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Got Sense of Humor? Sexist New ‘Got Milk?’ Site Pokes Fun at Women With PMS
How funny is PMS to you? And how much do you enjoy people laughing at you, not with you?
How you answer those questions will likely help determine what you think of a new website launched by the California milk processor folks, who are also behind the “Got Milk?” campaign.
The site, called “Everything I Do Is Wrong,” is billed as “Your Home for PMS Management” and shows a cowering-looking man holding milk cartons and the caption, “I apologize for letting you misinterpret what I was saying.”
There are a few images or lines on the site that are chuckle-inducing, but here’s another question: Will seeing sexist stereotypes of PMS really induce you to drink more milk, or will it make you lactose intolerant?
Littering a site with men poking fun at PMS is probably funnier to men than women, which might offset the point of the site, which is to encourage women to drink more milk as a cure for menstrual problems.
Other aspects of the site include a feature that lets men create apology pictures (“Give yourself a face that’s hard to stay mad at”) using the “Puppy Dog-Eye-Zer,” as well as an “emergency milk locator,” in which you can enter a zip code for the closest grocery store. And then there’s a “Mistake Verification System,” where men can type in what they “think” they did wrong, and a section of “pre-approved apologies.”
I’m all for people who want to help women get some relief from menstrual cramps, and I’m all for irreverent humor, but I think this site misses the mark by a few miles. It’s aimed at men and makes fun of a touchy and often miserable part of women’s lives by using the lamest and oldest stereotypes of bitchy, irrational and unpredictable women – what’s so funny about that when you’re in genuine need of some help? I’m willing to bet the site is taken down before it’s up for too long.
The site, which was created by the people who started the national “Got Milk?” ad campaign, refers to a study from 2005 that says calcium can alleviate PMS symptoms.
Do you think the site feeds into the stereotypes of women as irrational PMS sufferers, or is it funny and will it actually benefit women by encouraging them to take in more calcium?
Image: EverythingIDoIsWrong.org
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30 Comments
[...] Rebecca Cullers, a contributor at Adweek, writers at Salon, Jezebel, The Frisky, Feministing, and Babble; Steve James, executive director of The California Milk Processor Board, which created the [...]
Milk Is at the Center of Sexist Allegations | Con Games commented on Jul 25 11 at 10:51 pmRosana commented on Jul 13 11 at 10:38 amKind of funny but I don’t blame them. It is a niche created by bitchy women that have tried, for a long time, to hide their bitchiness behind PMS. I am not saying that PMS is not real and that it does not cause us to feel uncomfortable but many women take it to the extreme, therefore the stereotype.
Marsh Carroll commented on Jul 13 11 at 11:11 amGood article.
There are various ways to get Calcium without drinking milk. My HAZCOM Song has a line about lactose intolerance http://bit.ly/e88T9g
goddess commented on Jul 13 11 at 12:00 pmVery true Rosana. I thought it was humorous- and haven’t women been poking fun at men for many things for a while too?
bob commented on Jul 13 11 at 12:01 pmI, uh, nevermind. Bye.
kikiriki commented on Jul 13 11 at 1:51 pmI think the idea had the potential to be great, and it was cute, but the site wasn’t as funny as I hoped it would be. They should have gotten the geniuses behind Bud Light’s Real Men of Genius on board. Now THAT would have been awesome.
Shandeigh commented on Jul 13 11 at 2:22 pmFunny stuff. If you can’t laugh at yoursel… well… then you’re probaly uptight and grumpy. lol
Bunnytwenty commented on Jul 13 11 at 3:37 pmMan, why do you people love being insulted so much? I’d laugh if this was funny (and there’s plenty of sexist humor that is, I admit), but this is just pummeling women with how much they suck. I just can’t comprehend why women enjoy this – do you hate yourselves and other women that much?
goddess commented on Jul 13 11 at 3:51 pmEr no Bunny- but thanksferthepoppsychoanalysis, LOL!
Linda t.o.o. commented on Jul 13 11 at 5:04 pmPMS is only funny when I don’t have it. I know that as I’ve grown older and entered perimenopause, there are times when it’s really unbearable and not just “uncomfortable” and certainly not “created.” As far as I’m concerned, shitty attitudes like that coming from other women are far more offensive than a tongue in cheek ad campaign. To me it’s similar to someone saying that fibromyalgia or migraines are “created by lazy women who just don’t feel like getting out of bed.” Just because you haven’t experienced something doesn’t mean it you should minimize other people’s experiences.
goddess commented on Jul 13 11 at 5:40 pmReally? Cause I get it each and every month (and yeah- I’m doing perimenopause too Linda TOO) and I CAN laugh at it. Humor gets me through many situations instead of crying or becoming bitter.
Linda t.o.o. commented on Jul 14 11 at 1:04 amJerk. Shall I try to find something about your personal experiences to minimize? I’m sure I could.
Rosana commented on Jul 14 11 at 8:27 amIt is not the PMS what they are making fun of. It is the taking advantage of what they are talking about. I get it every month but my husband and others do not have to pay for my PMS. Believe me, women that suffer severe PMS, the kind that will REALLY make you bitchy, do not have the energy to be bitchy about it.
Bunnytwenty commented on Jul 14 11 at 9:54 amGoddess: I am personally bothered by the notion that women are infantile, irrational creatures who verbally abuse their male partners. Call me crazy (oh, those women and their emotions!), but I just don’t get why any women would WANT people to think that they’re infantile, irrational creatures rather than, you know, people. But your mileage may vary.
Molly bloom commented on Jul 15 11 at 10:26 amSince when do married men remember to buy milk?
Jade commented on Jul 15 11 at 11:29 amGet a grip, people! It’s funny. I have had some PMS moments that make me stop and laugh in retrospect. I had meltdowns that were EPIC! My other half has sometimes looked at me with his mouth wide open during those moments. Poor him! LOL
Celeste commented on Jul 16 11 at 2:22 amFunny,when I quite eating and drinking all milk products,I STOPPED having PMS. Along with that,my skin started to look SO much better and everyone said i looked at least 5 years younger. Also,I haven’t had a yeast infection since quitting all milk products,nor have I been sick,even a little bit,one single time. It’s been 6,almost 7 years since I stopped all milk products and my health is still better than ever. I’m 36 and get told I look no older than 24 all of the time,by both younger and older people (and people my own age!). Milk is not something that was designed for human consumption,though the dairy industry will try and try to tell you different. People,you’ve been lied to your whole lives! Cow’s milk is for baby cows.
Carol commented on Jul 21 11 at 6:15 pmThis campaign smells like it was created by 20 year old dudes who are clueless about the opposite sex and always feel like they’re being made wrong when their woman doesn’t pick up the guy’s socks and underwear… and approved by 50-year-old divorced men who never could figure out what happened since, of course, they never did anything wrong in the relationship. Yes, it’s all the fault of these horrible women. According to the ads, dear sweet men will fall on their swords to keep us from feeling wrong – and sacrifice themselves for peace. I don’t know who’s more pathetic – the ones who created it, or the ones who approved it. But the biggest loser is this California Milk Processor Board. Hey, is that paid for by California taxpayers??? We’ve been ripped off!
Hahaha, no. commented on Jul 21 11 at 7:24 pmI’m sorry, but I don’t really appreciate it when people brush me off as having PMS whenever I’ve got a legitimate concern about something, and I doubt many other women who have to deal with that bullshit don’t either. I have nothing against the product their trying to push, or the reasons (to aid the symptoms of PMS), but what I DO mind it the further propagation of the stereotype that women are raging irrational monsters when they’re on their period. The whole concept takes away women’s validity as people, and turns them into mutants that have to be “dealt with” once a month with milk. I don’t know about other women, but I find that bullshit irritating enough to deal with already without a man coming up with a big ol’ glass of milk telling me to “calm down lol”. All this is is a campaign to push milk as another object for men to use to undermine women with.
“Butbutbut!!! Don’t look at what it actually says! You have to ignore the poor poor men on the poster whining about having to deal with their bitchy girlfriends/spouses! You have to look underneath all that and realize that this is for you women…with PMS.” This is a professional company that’s supposed to appeal to a wide range of people, and they are failing at it, hard.
jpm commented on Jul 22 11 at 11:08 amSeriously? I haven’t actually seen the ad cause the website was already taken down but I do not feel insulted by the ad. I am a 20 year old female and I’m ok with throwing insults back and forth. If you can’t laugh at yourself then you have a sad life. I’m not really sure why this ad is causing such a big deal and why people are so outraged by it. The ad seems to be targeting a younger crowd probably because adults usually buy milk for their kids. I personally don’t find it offensive and I would assume my friends wouldn’t either. Why can’t people in America stop being uptight and laugh a little.
jpm commented on Jul 22 11 at 11:23 amActually just seen some of the ads. So funny. I’m sitting at my desk laughing now. I guess the milk companies knew exactly who their target was
Greg F commented on Jul 22 11 at 12:17 pmThank you JPM! This site was HE-LARIOUS! I don’t know why everyone takes it so seriously!! Ok, so PMS is a part of women’s lives. The “got milk” people are trying to send a message that milk helps reduce the symptoms of PMS. They needed a clever, unique way to put their message out. What’s wrong with a little humor? They aren’t personally attacking every female in the world, they are just trying to make the site fun so people can actually pay attention.
WAKE UP PEOPLE! Humor draws attention. More attention to the site equals more PMS-symptom-reduction EQUALS happier lives for everyone?
Hey, “hahaha, NO.” Instead of irrational, try Passionate. LOL
Brian commented on Jul 22 11 at 1:28 pmI don’t call it a period. I call it a ‘comma’, because there’s a brief pause and then it continues the next month, and then the next month, and so forth and so on. A period means finality and that there’s an end. There’s no end in sight over here… LOL My wife found my reasoning humorous. We always refer to it as a comma, and not a period.
Jan Tucker commented on Jul 22 11 at 3:50 pmI didn’t find it one bit funny. Do we make fun of men who are impotent? I doubt they would laugh at that. I get pms so bad sometimes that I get physically ill. I get flu like symptoms. I take vitamins, I excercise and I watch what I eat. I asked my doctor about it, and according to her, there is nothing that can be done. Even though all the tv commercials say talk to your doctor. Well apparently the doctors don’t watch tv. For some women its life altering, and there needs to be more research and more attention paid to this very real and physical problem, both pms, and menopause. All this commercial does, is show how insensitive men are to this issue.
Jan Tucker commented on Jul 22 11 at 4:02 pmBy the way, since those ads came out, I’ve stopped drinking milk. I take my calcium everyday anyway, and I actually feel better.
-A- commented on Jul 23 11 at 11:42 amI think the ads are mean spirited because it’s not something that women can control. Not all women treat their husbands/boyfriends terribly, and if they do, they probably don’t mean to be that way. The physical discomfort of dealing with that time of the month can be, and usually is, very painful. Hardly something to joke about.
Johnny commented on Jul 24 11 at 11:12 pmShish, as a male allow me to be somewhat angered by the ads portraying castrated men… Historically I’ve disliked sexist humor, ironically women who are sensitive about being portrayed as idiots seemingly find a lot of humor seeing men portrayed as numbnuts in commercials and TV programs… I’ve been told I lack a sense of humor when I become angered seeing men’s testicles constantly being battered in home video programs and other TV productions (ha ha, so funny!), I’ve noticed more and more young women parroting what they’ve heard on TV, sadly because most men don’t protect their dignity (as a European I’m amazed as to how American males allow themselves to be emotionally battered) many women feel they have a free hand at belittling men, when they are confronted with common sense sadly they’re at an intellectual loss.
Don commented on Jul 26 11 at 2:45 amI bet everone of these ladies have at least chuckled at a man being accidently hit in the groin. Hmmmm? Look at the women in the Middle East and the Baby girls in China and some African countries are treated and see if your complaints don’t pale in comparison.
Marvin Gardens commented on Jul 27 11 at 10:21 pmWhy don’t we get a place like this built……reservations now being accepted:
Keep a sense of humor people!
Mike commented on Jul 28 11 at 9:29 pmObserve the effects of attitude discrepancies!
If you’ve accepted a negative or victim-oriented attitude, you’ll find these offensive. If you feel that you’re being “minimised” or otherwise insulted, you are probably suffering from various levels of insecurity that are, in fact, affecting multiple areas of your life without your concious awareness. You probably think that you encounter a lot of “jerks” in your every day experience and blame others for your general state of unhappiness.
If, on the other hand, you enjoyed the ads, you’re more likely to have a positive attitude. You typically see the best in people. It’s possible you may be perceived as “naive” by some, but can take solace in the fact that you’re also happier, more fulfilled, probably more successful, and definitely more well-liked than your critics.
Were I to adopt the attitude of the latter, I would choose to accept and tolerate the fact that many in society suffer quietly and in ignorance, and use internet forums to express their misdirected anger and feelings of inadequacy.
Were I to adopt the attitude of the former, I would choose to tell my cohorts to STFU and go do something that contributes to the good of society. Perhaps getting sterilised.
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