As I scrambled for a blog post topic not entirely linked to my personal experiences, I thought about this unsettling billboard I’ve come across several times while driving in New Orleans. The billboard is located right off of the I-10 headed toward the east from campus. It reads “Everyone needs a dominant man.” The advertisement is for a large truck (I am almost certain Chevy, but it’s been a while since I’ve seen it) I tried to find an image on google, but couldn’t. Sorry. :/
The first time I saw this billboard I had already been in a terrible mood and it set me off so much that I let out a cathartic scream. As a domineering, powerful woman who generally seeks relations with either other women or incredibly difficult to find open and submissive men, I became enraged. The billboard shoves the fact that we live in a patriarchal society in your face. Men are supposed to be dominant and take what they want when they want it. They are supposed to call the shots and make decisions that women are expected to support. We need them in our lives. Fuck that noise.
But seeing the billboard in a less frenetic state caused me to pay more close attention to the word “everyone.” This makes me think of family dynamics. The billboard now seems to reinforce heteronormativity and the importance of the traditional family structure. Males need a dominant father figure to guide them through life, right? I mean, heaven forbid a boy is raised by a single mom or two mommies. If I end up having a son chances are very high that he will be raised in one of those two poisonous environments. I’m sorry, but I know several people raised by single mothers, males and females, who turned out just fine; excellent in fact. I’ll be sure not to paint his nails pink! Wouldn’t want him to become a submissive gay male in this society….. Lord knows a single mom couldn’t afford that kind of therapy!
Both of these messages seem interesting considering that the target audience to which one would sell a massive truck would be male. Maybe the advertisement seeks to pinpoint insecurities males have in regards to their masculinity? Like they need this truck to compensate for their submissiveness. I think there is a backlash against feminism going on in our society that is reflected by this need for men to constantly assert their masculinity.
This billboard is SO problematic and definitely addresses some interesting gender issues prevalent in our society. Seriously, I am considering vandalizing this thing before I leave the state…. All I can say is YUCK.
The connection you make between this billboard and it’s target audience is an extremely important one. Its easy to only see this billboard as reinforcing gender roles (as it is) but you’re right that it is also attempting hit male insecurities. While this billboard is extremely insulting for females I think it is just as offensive and oppressive for the men it is trying to reach.
Oh most definitely! I think I just selfishly ranted more about what I took personally, but the pressure placed on men in our society to be masculine is so overwhelming and unfair.