apartment therapy changing the world, one room at a time

the last one was funny!

Hysterical!

Sick.

Hm. Not so funny to me.

Hey, the other two aren't funny either. Why must it always be women who are the butt of these "jokes"?

Love the older IKEA comercials!

Oh, yes, I'm sure misogyny was at the top of their checklist. But then, I find everybody ridiculous and an easy target for humor.

Take humorless people, for example.

Plus, the guys *I* know would really be into sucking on the tennis shoe lace, so the joke would be totally blown.

So to speak.

(P(too), where have you been all these months?)

shoe lace made me laugh, not the others

Woman stabbed in the back and killed, woman on all fours licking up a dirty shoelace? I'm not incapable of seeing the absurdist humour in the situations presented, but the way the gender roles play out is definitely misogynist.

Boys are messy! How is that misogynist?

Okay, "boys are messy" is sexist... Images of violence (stabbed with a fork) and degradation (crawling around on the floor in an attempt to seduce a man and ending up eating an old shoelace) is misogynistic. It's so common to see women depicted this way (particularly in advertising), but how often do we see men in the same positions?

tough crowd.

They're going to go with stereotypes with commercials. Men are generally thought of as less tidy then women, and the tag line "If not for yourself, at least for the others." means that it's going to be OTHER people suffering at the hands of their dirtiness. Sure, they could have a male friend suffer, but quite frankly it's more humorous when it's a love interest.

Misogyny is hatred, dislike, or mistrust of women. I fail to see how these commercials meet that definition. If anything, it's showing that, out of love for the women in their lives, men should be cleaner. The average man certainly isn't going to consider being cleaner for their friends. I hate it how the simplest things like this get turned into some kind of accusation of hatred of women on Ikea's part. That's as baseless as saying that they dislike kids for that last one.

"It's obviously just taking advantage of how innocent and clueless children are!"

They're using the concept that sex sells and making a joke about it. They are saying men are pigs who need to become a little tidier if they expect to get laid.

I don't take the examples as independent ideas the marketers had to portray women this way, but rather to portray women this way with the idea to satirize the usual idea. Maybe they missed and the ads weren't very good or who knows why they stopped, end of campaign usually.

The hook seemed to be in the date-themed ads to attract men to IKEA, men who don't already live with women who make them go (stereotype?), who need to not repel women. Yeah this girl is sexy, huh, go to IKEA and make your apartment not so unwelcoming, disgusting, or dangerous. I think it's a satire of a typical ad because it's so over-acted. Women in normal advertisements act sexy over the product men use, and these women are being defeated by lack of the product or effortless organization. Single men without intrusive mothers should be encouraged to make a neat and safe space; even if they don't care or notice, women notice, shop at IKEA.

everyone here so over-analyzed this. zzzzzzzzzzzzzzzzzzzzzzzz

ok...not everyone...just some people have absolutely no sense of humor at all