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CuisinArt “Vertical Rotisserie” commercial – A man’s kitchen can be his castle

December 23, 2009 Leave a comment

The place of men in general housework has long been an item of contention. One of the stickier subjects has always been cooking. Most professional chefs are men, and yet cooking at home is considered the duty of women. This has been changing, with more men entering the kitchen, and this CuisinArt commercial could show such a change in trend:

Now, I will admit that some may find the commercial cheesy or even creepy, but I am looking more at the meaning than at the acting.

Here we have a married couple in the kitchen, their daughter doing her homework. Mom is busy preparing dinner in a non-specific fashion. Then comes over dad. He offers to aid his daughter with homework, but she (politely) replies “no”. Then he moves to use the Vertical Rotisserie. The young girl is amazed that her father helps with dinner, but he then goes on to proudly declare how he can use it to cook perfect meats of any sort. His wife comes up to support him, noting its health benefits, and the daughter then goes on to give her full approval of her father’s participation in cooking.

What we get from all this is a man taking part in domestic cooking. He enjoys it, he is proud of it and he is supported in doing it by both his daughter and his wife.

Now, I am not an average man. I don’t eat meat and I already cook plenty, but I can see how this sort of commercial could actually have a positive effect on encouraging men to join in the work of the kitchen. It is this kind of positive reinforcement from women which men need in order to feel confident doing something. Everyone wants to feel appreciated, that’s natural. Feminists have long complained about how housewives are under appreciated. They now want men to assist at home, but there is little emotional support for such. However, a lot of people’s view on such topics is influenced, maybe even heavily, by what they see in the media.

When it comes to getting men involved at home, as much of it has to do with women supporting them as with the men themselves moving past the old stereotypes within their own minds. Media like this (and matching behavior from family members) could go a long way toward integrating men into domestic work.

If we could get women to ‘hand over the keys’ of the kitchen to their husbands (provided the men have the time to take it up), I think many would be surprised by how well things could go.

Categories: Commercials Tags: , , ,