Uh oh—here is the latest reason to be offended by normative gender divisions. The California Milk Processor Board has a new advertising campaign that focuses on the milk’s ability to alleviate PMS symptoms because of its vitamin D and calcium levels. The campaign’s approach to promoting this health benefit, however, is a sexist display of men with gallons of milk, cowering in fear of PMS-ing women counterparts.
“Don’t you just love when men tell you how to laugh at yourselves and your wild mood swings, ladies? A healthy, balanced diet is a thing of beauty. But with its ugly new campaign, the milk board just might find a whole lot of rampaging female consumers suddenly feeling mighty lactose intolerant.”