"Got Milk?" gets offensive

[seabeyond]

The California Milk Processor Board has come up with some of the most popular and trendsetting advertising of the last 20 years, i.e. “Got Milk?” and “Milk does a body good.”

But recently the board has started publicizing a new ad campaign that promotes sexist stereotypes about women. The premise of the new “Got Milk?” campaign is that men should buy milk for their girlfriends and wives because it helps reduce the symptoms of PMS -- a medically tenuous claim. The ads make women look irrational and crazy.
Urge the California Milk Processor Board to drop their unacceptable new “Got Milk?” ad campaign.

Each ad features a disheveled, confused man holding cartons of milk. The captions are lines like “I apologize for not reading between the right lines” and “We can both blame myself.”

The web site associated with the ad campaign offers a “vocabulary sensitizer,” tracks the “current global PMS level,” and lets men make sarcastic “apology” videos for things they “did and didn’t do.”

Marketing magazine AdWeek even covered the ads in an article titled “Got PMS? Have a Glass of Milk, You Crazy Bitch.”

If these ads stand, they’ll send a high-profile message that advertising based on sexist and offensive stereotypes is acceptable and gets rewarded.
So far, the chairman of the California Milk Processor Board, Steve James, has dismissed criticisms. He responded snidely, claiming that these ads are "like a public service, providing tools and abilities to talk about" PMS.

Widespread public outcry can push the board to pull the ads -- just as it did in 2005 when the board first tried to float a similar PMS-centric campaign. It’s time to let the California Milk Processor Board know their new “Got Milk?” campaign’s got a problem.

Sign here to let the board know that sexist ads are bad for business: http://www.change.org/petitions/tell-got-milk-to-end-its-sexist-pms-ad-campaign

Thanks for taking action,

- Shelby and the Change.org team

[NightWatcher]

1. the ads' worst sin, it's not funny

[Commie Pinko Dirtbag]

3. No, that's a lesser one. The worst one is being pseudoscience.

Milk cures hysteria PMS? What is that, the 19th century?

[cyberpj]

13. Maybe they figure there are enough hormones in there now to make some sort of difference.

With Ad agencies you never know.......

[Maru Kitteh]

57. You have an excellent point! nt

[whathehell]

14. The worst one is that it insults human beings...Rinse and Repeat.

[Xithras]

43. Their actual medical claim isn't entirely bunk....

It is based on multiple scientific studies which actually do seem to suggest that calcium supplements and increased vitamin D intake can significantly lower the incidence and severity of PMS. There's also a new study suggesting that girls who consume diets high in calcium and vitamin D during childhood have a markedly lower rate of PMS-like symptoms when they hit puberty and reach adulthood. Nobody is exactly sure why this is the case, but it does appear that there's some sort of link between a calcium & vitamin D deficiency, and PMS.

The milk board just looked at those claims and said, "Hey, milk has both of those! Milk cures PMS!" and ran with it in their new ad campaign. They're partially right...the studies suggest that 1200mg of calcium a day is the tipping point, and you can get that by drinking four glasses of milk a day.

Of course, you can also get that by drinking calcium-fortified orange juice, eating two containers of yogurt, a few ounces of cheese, or a whole range of other calcium-containing foods. The body doesn't really care where it comes from, but simply wants enough of it. You could just take a supplement and not worry about getting it from fod at all. The average American diet contains about 500mg of calcium a day, and medical science has long recommended 1000mg a day for reasons that have nothing to do with PMS, so most of us are a bit deficient.

[Commie Pinko Dirtbag]

49. OK, maybe it has a grain of truth. But it's still obnoxious and condescending. -nt

[whathehell]

5. The ad's worst sin is that it demeans human beings...Were you human

in the female sense, you'd get that.

[cyberpj]

2. One more step backward from hard-fought battles for women. nt

[david_vincent]

4. Why is advertising considered offensive

when women are depicted in an unrealistic, insulting way, but considered cute and effective when men are depicted in an unrealistic, insulting way ? Oh yeah, that's right -- because women do most of the purchasing.

[seabeyond]

6. as a man are you not offended that they portray you as such a weak, wimpering man?

i am offended for you.

[jberryhill]

42. I haven't appeared in any television commercials

So if that smiling moron on the "male enhancement pill" commercials is happy, it's no skin off my nose.

or, uh, any other body part.

[seabeyond]

44. what is really embarrassing... i have been caught whistling the tune. asking boys...

what song is that? lol

[whathehell]

8. Really?....That's interesting since men make most of the money.

:shrug:

[freshwest]

11. I hate ads that insult men. But all ads are lies. What's good needs no sales pitch.

[Ilsa]

7. The milk industry, not just their advertisers, need to be made aware of

the drop in dairy sales if this campaign goes forward. I don't consume much dairy, but I'll give up cereal, my rare consumption of ice cream, and stop buying as much dairy for my family if this goes forward.

[KamaAina]

9. Got sexism?

:eyes:

[NightWatcher]

10. and the old ads were better?

is that milk on her upper lip or? Those ads would make me more mad

[whathehell]

12. Yeah, they were, since not everyone reads it with

a "dirty" mind, as it were.

[cbdo2007]

17. Did you not see these ads with men and children in them??

[cherokeeprogressive]

21. Milk on her upper lip or...? What? Something else she drank from a glass?

I don't get the question. Milk and Koolaid mustaches have been part of American lore for generations. It comes from drinking something out of a glass.

Say what you mean.

[whathehell]

27. I think it's called a "dirty mind"

He probably "ingests" a lot of porn.

[Hosnon]

24. Good lord...

No, it doesn't represent semen. Have you honestly never had a milk 'stache?

And did you miss the hundreds of ads with men?

Lame

[whathehell]

29. I guess they don't show those ads in porn mags, lol.

[Dr Fate]

15. I'm guesing the medical claims are not even true.

To much milk might even make a gal feel heavy, bloated and even more uncomfortable.

[whathehell]

16. Yeah, well...We "gals" will decide what we find offensive.

[Dr Fate]

22. I hate the ads, and I think the dairy industry is full of crap.

If you need to make me out to be a sexist to help prove your point, I cant stop you.

I use "gal" the same way I use "fella" , "guy", "dude" "lady" "girl" or what have you.

If common vernacular offends you- then I will say "female." Scientific terms are so much more accessible, after all.

Guess what- us "guys"-errr, I mean homosapien males, can decide when things are offensive too- and I find most ads to be offensive or false in one way or another.

I'm on your side, whether you want me to be or not.

[whathehell]

26. That's nice..

but "common vernacular" for female humans would be "women" or "girls".

[Dr Fate]

31. Lots of people say "guys" and "gals" without being sexist. It's common vernacular.

If I had said "girls" someone probably would have read something that was not meant into that too.

I think both guys and gals- errr, I mean Homospaien Males and Homosapien Females- can both find fault in this add.

In fact, we just did.

LOL! You are stuck with me- I'm on your side whether you can see it or not.

[seabeyond]

32. i use guys and gals when i dont mean girls/boys or women/men

or i rounf it off to femle/male when talking both girls, women/boys, men

bah hahahah

but there is the 20 something that arent kids and arent adults. that is the guys, gals.

[Dr Fate]

39. Sometimes a say "Y'all" when I'm talking to both sexes.

Referring to both sexes as "guys" is kind of a Northern or Mid-Western thing.

[seabeyond]

you guys... calif. non gender specific. here in texas, yawl. lol. i hear ya. nt

[whathehell]

33. Did I say you were sexist?

I didn't so you can drop the "homosapien" shit.

My suggestion of "girls" would be for YOUNG females..You know, like "boys"?

[Dr Fate]

37. You corrected my use of common vocaulary for one reason or another...

I though it was b/c you found it sexist or otherwise improper, offensive, etc.

I guess you were just simply correcting my semantics with no other context in mind. If so, my bad.

The important thing (or at least I thought it was) is we agree that the ad is full of it.

[whathehell]

40. I put the term "gals" in quotes..

One could read that as a mild criticism,

attack seems a bit overdone.

In any case, I'm glad we agree on the ad.:toast:

[Dr Fate]

41. Edited to read "corrected"

;)

[lumberjack_jeff]

18. "We can both blame myself"

:rofl:

[MorningGlow]

30. That's also offensive

To grammarians. :P

[undeterred]

19. Offensive to vegans and the lactose-intolerant.

[Hosnon]

25. ...

[whathehell]

28. Only inoffensive to those who are too clueless, careless or stupid to "get it".

[Liberal_in_LA]

35. I hate that 'women are nothing but raging hormones' sexist shit.

You never see, men are nothing but raging testosterone ads.

[whathehell]

38. No, you never read about testosterone poisoning, even when males get all "emotional"

and destructive after soccer games and shit.:P

[seabeyond]

48. Once a month they have sick problems

There are many differences between the sexes. For millenia — and even today — women have been treated as lesser members of society, lesser contributors, lesser workers than men. Unfairly. It has been a long, difficult and painful road towards equality and equity, and the battle is still fought daily. And just when you think you’ve made some gains, someone will open his mouth and make you realize just how far there still is left to go.

Last week, that person who opened his mouth was Alasdair Thompson, the head of the New Zealand Employers and Manufacturers Association. In an interview with New Zealand’s News 3 station discussing gender equity, he spoke about why women were paid on average 12% less than men, and said:

“There’s a gender pay gap, but people only need to look at who takes the most sick days, as to the reason for it. Women’s productivity, in general, is lower than men’s and while women might be more productive on an hourly basis, some take sick days when they get their period.

“Once a month they have sick problems. Not all women, but some do. They have children, they have to take time off to go home and take leave. I don’t like saying this because it sounds like I’m sexist but it’s a fact of life.”


Read more: http://www.care2.com/causes/women-should-get-paid-less-because-they-menstruate-ceo.html#ixzz1SlWVI6Ol

when it effects how men few women and their wage, it is beyond a joke. not something to socially promote. irresponsible.

[whathehell]

51. Of course....If you read the entire article you'll see that "ironically", as they put it,

Mr. Thompson is now himself on sick leave (lol).

I Love the part about how women ("not all, but some")take sick leave one day a mont "for their periods".

Interesting, because I would posit that some men -- not all -- Take a day off a month for Drunk Leave -- Not all, mind you but "some".

Maybe we could call this "dick leave".:evilgrin:

[Liberal_in_LA]

61. or kill 10 people. Link is never made between maleness & destructive emotions

[whathehell]

66. For, ahem...obvious reasons?

[Liberal_in_LA]

67. not even in a jokey way.

[Dr Fate]

34. They should certainly question the science behind it. n/t

n/t

[cbdo2007]

20. So they are saying the hormones are actually beneficial??

That's weird. It's like running an ad campaign claiming HFCS is actually good for you too.

If anything we should all be avoiding more hormones, not getting them from alternative sources.

[whathehell]

23. ..and fuck those who always knock the "legitimacy" of women's complaints.

[Liberal_in_LA]

36. I posted about this about a week ago. Thanks for keeping up the drumbeat. down with sexism

[seabeyond]

47. ya.

i remember and because there is a petition, i felt ought to be posted again. appreciate your thread.

[seabeyond]

58. since you started it, thought you would appreciate this post below

http://www.democraticunderground.com/discuss/duboard.php?az=show_mesg&forum=439&topic_id=1539100&mesg_id=1540312

[Name removed]

45. Deleted message

Message removed by moderator. Click here to review the message board rules.

[seabeyond]

46. Lighten up... no. nt

[Commie Pinko Dirtbag]

50. People say written communication can't carry tone. They're wrong.

I can almost hear intonation and rhythm, and see body language and facial expressions in that post.

It is not pleasant.

[whathehell]

52. You "lighten up".

[Commie Pinko Dirtbag]

54. It seems kctim's post was properly ''lightened up'' by the mods. Good.

''Chicks''... what kind of sophomoric jerk uses that term anymore?

[whathehell]

62. Well...

George Clooney, for one, it seems.

I like the guy, but he was recently quoted as saying

he couldn't run for office because he'd "fucked too many chicks

and taken too many drugs"...and most people here thought

it was just dandy.:eyes:

I DO get your drift, though, and I thank you for noticing:patriot:

[kctim]

63. Guess I'll just use a half naked picture next time

[Commie Pinko Dirtbag]

74. A half-naked picture, and no sexist language or condescension, would indeed be an improvement.

(Depending on the model, of course.)

[DirkGently]

53. Unquestionably tasteless. And apparently just canceled.

A cheeky ad campaign aimed at helping women and men deal with premenstrual syndrome by the California Milk Processor Board has been shut down after complaints over the content.

(snip)

The campaign’s website launched July 11 and was supposed to run until the end of August but as of July 21 was no longer running.

http://www.healthzone.ca/health/yourhealth/article/1028402--got-pms-milk-ad-campaign-axed

Yeah, "cheeky." Erm.

[seabeyond]

55. well, yea. thanks dirkgently. nt

[DirkGently]

72. The outrage and the dumping were both on-target. Have you seen the quasi-pology?

http://gotdiscussion.org/#/

They're sorry for those who found the campaign "outrageous and misguided." But they want you to know that others found it "educational and funny." Pretty close to the favorite politician's sidestep ala, "Sorry if you took it that way."

If there's a legitimate medical point to be made vis a vis calcium & PMS, it could have been made with class. Jumping right into the deep end of PMS / woman-bashing stereotypes was lazy and insulting.

Can't see an ad for, say, light beer trading on, "So you'll have time to get away before he's drunk enough to start beating everyone hahahahaha" getting very far.

:)

[seabeyond]

73. ya, i read it. i loved the part about opening conversation in marriages about pms. really?

really? first, that it would be tough to talk about and second.... what? hubby and i never had to have that "conversation". lol.

a chocolate bar went a long way to .... i love you.

thanks again, for understanding and being supportive.

[Maru Kitteh]

56. Who the fuck did they think bought most of their milk in the first place? Insulting your customer

is a really stupid marketing strategy.

[whathehell]

68. True, that....I made the same comment

to some idiots at Fischer & Pykel who were

using a tv ad for a dishwasher that focused in on the butt

of a woman as she was unloading the dishwasher...Oh yeah,

they added injury to insult in this add by showing her

husband just lazing around looking at her butt while

SHE did the work....Can you say "STUPID"?

[whathehell]

69. True that....and when I catch that, I don't hesitate to

email the offenders and give them what for.

I worked at a newspaper once and was told that for every complaint a company gets,

they assume that TEN more people feel the same way, so communication is important!

[whathehell]

59. This is what's called "Victory", folks.

The jackasses will think twice (or put more women on their team) before they try that

sort of shit again.:hi:

[Liberal_in_LA]

60. yahoo!

[WinkyDink]

65. Oh, the EPIDEMIC of PMS that has to be "dealt with". Riiiiight.

[seabeyond]

71. the scientific study this ad was addressing was talking 15-20% of the female population

hardly addressing the average woman.

[WinkyDink]

64. WTH??! How's THIS instead: "Women! Tired of coping with your beer-bellied angry-drunk man? Buy

him MILK!"

[whathehell]

70. When we actually see and hear such a thing

in the real world, we'll be able to respond.

I remember one of Roseanne Barr's early lines:

"Ladies, you've been married for fifteen years?

You don't have a husband,

you have a recliner that burps"!