they have tears", but if the boy behaves considerately and carefully, the parents will criticize him and feel that he lacks masculinity.

As for girls, parents will say: "Girls are mother's intimate little padded jackets." If the girl is very arrogant and does housework, the parents will criticize "no girl" and "can't do housework, and she will be disliked by her mother-in-law when she gets married in the future." ”

This stereotype can be said to be pervasive, and even the British prince cannot get rid of it.

A few years ago, ABC TV host Laura mocked Britain's Prince George.

When Laura saw that there was a ballet class in Prince George's schedule, she first burst out laughing, and then said in a mocking tone:

"Prince William said that George enjoyed ballet class very much, and what I wanted to say to Prince William was: 'Let's see how long George can last!' ”

Immediately afterwards, the camera turned to the audience, and many viewers also laughed with the host, and the smile was full of doubt, ridicule and disdain.

It stands to reason that it is a good thing for a child of a few years old to find his own hobbies, but in the eyes of adults, ballet dancing is what girls should do, and it is ridiculous that a prince of a royal family actually falls in love with ballet.

Think about it, if George had heard others mocking him about dancing since he was a child, would he have started to doubt himself, and maybe one day he would have given up this hobby.

It can be seen that gender stereotypes are likely to limit children's self-development. Whoever said that boys should like to play with motorcycles and girls should like dolls, neurologists have long proven that there are almost no structural differences between male and female brains. What really makes the brain "different from men" is precisely our stereotypical perception of gender.

It is because society and parents instill wrong ideas in children that they will consciously reinvent themselves, and then gradually cause differences, and eventually move towards a different life.

As the BBC documentary "No More Between Men and Women" says: "If we treat men and women differently, they will see themselves the same way; But if we treat them as equals, maybe we can change their perceptions. ”

Yes, gender stereotypes are like a pair of colored glasses, maybe we subtly wear this pair of glasses due to family influences, social environment, etc., but we also have the right and ability to take it off.

Fortunately, after a long period of hard work, the stereotypes of society have gradually faded.

For example, the Disney princesses in "Frozen" have finally woken up, they have become independent, brave, and no longer need to be attached to men.

Another example is "Paper Bag Princess" in the equal rights comics, not only can she wear a paper bag and fight with Charizard to rescue the prince. And when the prince dislikes the princess for having messy hair and wearing a dirty and torn paper bag, the princess will also go back mercilessly:

"Your clothes are beautiful and your hair is very neat. You look like a prince, but you're a useless fellow! ”

and the hit movie "Hot and Hot" a while ago, which also let us see the inner strength and courage of the heroine as an independent individual in the face of life challenges.

Under the influence of this social climate, our next generation begins to question a single gender stereotype and become more independent and sober.

For example, in the program "Youth Talk", a girl loudly questioned her mother asking her to do more housework, because she felt that her husband could also do housework, why couldn't he help me and ask me to do it?

yes, who said housework is a girl's exclusive task? Compared with the "manly" and "ladylike" who conform to social norms, the real freedom should be: boys can also dance, play at home, and wear aprons to do laundry, cooking, and housework; Girls can drive excavators, they can box, they can go from behind the scenes to the front of the stage, and they can become leaders and decision-makers.

Although a certain moon festival marketing ad rollover is not the first, nor will it be the last. We do have a long way to go before we can completely eliminate gender stereotypes.

But what makes Mi Li's mother feel fortunate is that today we no longer silently accept this unfair gender bias, but can use public opinion and the Internet to question loudly and shout for gender equality.

I believe that one day, there will be no more sexist advertisements on TV, parents will no longer limit their children's interests and choices based on gender, and society will no longer use gender to evaluate individuals......

We hope that a certain moon, who is immersed in technological improvement, can look up at the wider world, and know that it is not only clothes that should be washed, but also gender stereotypes and prejudices against women.

We also believe that gender is never the biggest boundary between people, only prejudice is.

Personal Profile: @米粒妈爱分享 Mi Li's mother, American returnee, Haidian parent. Focus on learning, educational experience and further education.

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