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“Unduly masculine themes” – no thank you

Filed under: Gender Politics,General — Bruce S @ 6:50 am Wed 18th January 2012

NZ Herald: Women’s group fears upsurge of ‘sexist’ beer ads
The director of the Women’s Health Action Trust said the Advertising Standards Authority had cut guidelines which prevented alcohol adverts from depicting “unduly masculine themes or portray unrealistic behaviour”.

blah, blah, and more blah….., then this pearl “But Ms Pierce said it was important that the “shall not depict unduly masculine” requirement was reinstated because it was mostly beer advertisements which idealised masculinity.”

Nope; we cannot be idealizing masculinity; that would just send the wrong message to the community. It is not ideal to be a male at all; we have to deny a couple of million years of genetic engineering in an effort to conform to the ideals of yet another womens group. Yeah Right!


  1. Beer is but one segment of the advertising industry. How often do we see scantily clad females associated with the automotive industry. No Mrs Pierce, you wanted equality, you got it!

    Comment by Gwaihir — Wed 18th January 2012 @ 8:56 am

  2. while i understand and sympathise with the issues created by the dowry system why do feminists think that creating and condoning games like this : is okay? this only encourages violence. would it be okay with them if males created such games i.e wife spending all day at home primping and not having dinner ready for the poor husband who works all day… what shall the punishment be??

    how about one for wife sleeping with the pool boy..

    Comment by kiran jiharr — Wed 18th January 2012 @ 12:26 pm

  3. Must have been a slow news day for the Herald to push out this femalist dross article.
    I think some folks need to get over the fact that the major demographic that drinks beer is men.
    Some guys drink beer, get rowdy partying and ogle at women.
    From what I’ve seen advertisers know this and reflects it rather than promotes it.
    Get over it.
    The term used by the women’s group ‘unduly masculine’ gives the feminist agenda away though.
    It is pure spiteful misandry.
    I’d wager my right arm if this women’s group saw an advert depicting a group of chardonnay swilling women out on the town, being loud and silly, eying up and flirting with men they wouldn’t complain they were being ‘unduly feminine’.
    Oh no! We can’t have that! We can only denigrate one sex!
    So the NZ Herald continues to pump out misandry.
    Same old same old.

    Comment by Skeptic — Wed 18th January 2012 @ 2:43 pm

  4. This ad is hardly “masculine”. It is cynical. It attempts to exploit the male sexual instinct by parading a scantily clad (and, to my taste, quite unattractive) young woman so that men will take notice. It is no more masculine than the exploitation of female instincts is “feminine” (such as what the New Zealand Herald does everyday). This cynical manipulation does not deserve a gendered label – it is mercantile, pure and simple.

    Comment by rc — Wed 18th January 2012 @ 3:39 pm

  5. Are you worrying too much? It is real life that counts more than product sales lying. My small son once did a fruity, very efficient, powerful, well delivered, highly spiced fart. It just came out into the conversation… The kind lady that I was with looked daggers at me, as if what was I going to do? I considered all available options for 3 seconds and seriously added, as a connoisseur, “Ah, there is a true son of mine”.
    It was well worth it, for the look on her face.
    I am worried about media depictions, less so about humourous ones. Mostly, I am worried about the almost complete absence of images of fathers competently caring for children, in drama media and TV news and documentaries. In particular, the value to children, of their father’s time, is disastrously absent in the media listed. This is even more important, if one or both parents in in crisis, as happens several times in all of our lives. In particular, telling divorce stories from children’s perspective and giving an understanding of their relationship with their father.
    The NZ film Smash Palace was excellent in that respect, but few have followed it?

    Can you identify other gaps in present media portrayals?
    Can you quote good examples, in these areas?

    Hope this helps?
    Best regards, MurrayBacon – not presently in crisis – axe-murderer.

    Comment by MurrayBacon — Wed 18th January 2012 @ 3:55 pm

  6. How on earth could the Advertising Standards Authority ever get away with such a sexist, misandrist policy? I think I will write to them and suggest they implement a policy against ads that are ‘unduly Maori’. As Thomas Ball, martyr for the cause of children and fathers, said:

    Why is it against the law to … discriminate against black, Jews, gays or even women but it is okay to do so against men?

    Comment by Hans Laven — Wed 18th January 2012 @ 8:22 pm

  7. Dear ASA

    I am amazed and appalled that your organization ever included a specific rule against characteristics of one gender. The policy was clearly sexist and misandrist, and I would hope illegal under anti-discrimination laws.

    Perhaps you might try to adopt a new policy against depicting ‘unduly Maori themes’. If you wouldn’t consider that acceptable, how on earth did you ever see discrimination against the male half of the human species to be acceptable?

    Thomas Ball, a martyr who committed suicide by self-immolation in protest against abuse and exploitation of fathers, wrote: “Why is it against the law to … discriminate against black, Jews, gays or even women but it is okay to do so against men?” Why indeed?

    Yours faithfully


    Comment by Hans Laven — Wed 18th January 2012 @ 10:09 pm

  8. @MurrayBacon (#5); on the subject of media omitting dads? Well; not quite – if we reach back to 2010 you may recall an advert by Toyota; the “believe rope swing”? The video is embedded (along with others) in the following; from the NZ Womans weekly.

    Enjoy the nostalgia – it makes me smile every time I see it!

    Comment by Bruce S — Wed 18th January 2012 @ 10:25 pm

  9. I wonder if this group had anything to say about Air NZ’s cougar promotion? Maybe they provide participants instead.

    Comment by gwallan — Thu 19th January 2012 @ 1:53 am

  10. I wonder if these women are my sisters?

    Comment by hairy arm bush pig — Thu 19th January 2012 @ 4:55 am

  11. #8 Bruce, sure the Toyota advert shows father’s relationship in good times. I believe it is even more important to show father’s impact from the bad times.

    I have seen quite a few situations where fathers have stepped in when mothers were incapacitated. But, in some cases they didn’t receive much social support. This is especially so when the mother’s incapacitation is psychological ie not easily discerned at a glance. In some cases, the social supports given made parenting much more difficult for some of these fathers, who were just doing an essential job to protect their own children.

    Perhaps even more to the point, the children’s lives would have been much better, if these fathers had been helped to take over daily parenting when the children were much younger. The psychic injuries, left by earlier parental neglect, ie when the children were too young to talk, is still causing earthquakes in some of the children’s lives, in their 20s. (I suspect that the aftershocks go right down through generations.) With hindsight, this was completely avoidable and wrong.

    Prejudice in “measuring” parenting skills, does a large amount of damage to our children, due to the bad decisions that result. The culprits are primarily “judges” and social workers, but the world will only be safe for children when the general public can make sensible assessments and be confident about them. It is not rocket science. Monkeys in the zoo do it fairly adequately, maybe we should be learning from them?

    We should be encouraging fathers and mothers to see active involved parenting as one of the most valuable aspects of their lives and very rewarding too!
    This is why we should be breaking down these lazy, ignorant prejudices and seeing the world for what it really is, in all areas of life.
    Lets stop the relationship vandals among us.
    Thanks and best regards, MurrayBacon – patient axe-murderer.

    Comment by MurrayBacon — Thu 19th January 2012 @ 9:01 am

  12. One local example of familycaught getting it right, but a fraction of a century too late!
    In other words, the familycaught “judge” was the major problem, for the child, not just Legal Services Agency.

    Money is the small potatoes, for the child.
    The big potatoes, is the long term damage done to the child.
    The thieves took the small potatoes and left the honest father to carry the social cost… and the bills.
    Someone at the hearing told me that the original defective “judge” was sarah flemming.

    I had met her once years previously, when she was my ex-wife’s legal worker. She tried a few lies, to psychologically stress me, but they were so obvious as to have no impact. She left me with an impression of wanting to support women to the end, but really, she was just pathetic. Later, my ex-wife complained to me about her bill and that she hadn’t achieved anything worthwhile!?
    I find it hard to imagine that she would be better as a “judge”, than she had been as a legal-worker?
    I haven’t heard of any conclusion to this damages suit…………….
    I am sure that the father wanted to share the parenting with the mother, but!
    The familycaught totally failed to protect the child’s relationships with both parents, which is so much more critical for the child, when one or both parents have even low level psychiatric problems.
    Observe that the newspaper article doesn’t make any form of judgement about the quality of the lengthy legal process or how well it protected the child’d interests.

    You be the Judge:

    Sunday Star Times
    March 4, 2007


    Custody case Dad to sue Legal Aid

    By Irene Chapple
    [email protected]

    A father falsely accused of sexually abusing his daughter during a
    seven-year battle plans to sue New Zealand’s Legal Aid agency for
    compensation after it paid for the mother’s fight.
    The father has full custody after the claims were finally dismissed as
    fabrication two years ago.
    The mother, who the Family Court said was mentally unwell, was last year
    banned from seeing the 12-year-old after she continued making allegations.
    Now, financially and emotionally crippled after fighting since 1999 to
    clear his name, the father wants to be compensated.
    He cannot be identified for legal reasons, but told the Sunday Star Times
    the case ‘simply would not have gone this far if the lawyers were not on the
    gravy train from Legal Aid. They should never have funded it knowing there
    was no prospect of success. It is outrageous what they did’.
    The 2005 judgement from principal Family Court Judge Peter Boshier called
    the father’s fight one of the most ‘singular examples of commitment I have
    ever seen’.
    The court, which is criticized for favouring mothers, in this case
    provided the father with a powerful judgement in his favour.
    Boshier told him ‘I lament what you have suffered in this case. For years
    your case has been before the Family Court and today you deserve a clear
    finding from me that you have not sexually abused [your daughter]’.
    He said the father’s role ‘as a parent and the paternal role in this whole
    case of your family has been undervalued to an extent that alarms me’. Many
    fathers would have given up. You have not, and your commitment is to be
    recognized today’.
    The father, a 38-year-old self-employed contractor, said the battle had cost
    him around $70,000, including $40,000 for his lawyer.
    He was not eligible for financial aid, but his former partner received
    $21,000 from the Legal Services agency.
    The stress and travel involved meant his income dropped from $68,000 to
    about $40,000 and he is still repaying an $18,000 bill to his lawyer.
    The man, who used to volunteer in the health sector, said ‘the last thing
    I needed was this crap flying around about me”¦I’ll be looking for minimum
    $40,000 in court costs’
    The father said he received no awards for costs.
    ‘I’ve done nothing but pay and pay, I’ve received nothing back’.
    Last Friday the father sought legal advice on whether he could sue, and
    was told he had a very strong case.
    The Legal Services Agency was unable to comment on the specific case last
    But grants manager Robyn Nicholas said aid was given after several factors
    were taken into account, including whether there was reasonable ground for
    taking or defending proceedings and the prospects of success.
    She said custody cases ‘can be complex, as by this stage of a relationship
    the two parties are totally at odds with each other’.
    The judgement from Boshier said ‘this is undoubtedly a very sad case’, and
    accepted the claims were simply made up as a result of the mother’s mental
    He told the mother ‘I don’t believe what has happened in this case is your
    fault, but your delusional beliefs have enabled this case to become as
    protracted as it has and is cruel for [your daughter] and [her father]. It
    is sad in every respect’

    Comment by MurrayBacon — Thu 19th January 2012 @ 9:40 am

  13. I hardly think sitting on their hands for years and watching a good man get shafted whilst they receive a salary is a case of the femily caught getting it right.
    I’m happy to see the father has been vindicated, but squirm with disgust at how Boshier is playing to the crowds with his comments about the father’s commitment to his child when every day his secretive star chambers churn out yet more fatherlessness.

    Comment by Skeptic — Thu 19th January 2012 @ 12:37 pm

  14. Thanks, Skeptic. Action speaks louder than words, Boshier protected the “judge” from any form of accountability. Both were on practically 1/4 $million a year, but still didn’t offer any form of damage restitution!
    Boshier’s comments about the father leaves open the question, was the father too patient?
    Did the father contribute to the damage the child, by extending this amount of trust and patience to these deranged clowns?
    The silent party is the child. The party most injured was almost certainly the child.
    For all of the rhetoric about paramount children’s interest, they put their own personal interests at the forefront.
    Similarly, judge priestley protected a Papakura familycaught “judge” by not disclosing the Papakura “judges” name, in the appeal judgement K v C 21FRNZ686:
    30 years without any meaningful accountability is stupidly too long. We are the stupid people, for allowing these thieverous clowns to get away with it for so long.
    Car mechanics have a working accountability system.
    Electricians have a workable accountability system.
    Medical doctors have a workable accountability system.
    Engineers have a working accountability system.
    Plumbers have a working accountability system.
    Pilots have a working accountability system.
    Car drivers have a working accountability system.
    Mothers and fathers are partly accountable to CYFs, limited by CYFs inability to make judgement.
    Politicians are accountable to Parliament and to voters too.
    “judges” can get off scott free, by resigning to escape!!!????
    Every “judge” even if they strive to do their job properly, is dishonoured by their joint refusal of accountability.
    Thanks again, MurrayBacon.

    Comment by MurrayBacon — Thu 19th January 2012 @ 3:00 pm

  15. check out the “i deserve it” and the whiny “i got made redundant so you owe me” attitude and mentality in this case

    oh and how come the “good cause” is worth only 20%?? why not 100%%

    and the

    Comment by kirann jiharr — Fri 20th January 2012 @ 7:18 pm

  16. So what ever show in TV must be women friendly.

    I wonder if this feminist will say something when women violate man.

    I bet they will cover up Womans wrong doing or justify it against men rather then really be equal and admit that women can be violator as well.

    Comment by Shin Hee Yi — Tue 24th January 2012 @ 11:36 pm

  17. It looks like the NZ Herald has found another misandric adherant to the feminist meme of ‘testosterone poisoning’.
    Thankfully the Herald’s own polling shows over 40% of respondants disagree with the idea.

    Welcome Paloma Migone –
    Another one to put on misandry watch.

    Ah, Aunty Herald.
    Why don’t they just call it Broadsheet Daily and have done with it?

    Comment by Skeptic — Wed 25th January 2012 @ 2:34 pm

  18. You have got your papers mixed up. Stuff’s flagship is the Dominion, the Wellington newspaper, nothing to do with the Herald based in Auckland.

    Comment by Down Under — Wed 25th January 2012 @ 2:44 pm

  19. Thanks Down under.
    2 stuff ups in quick succession.

    Time for a break methinks.

    Comment by Skeptic — Wed 25th January 2012 @ 10:43 pm


    I wonder why.

    Comment by Down Under — Mon 20th February 2012 @ 7:51 am

  21. Maybe he was opening his child tax assessment!

    Comment by Gwaihir — Mon 20th February 2012 @ 8:59 am

  22. Looks like we are doubling our efforts to bring in replacement males.

    Comment by Down Under — Mon 20th February 2012 @ 11:16 am

  23. Please correct me if I am wrong. I seem to remember Paul Callister saying in Henderson 1995, that NZ tended to immigrate more women than men, as this was usually the pattern in refugee families, on average. Perhaps couple (though often without the husband), parents (often mother but not father) and children (again often not including all the male children – for several reasons, violent death, sickness, or gone to other country). Thus the kind NZ taxpayer is accepting a lot of long term liabilities, in the purely financial sense. Thus, it does seem a bit stupid, to then chase our own men out…. or drive them to suicide, or sickness benefits.
    Best regards, MurrayBacon.

    Comment by MurrayBacon — Mon 20th February 2012 @ 1:55 pm

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