Not Very Progressive, Progresso.

Okay: I watch significantly less TV than the average person in most demographics, and all commercials have sounded more or less the same to me since the turn of the century. So, one could imagine my surprise when I turned on the tube in search of a good advert to blog about…only to see one that deeply affected me.

Apparently this Progresso Soup commercial isn't the newest kid on the block, but it is nonetheless another prime example of stereotyping to the detriment of both women and men, through application of a feminist perspective on a text. As seen in the video, this ad implies not only that it's natural for women to be weight-obsessed, but that men are clueless and perhaps immune to such issues.

I know first-hand that this is simply not the case. I happen to personally know half a dozen men (3 of whom are family members) who have ongoing struggles with life-controlling eating disorders; for most of them, body image insecurities play a role in the disease. And through my knowledge of support networks and recovery communities that these men have sought, I know for a fact that the lives of hundreds more males are affected by eating disorders and the dreadful symptoms that ensue. Not to mention, like any recovery network, said number of men represent only those who have decided to acknowledge a problem and/or are aware of relevant support groups.

So, you know what doesn't fit? This commercial. In any society. Yep, I said it. But despite the fact that Progresso could not make me frown any harder, I delighted in immediately switching on the feminist perspective here. Insensitivity such as this--not only regarding what's "normal" for women to think about and strive for, but also what men do or do not understand or struggle with--is best brought to light, in my opinion. I'm happy to see that many viewers of this clip on YouTube seem to agree, and I imagine that many of you have also seen this commercial and had similar thoughts.