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I sent the following responst to Jared by clicking on the "Customer Service" option on their homepage:
I am writing in reference to your Jared commercials where the men who buy their wives Jared jewelry receive the incredulous response "He went to Jared!" while the men that don't are treated with disdain by their wives. One of these men gets a cold look from his wife, while in another commercial the "offending" husband has a piece of "non-Jared" jewelry dropped in his drink.
Why is it necessary for companies to sell merchandise by putting men down in their advertisements? In a sense it isn't flattering to women either, as the women in these commercials come across as spiteful and materialistic.
Please find an alternative way to advertise jewelry that treats both men and women with respect. After viewing these commercials, I’m more inclined to shop at a competitor. I know many other men feel the same.
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by Anonymous User on 01:08 PM May 3rd, 2004 EST (#4)
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...'the hell...?
Thundercloud.
"Hoka hey!"
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Of course these ads will place men down. Any man who is willing to buy jewelry for a woman is already in a place of subservience to her. It is not men who are interested in jewelry, it's women. Women who cajole, over-hint, coerce, etc. men into getting them jewelry already have men who can be put down and abused and pushed around. The ads are not aimed at men (though intimidating manholes is a bonus for them) so much as they are aimed at women and appeal to their competitive traits (all people of both sexes have them to some degree and appear in differing contexts depending on the society and the individuals in question). They tell women basically that only Jared jewelry is worthy compared to what *other women* get for jewelry and so should get on their manhole's case to get him to buy her jewelry. The ad is specifically targeted to encourage women to pester men to buy them jewelry, at Jared's of course, and/or to intimidate manhole males into buying the jewelry before getting coerced into doing it.
I hate jewelers. Most jewelers are men who encourage p-whipping and manhole-i-fication. Jewelers are sub-manhole scum. I hate them. In my perfect world, jewelers would not be allowed to advertise. I wouldn't outlaw the selling of jewelry because there is a greater principle of freedom of enterprise. But I would outlaw advertising by jewelers. And I would limit their business hours to one hour per day. And keep them closed on week-ends.
And that's just for openers. :-)
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