Sunday, March 01, 2009

zomg, your dog is such a faggot

I'm not usually exposed to TV ads, but they run some on hulu, so I've been amused/horrified by the Alpo campaign that uses anxious masculinity to get you to buy Alpo's supposedly manlier dog food for your dog. The site for the campaign is a mess of Flash, and therefore unlinkable, but the images for the ads - for example, a dog soaking in a bath full of bubbles with cucumber slices atop his eyelids - exhibit dogs being made to endure expensive beauty treatments, and supposedly humiliated by them. The tagline, "Real dogs eat meat." very clearly plays off of ideas pushed by makers of heavy fast food items that manliness is reflected in one's willingness to eat cholesterol- and sodium-laden meaty foods. Now you need to get your dog to eat the equivalent of a Baconator in dog food, or you'll be robbing him of a dogliness that you emasculated, groomed, artery-plaque-free metrosexuals will never understand.

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