These ads go far beyond just saying, "Hey, it's fun to spoil someone you love on occasion," and straight into making rather fucked up insinuations about how marriage and heterosexual relationships are transactional--her love and sex for your baubles. That women give love because they love and have sex because they desire doesn't enter the equation. There was one ad awhile back that was pretty close to explicit on this--a guy runs through the streets declaring he loves a woman. She's angry with him for his romantic and inexpensive gesture. He presents a diamond. Now she likes him again. Women's affections are a commodity, says the ad, not a normal human expression.
But I've seen a series of blog posts that take on these ads not just because they insult women, but because they insult men as well, another important point that needs to be made. Jamie at
Masculinity and Its Discontents: For some reason this one really gets to me. Scene: woman kicking back on the couch, watching the tube, as her young-architect/artist skinny, t-shirted, sandy-haired studmuffin puts the finishing touches on her pedicure, blowing gently on her toes.
He: How's it look, sweetie?
She: It looks great!
He: I dunno, I think maybe they could use one more coat.
Cut to smarmy announcer: because you're not that guy, go buy jewelry at Bob's.
You're not that guy, you're not caring, you're not patient, you're not creative, you're not gentle, y ou're not even good looking (to your woman). It makes me want to scream BE THAT GUY, MEN, once in a while, just be that guy. Stop buying the most overpriced, overvalued, falsely inflated, harvested-by-near-slave-labor stones in the history of humankind and DO something for your woman, talk to your woman, listen to your woman, pamper your woman as you'd like her to pamper her man. Don't buy her, do the damn labor! (and then maybe buy her something nice afterwards, sure. And ladies, it's your turn, buy your man some bling, show him you own him! Yes, I have a double standard, yes yes yes I do! I wanna be owned!)
A special diamond to purchase sexual fidelity! Awesome. If any real demographic research went into this marketing, instead of just guesswork, then we have alarming evidence of the paranoid mindset of a lot of men. Between this and the ads that imply that you, the customer, are so hard up for sex from your own wife that you're desperate enough to pony up thousands of dollars, I'm forced to conclude that the marketers are just exploiting paranoia, because otherwise I'm forced to conclude that a far greater percentage of Americans live life on constant sexual intrigue than really seems possible.
If my future wife bangs the entire roster of the Manchester United football squad a week after I give her a HOF diamond, do I get 100 times my money back?
PZ derides these ads for making men look stupid.
I can tell you exactly what would happen if I spent a month's salary or more on jewelry (or worse, a year's income on a car). My wife would look aghast, and waver between calling the hospital for an immediate psychiatric consult and kicking me in the groin. I would spend that much on inessential frippery? Without consulting her? There sure wouldn't be any sexual arousal, unless these commercial makers easily confuse that sinking feeling in the pit of the stomach at the thought of budget-busting debt with "sexy."