Borden Dairies is currently running an ad campaign in the U.S. touting their milk as being superior to other brands, apparently in hopes people will be swayed by the charms of Elsie the Cow and overlook their ridiculously inflated prices.Nothing unusual there, but what Borden is saying in radio ads is disturbing to this writer. The ad features the voice of a young boy going on about what a rotten childhood he had because his mother bought some garden-variety milk instead of Borden's. "I grew up normal" he says. "Dad worked and Mom kept the house." Excuse me, but isn't that image of family life a bit out of date? Borden seems to be stuck in a 1950's time warp, portraying a Leave It To Beaver fantasy of the days when mothers were rarely potrayed working outside the home. I've nothing against dads being the sole wage-earner and moms being housewives, but to say this is what's normal is wrong and certainly not an accurate reflection of the diverse kinds of families in our society. This may seem like nitpicking to some, but I think it's a valid criticism considering the impact advertising has on people. Also, the line "Dad worked and Mom kept the house." is completely unnecessary for the ad to be effective, which makes me wonder if Borden is trying to sell the public more than just milk.
The radio ad further insults listeners by intimating the boy's mother was neglectful in not purchasing their product for her precious son. The boy goes on to talk about how he's actually a grown man the size of a young boy, forever doomed to shopping for clothes in the kiddie section and having his mother caddy for him on the golf course - the tragicomic result of not drinking Borden milk. That's funny, didn't the ad mention two parents? Seems rather insulting to imply that dad is too clueless to notice junior isn't growing properly. Apparently Borden's oh-so-brilliant strategy is to first make parents feel bad about mothers working outside the home, then make 'em feel guilty for buying their offspring an inferior brand of milk. Sorry Borden, but this mother and consumer thinks this is udder nonsense. I am boycotting your products and hope others will join me in doing the same.
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