Philosophy, Psychology, Nerdisms, Writing from the Trenches

As our contract states, you owe me some tongue

This isn’t my usual gig, but stick around anyway for this.

I watch a lot of television, most of it streaming, so commercials are few and far between. I’m fairly good at tuning them out, too. Unless they’re funny, I find them less than useful. I buy my Apple products because I was brainwashed by my peers. The commercials had nothing to do with it.

But, recently, I heard a commercial that caught my attention FROM A DIFFERENT ROOM.

Yes, I was minding my own business while my roommate was watching TV and I heard a commercial that sounded sort of…strange. I walked in to watch the rest of it and thought, “Well, that’s Pavlovian.”

If you don’t know who Pavlov is, he’s this psychologist who taught dogs to slobber at the chime of a bell. Sound stupid? You’re wrong. What he did was ring the bell, feed the dogs, ring the bell, feed the dogs, ring the bell, feed the dogs, ring the bell…and the dogs started slobbering because they were expecting to be fed.

If you think that’s common sense (my dog eats on a schedule and gets antsy around 6; I don’t think he can tell time), Pavlov was able to prove it in a lab {and on one! ba dum chish} and as we all know, if you can’t replicate it in the lab, it didn’t happen. (Ok, psychology nerds; what I’m talking about is technically operant conditioning, but more people are familiar with Pavlov than Skinner, I would have had to explain more when they can just Google it, and I wouldn’t have been able to make the “lab” joke)

Back to the commercial.

It was a Kay Jewelers commercial. I’ve embedded it here. If you don’t see it, CLICK HERE. You see, it’s a Super Bowl ad. Millions of Americans are supposed to see this commercial. Take a look.

Maybe you think it looks sweet, but the man is working on conditioning his wife.

Pretty much every jewelery commercial is like this.

Give lady shiny rock for good thing, she do good thing again.

It even says it in their slogan. Every kiss begins with Kay.

Agreed upon contract or hidden misogynistic agenda?

I don’t know why I suddenly went on this feminist rant. I suppose it’s just been building for years, with every jewelry or Colon Blow™ yogurt ad where women are the target market. I’ve been calling the Open Hearts Collection the Tits and Ass Collection ever since I saw the first commercial four years ago because that’s what it looks like. I’m sorry, Jane Seymour. I’m sure you’re a wonderful person, but, seriously.

Am I taking it too personally? Sure. Why not? I don’t really care about jewelry. I would rather have something functional, something meaningful. For example, a wedding ring is a symbol that you are married. It can also function as a bottle opener.

If someone wanted to condition me, they would say, “Thank you. Here’s a subscription to Mental Floss,” or “Thank you. Here are the new tennis shoes you need.” Or, better yet, “Thank you. This is a gift that no one would understand except the two of us and I knew it would make you laugh and you would love it because you love me and it symbolizes our mutual trust and happiness with each other.”

Put that on a Boobs and Butt locket, Kay.

(You can argue the flip side that the commercial is conditioning the men to buy the jewelry. Commercials are all within the realm, trying to show you the rewards of a lifestyle you would achieve with their product. It doesn’t change the fact that ultimately, women are being demeaned in these ads. And it bugs me.)

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One response

  1. A wedding ring working as a bottle-opener? On finger or off? Hey, thanks for the idea. I knew I must’ve saved my past 2 for some reason.

    February 2, 2013 at 2:50 pm

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