“OneTouch” Ad Commits Two “Isms” in Two Lines March 23, 2009Posted by Onely in As If!, Everyday Happenings, Heteronormativity, Just Saying..
Tags: brad and angelina, diabetes, lesbian marriage, lifescan, marriage mythology, Onetouch, onetouch chris, sexist wedding traditions, single people, singlism in advertising
Usually doctors’ waiting room magazines are where I look for my Brad and Angelina updates, but the other day I happened upon something else: an ad for OneTouch Diabetes Monitor that double-dips into singlism and sexism. Yay!
In the print ad, the headline across the man’s face reads, “Chris. Newly diagonosed. Motivated. Father.” Then in smaller text, Chris himself says,
I’m only three weeks into being a guy with diabetes, so I’m learning to check my blood sugar. Why? Maya, my four and a half year old daughter. I will dance at her wedding.