CIL: paint chips for femiphobia
(pointed out first by susurrat-tempestivus)
here is the facebook site…seems to be sponsored by the Home Depot!
“The colors she’ll want with a name he’ll agree to”
“Introducing colors men can say outloud”
-implying that a man’s masculinity can be threatened by repeating COLOR names (that everyone universally thinks are silly), and also implying that even though the names are “so embarrassing/stupid,” they fit right in with “women and femininity?” Excuse me, but no, I never advocated for a shade of blue called “Glistening Sea” !
“Given the right name, he’ll agree to any colour.” Â
-because men are stupid and so thankful you’ve named a color “beer” rather than “meadow brown” that he won’t even care what color his walls will be for multiple years?  What a great message to send.  Now even having color preferences is too feminine for men to participate in?  Good job CIL paints, I’m sure men everywhere are falling at your feet in gratitude.
Idk. It almost made me feel like it was a gigantic spoof of some sort, especially because their video ad was so terrible/low budget!  I mean, I’m being serious, is this definitely real?  In the video they show men (and women) identical colors (they seriously just flip over a sheet of paper basically, really obvious the colors are the same) labeled, for example, “Ballerina slipper” and “skin around scab” on the other and the men say “no” to ballerina but find “skin around scab” a more appealing color (I love how scabs are manly). And they basically say things I don’t believe anyone would be aware enough to say (BAD ACTING). There's a lot of implication in the video that women are supposed to "trick" men into going along with our decisions, rather than, I don't know, being mature adults and deciding on a paint color together.
Ha, “cuddle” v. “cement” -showing emotion and cuddling IS SO WOMANLY.  Men just want to touch sidewalks!
Well (fake or not, I really hope it’s an elaborate scheme but I don’t think it is considering all the time that went into it) it definitely is a case study in femiphobia.  They position the feminine as something "icky" and "less than," and if we womenz want men to do normal things like chose paint colors, we're going to have to masculinize every word!   They don't want to sweep the floor with a broom?   Just rename the broom "Beerfest bro" and he'll get right to work! Â
Because it's so funny to portray men as bumbling fools who need the reassurance of a masculine coded world to be able to do simply tasks!   Extra hilarity if you make it seem as if everything womanly is ridiculous. :)
If anyone wants to email them with a paint name that explains how you feel about this ad campaign, contact them at [email protected] !
