I’ve always been of the belief that Valentine’s day is more about fear than love – but putting that aside – I’ve noticed more and more companies are trying to expand who is ‘eligible’ for a Valentine’s Day gift in what can only be described as a desperate attempt to exploit more cash out of down-trodden, fear-ridden men.
Maybe I’m a traditionalist, but I’ve always regarded Feb 14th as a day you send a message of love to your significant other, even if she doesn’t know it yet … it certainly doesn’t include your Mother!!!
Besides, isn’t that what Mothers Day is for?
In all seriousness, I am of the belief that you should show your feelings every day, not on a designated date that has been corporately sponsored – however I recently saw an ad that makes me feel I am either …
1/ Totally out of touch
2/ A tight bastard
3/ About as romantic as an Aussie
4/ All of the above
Nice eh?
To be honest, I almost admire their honesty … but lets face it, there are Arnie movies that are more romantic!
Saying that, this ad actually conveys quite a few Asian cultural traits …
1/ The acknowledgement of ‘mistress’ demonstrates that across Asia, there is quite a prevalent ‘2nd wife’ attitude/habit.
2/ The fact the Mother’s ring is big [but not quite as big as the mistresses] – and placed higher than the wife – explains how many Asian men view the pampering nature of their Mothers as being of higher value than the loving [but perceived ‘demanding nature’] of their wives.
3/ The wife being placed at the bottom of the group represents how many Asian men regard their wives at the bottom rung of importance – less than their career, children, parents and mistress.
4/ The flamboyance of the ‘wife ring’ shows how many men regard their wives as a ‘possession’ … a possession that should be used to create an image to the outside World of a caring, generous and wealthy man.
Of course I’m generalising and I accept there are many Western men who probably share the same thinking/attitudes as the ones I’ve described, but whereas in the West we would hide these sides of us, in much of Asia it is shouted loud and proud – not because the people here are insensitive pigs [though some definitely are] but because for many, this is just part of how life is.
So if any of you are working on ‘global brand campaigns’ [which given the economy is VERY unlikely] remember we might all be part of the same World, but there are cultural differences that mean we are almost on a different Planet.
Finally, for any guy who reads this blog – if you have wives/girlfriends who complained about the poxy flower you bought /stole out of a garden for her – point her to this post and explain why she’s never had it so good, ha!