I’ll admit it: I did not watch much of the Super Bowl last night, as I am more of a Puppy Bowl kinda gal (although obviously this happened and I saw it and so did all of you probably). But as always, the ads were absurd, often offensively so. Naturally, the beer ads were the worst. For example, take Molson Coor’s ad regarding men and dieting.

As Lisa Wade, PhD, at The Society Pages explains, it is both bizarre and offensive that Molson has somehow decided men need to have their own word for exercising and being healthier in order to “justify eating the foods you love… Bacon, nachos, and burgers.” Basically, this Molson commercial is implying that being on a “diet” is idiotic because diets are for women, and men can’t be associated with such nonsense. Not when there are onion rings to be had and calories to be consumed (calories that you can’t justify with your stupid girly gym time, you dumb ladies). Dieting is a nonsensical thing for men to do because women do it, thereby making it unappealing to males, though Wade points out the hypocrisy of this:

The reverse doesn’t apply. Women who do things men like to do — drink whiskey, play sports, become surgeons, have dogs, etc — somehow rise in our esteem.  Men’s worth, in contrast, is harmed by their association with femininity.  This is a layer of gender inequality above and beyond sexism, the privileging of men over women; it’s androcentrism, the privileging of the masculine over the feminine.  Since women are required to do femininity, it means being required to do trivial, demeaned, and disparaged things.  Meanwhile, men have to come up with stupid excuses for participating in basic healthy activities like going for a jog.

Jean Yves-Beaudoin, assistant marketing manager at Molson Coors, says that the stupid concept of the “Guyet” is awesome because it’s helpful to men’s health: “‘Guyet’ is a way of life.  It’s not about indulging in crappy food all the time, it’s about exercising properly so you can rationalize eating things you love, like burgers with bacon.” Or, and what’s better? They’re “actively pursuing” ways to incorporate the “Guyet” into upcoming advertisements. Cool. Great. Now we get a chance to be reminded of how odd it is to see people so insecure, they can’t use a nongendered word without feeling like they’re demeaning themselves somehow.

Plus, the fact that dieting and women have somehow become almost mutually exclusive is both unsurprising and extremely sad; being a woman means trying to lose weight at some point, while trying to be healthier means you’re somehow more feminine. It’s a ridiculous notion and, as with most sexist ideas, it won’t until we stop putting female bodies up as the ones worthy of the chopping block.

[via The Society Pages]

Photo: Tony Fischer Photography / Flickr