Oh bother: Just accept it

I saw this commercial earlier today and felt compelled to post it here.

I am bothered by how masculinity functions in this clip (just accept it = wimp = emasculation) and how that emasculation is explicitly tied to/caused by the annoying girlfriend. After watching the clip, I typed in “Ally bank just accept it” and found the following comment at the top of the 4th link on the list (on the message board for forumscommercialsihate.com:

Just saw this new ad, surprised I found the vid. So starts out fine, blah blah blah… cut to 0:47 sec… and another bitch wife/girlfriend getting ready to chastise another nut-less man for not accepting the $3.00 fee. Bitch, I wouldn’t accept either and I’d make you pay for the tickets. Also, most to all theaters take card, why the F* are you getting out cash; it better be for hit you take out on this twat! Grrrr!!

Really? Having spent some time this semester in my feminist debates class discussing rape culture/violence against women I’m extremely bothered by this comment (to say the least) and this commercial. Sure this commercial isn’t explicitly encouraging men to do violence to women, but it is tapping into a deeper belief that woman emasculate men and deserve to be punished (violently) for it. Oh bother! (and don’t even get me started on the implications of this policing of masculinity for those who identify as male…)

Comments are closed.