i’ve been struck lately by some advertising i’ve encountered that seems, oh, how do i put it . . . duo-centric? commercials that are not only geared toward couples, but that actually make the assumption that life as one half of a couple or a part of a nuclear family is better or, somehow, the norm.
exhibit a: ameriquest mortgage company
opening statement of commercial: it takes a family to make a house a home.
rebuttal: whatever. i, as a single woman with no current significant other, have made a beautiful home out of my two-bedroom condo. i enjoy entertaining friends and family there, whether for dinner, a movie, or just time to chat and catch up. it is my home, and its status as such does not depend on the presence of a man who can change light bulbs or kill spiders for me.
exhibit b: pillsbury perfect portion biscuits
opening statement of commercial: a series of shots of couples engaging in various daily activities, followed by the line, if people come in pairs, why shouldn’t biscuits? (i’m not even kidding. it even says it on the web page for the product.)
rebuttal: people don’t come in pairs, doughboy. well, not unless they’re twins.
i’m sure people reading this will dismiss me as a bitter singleton. perhaps they’re not completely wrong. but they’re not completely right, either. it’s just about sensitivity, folks.
if i never get married or have children, i’ll be okay. in fact, i'll be great. fortunately, i know that. but not all people watching your ads do.