Just came across a weird full-page ad by Dockers and wonder what it says about the direction of our society. Surely Dockers is attempting to sell into some demographic.
Advertisers often foresee trends and surf the cutting edge. Do these ads herald a new direction emerging in our society?
It made me think. As crossdressers, which side are we really on? Are we really on the side of androgyny? Or do we really like it when "men are men and women are women"?
After all, what's the point of dressing up like a woman if it just makes you look like "one of the guys"?
The ad uses type in the figure of a man from head to waist, with a pair of Dockers below that.
The text reads:
"Once upon a time, men wore the pants, and wore them well. Women rarely had to open doors and little old ladies never crossed the street alone. Men took charge because that's what they did.
"But somewhere along the way, the world decided it no longer needed men. Disco by disco, latte by foamy non-fat latte, men were stripped of their khakis and left stranded on the road between boyhood and androgyny.
"But today, there are questions our genderless society has no answers for. The world sits idly by as cities crumble, children misbehave and those little old ladies remain on one side of the street.
"For the first time since bad guys, we need heroes. We need grown-ups. We need men to put down the plastic fork, step away from the salad bar and untie the world from the tracks of complacency.
"It's time to get your hands dirty. It's time to answer the call of manhood. It's time to WEAR THE PANTS."
Your thoughts?