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But then we'd need a system like some kind of paid for licence for television. Then we'd need a licence to own spoons and it's the slippery slope to living in a communist state.
Seems perfectly reasonable to me, what's objectionable about the above?
Being perfectly capable of domestic tasks and parenting I find the 'useless bloke' thing offensive, and why should my daughter be dissuaded from doing something just because it's perceived as a 'boy thing'?
http://i68.tinypic.com/504qko.jpg
I find adverts in that vein lazy, laughable even, but I certainly don't get offended. Also, if my daughter's worldview was being shaped by adverts on the TV I don't think I could lay the blame at the feet of a few ad-men (or women - women can make terrible adverts too).
If I am going to get offended, or somewhat close to it, then it would be about a regulatory body imposing their moral choices on me and claiming it is on my behalf - it's not! Going back a few years but I remember a number of ISPs were allowed to advertise their limited use broadband packages as unlimited - if they can't get that right, they're not fit for purpose.
It's either "buy our Giftmas tat" or misery-Olympics charity guilt trips.
When there was only one commercial channel adverts were almost a shared cultural event - you could quote or parody an ad and everyone would know what you meant.
There's a very different ethos behind an ad which might run for a year and be seen by the entire population compared to a throwaway clip which will be buried in the general noise instantly.
On the flipside of the coin I saw an ad for a product the other day designed to hide the fact you'd been for a particularly bad smelling poo. V. I. Poo? I might be making this up. Pretty sure it was suggested in the ad that it'd make a great gift.
With this level of desperation in mind, maybe the cheap-shot gender stereotype ad comes down to cash, and hard-pressed PR trying to make maximum impact on a budget that wouldn't buy you a round of drinks in the Northern Quarter.
(Those not from Manchester insert your nearby comparatively expensive drinking spot here.)