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yoghurt sketch edited

It’s time for something especially trivial today, readers. Sorry. But I must get this off my chest.

Yoghurt adverts – what the hell?

These adverts have become the scourge of our televisions, multiplying in seemingly endless numbers every week.

At this terrifying rate, soon every other advert will be for yoghurt.

Why so MANY of them?? I’m bemused.

I mean, how much yoghurt does anyone ever buy? Surely the advert to consumer ratio is all warped.

Am I missing something? I’ve eaten yoghurt. It’s ok. Sometimes they’re very creamy. That makes them more ok.

But are they, say, delicious…not really.

Yoghurt does not meet your snack need in any way, shape or form. Everyone knows this. If anything, you are hungrier. Yoghurts are only ever bought out of guilt – guilt for really wanting to buy a chocolate bar.

Plus, it’s really inconvenient – if you’re not eating it from the comfort of your own home, you need to have cutlery on you.

But maybe I’m wrong. Apparently yoghurts can offer you a taste of luxury…Erm, are they luxurious? In any conceivable way? Christ no! It’s yoghurt, for God’s sake.

If for a second you’re entertaining yoghurt as an idea of luxury, you’ve got more problems than this humble product can help you with.

liberte

Image courtesy of Liberte

Not only are these adverts increasing in number, they are also taking silliness to whole new levels.

Greek mythological figures? Firemen? Sexy criminals? Lifeguards? Topless men in tighty-whities?

A magician??! Come on, everyone knows that magicians are not sexy. Creepy, yes. Yet here one is, in a jolly farmers market, turning fruit into yoghurt, surrounded by a bevy of young blondes who begin to giggle mindlessly. Hmmm…

Seriously indulgent? Sumptuous? Please. Yoghurts being pushed as luxury products? Sexy, even? I find this bizarre.

As far as I am concerned, you just can’t sex up yoghurt. If anything, it is one of the least sexy foods. It is barely even food. Despite this glaring truth, most recently Muller have tried to turn yoghurt into sex (ugh, sorry), courtesy of Nicole effing Scherzinger. Maybe she got confused and thought she was shooting another Herbal Essences ad. At least the painful acting makes it entertaining.

At best these adverts are silly and frivolous and at worst, mindless and patronising. Practically all are touted as a dieting aid. And with all these cues, they could only ever be aimed at women, naturally.

The more I think about it, actually, the more riled I get.

On the one hand you’ve got outdated stereotype A – silly women, prancing around, drooling over half-dressed men and getting over excited at dairy products. And on the other hand, there’s outdated stereotype B – silly women, prancing around, obsessing over their weight and digestion, and getting over excited at dairy products. It’s insufferable. We could be here all day analysing what it all means.

Look. I like to call myself a feminist. A gentle feminist, if you can have such a thing. And whilst I find observations such as these thought provoking and very valid, I just don’t feel them deep down in my soul, if I’m honest.

Please don’t shoot me – I’m not a detractor! I’m just not as passionate about some things as my younger self was. But it is great to see so many more young women becoming passionate about feminism, especially when compared with the reception feminism typically received when I was their age.

People left, right and centre are talking openly about feminism now as if it is the new buzzword. Boosting by strong support from women in the public eye, including Caitlin Moran and Laurie Penny. It’s good to know feminism is no longer a dirty word.

However, I do feel rather cynical about the apparent renewed interest, and question the real impact it will have in the long term.

It feels very much like a popular fad being pushed by the media, hungry to see female pop stars out on stage in their pants, behind a big flashy neon sign, under the banner of ‘feminism’. For me, this is not feminism. It’s yet more advertising. All a bit vacuous.

And on the other side of the flashing neon, it’s all too serious and angry.

So, while I can neither relate to the media poster girls nor the academics, I find myself in the middle, on the sofa, entertaining feminist-lite thoughts, and I reserve the right to get irritated at yoghurt.

Turn off the TV you say? Stick to the BBC?

Yes, you’ve got a point. But when will I watch Come Dine With Me?

This is more me:

https://www.youtube.com/watch?v=Sf_roIC9Pso

I learned something from Come Dine with Me the other day (no, really).

Apparently, Merseyside has one of the highest numbers of unmarried people in the UK. I know – what’s the marriage status of the North East got to do with a bunch of idiots terrorising other idiots in their own homes? To put into some context, this was Couples Come Dine…I’m assuming that’s why they chose to throw this fact in, rather than just some random Liverpool bashing from Channel 4.

Bashing – now, there’s me and my defensive knee-jerk reaction to the subject of marriage, or rather not-marriage, rearing its ugly head. After years of social conditioning I now instinctively assume that when the subject is raised, it is usually done so negatively. Or confusedly, at least.

As I find myself now, in a) my thirties b) a happy long-term relationship with The One (I apologise) and c) not married or wanting-to-be-married-ever-REALLY, I am finding it ever more the case.

“What, you don’t want to get married? Oh, you’ll probably feel differently in a few years time.”

Why? It’s easier to assume I don’t know my own mind, rather than accept I choose not to marry. This seems to me to be a socially acceptable form of condescension.

Not-marriage

With all this in mind, the actual statistics really surprised me. The 2011 census revealed 51% of people have never married, or are divorced or widowed.

According to a piece in The Daily Mail (apologies for this, my second slightly dubious source), the Office for National Statistics said the changes “were the result of declining numbers of people making it up the aisle since the 1970s, and changing social attitudes towards people who co-habit or live alone.”

Maybe I just knock around with old fogey traditionalists (I don’t), but my social experiences just don’t match this picture.

Despite it being 2014, and despite being a ‘grown woman’ (of sorts), I still find myself embarking on conversations with total strangers where I feel the need to justify my decision not to get married. I can very much relate to those horrendous dinner party scenarios in Bridget Jones’s Diary. Women in particular just don’t get it, I’ve found. I get shot a look, like I’ve suddenly grown two heads and one of them is going to try and seduce their husband or something.

What’s going on?

Don’t get me wrong, this isn’t a big moan (ok, it is a bit). I can certainly understand why people want to get married. But I find it curious, the social taboos that still seem to operate in modern society, despite the very real facts of changing marriage trends.
I wonder, is this just me? It wouldn’t be the first time.

Or, does this strike a chord with other women?

As a jolly aside, wasn’t it a whole lot better when Come Dine With Me was sponsored by Blossom Hill wine? Glorious sun drenched alfresco scenes, women frolicking around (clearly not talking about not-marriage) in pastels, a bit of Camera Obscura playing. To replace it with dishwasher tablets…why? Is this another comment on the recommended domestic lives of viewers?

On that topic, get ready for my next post on the subject binge drinking. All the big hitters!

Bye

Source link: http://www.dailymail.co.uk/news/article-2591541/Revealed-How-married-couples-minority-half-Brits-choose-live-just-stay-single.html

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