one of the side effects of being a hardcore, intense football fan is that i watch a lot of sports on TV. this time of year, that means i see one HELL of a lot of jewelry commercials. nothing makes me stabbier, except for maybe that god-awful hyundai commercial with the twee-pop indie freaks. (i won't link to them. they're too famous as it is. GAAH.)
now, don't misunderstand me. i am a HUGE fan of jewelry. i like me some sparklies. i am well-known for throwing on sweats and flip-flops (or snow boots in this weather), no makeup and hair all thrown back into pigtails, but with a perfectly-matched necklace and earrings. i am a connoisseur of swarovski crystal, turquoise and sterling silver.
but oy, do these jewelry commercials reduce relationships to so much patriarchal pablum. the women in these ads are simpering fools; the guys are smug paternalists, riding in to SAVE THE DAY with a glinting bride-price. the worst offenders, by far, are kay jewelers and their just god-awful two hearts (or as the boyfriend calls them, the two asses - go back and look at them again; you'll see) collection. either that or the "zomg, it's raining, save me, o strong man, for i am a weak and spineless girl-child!" one.
it's enough to make you want to join a radical wymynist collective or something. seriously. can't the people in these commercials just, y'know, give each other gifts like normal human beings, without the women looking like tiny children and the men looking like purchasers of more than just jewelry? come on, folks. real women with brains are so much more fun than airheaded simpletons. and smart women appreciate gifts too. we just don't gape over them like deer in headlights. it's way more fun to win a woman's heart when she's your equal.