IS THIS SEXIST??? comment & win

Last month I asked y'all to comment on our bizarre take on Easter (see a few posts previous).  Some of you had some REALLY insightful comments, and I would love to get some more on this month's LoveSac ad/window poster: "Mom's Love Sac too."  IS THIS SEXIST?  Comment here.

I guess it could be viewed as sexist on a few levels...but without any hints, what do you think?  Or is it just cute?  Or just funny?  Or not funny at all?  What feelings/emotions/thoughts does our image conjure up?  Is it good for sales, or not?  Does it get your attention, or not?  Do you care?

Anyway, please let me know your thoughts by leaving a comment.  I read every one last time. I will send my favorite couple of comments (submitted no later than Thurs April 30th) one of our limited edition MOM blankets (shown in poster), just in time for Mother's Day!  Don't hold back.  Say anything you like, good, bad, or ugly (but no F words).  My "favorite" comments aren't always ones that praise our work.  I just like a good point.

Rock on (from the dark side of the planet)... I LOVE MY MOM!  HAPPY MOM'S DAY!

-- Shawny D.

Comments

[Amanda]

Everything, it seems, nowadays, has to be so painfully, rigidly, politically correct that it chafes. I do believe that as a woman, I can do anything I put my mind/strength/determination towards. I also believe that I was designed (and not all women were) to be a nurturer. I do not have children of my own, but I do have a class of one year olds that call me mommy as they wipe snot on my shirt.

I love the classic, retro aspect of this ad. If it were lacking a few things, like the pregnant belly and the spoon... the whole thing would make no sense. When it comes to an advertisement, you only have a few precious seconds, if that, to catch someone's eye. If it doesn't make sense at first (obviously displaying a certain role) most likely, you've lost the attention span of the customer. In this instance, you obviously caught my attention, and amused me. Good job.

Now, would it make everyone else happy if for Fathers day, you put out an ad with dad on his Sac (with the sport utility cover, of course!) in the backyard, with the grill in the background, spouting flames, a beer in one hand, and his belly sticking out? Maybe with the children playing in the background, with one of them tied upside down to a tree? Oh, and don't forget the extension cord to the tv, with the remote in his hand. What do you think?

[Shannon]

ok...first off....shouldn't she be barefoot?!?! Anyways, I really don't think this is sexist, and as a mother, I do not take offense to it. I agree that Lovesac has a retro-type feel, so all this conjures up is visions of the "stereotype"; barefoot and prego...(although this mom has shoes!!). We all know that women have been tremendously empowered in the last 50 years...but even as a professional, I still do believe that men and women do have defined roles in the home. Let's face it, women do some things better than men, and likewise men do some things better than women. NOW LADIES>>> that doesn't mean we have to stay home and take care of babies our whole lives...but we usually are a little more nurturing than men.

I also like the fact that, yes guys....we do need a little time to rest even if we do stay home...The work at home can be harder than doing your 40 plus. Stay at home Moms usually put in more than 40 hours with no real compensation; so appreciate that your toilet is clean, the dishes are done and your plate is ready when you come home!

That said...the only negative this ad seems to bring to my mind is that whole "depressed, deprived, woman on Valium" of the 50's...maybe all she really needed back then was a Lovesac?!?!? WHATCHA THINK?!?!?

[Shawny D.]

I REALLY like this stuff.

[Eric Bennion]

No way that is sexist she has shoes on ;)

[Richard Hurley]

Well I was introduced to the Love sac world by my live in/stay at home girlfriend, and she has been begging and begging for one for ever. So I ordered the Super love sac. It hasn't got here yet (should be here this week)and ever since I told here I ordered one all she can say is how she wishes it was here and when it get's here all she wants to do is make a cocktail and relax all day every day. Which is exactly what I though of when I seen the photo of "Moms love sac too". She describes sitting in one like there is no care in the world because your in a love sac and life can't get better. All I know if I like it 1/5th as much as she talks about then I’m happy, if I like it just as much ill be getting a new furnisher set (and a membership to AA) J/K

[Sarah Rho]

I think that LoveSac definitely has a retro-groove vibe. To have this mother in her Sac with a Blackberry/Laptop/Bluetooth in a business suit would look completely silly. I feel that LoveSac likes to poke fun at the life. In a way this ad is Non-Sexist for BEING sexist...people (especially where I live) don't necessarily buy into the idea that Moms a) wear curlers b) cook every meal and c) are constantly preggers but it's funny to reminisce on the past to be able to appreciate how far we've come. The beauty of feminism is that you can choose whatever path you want--whether you want to be snuggled in your Sac with a baby on the way and the meatloaf burning in the kitchen OR you have no intentions of having children, want to travel the world with your partner and eventually come home and snuggle in your Sac. Whew.

[Julie]

I love it!! I don't think its sexist. I just got done reading Mattie's comments and this is what I think...I think its so so sad that women don't think they are good enough so they try to be a man, you know what I mean? Women and men are different, they are suppose to be different. That doesn't mean woman can't succeed in the business world and it doesn't mean men can't be nurturing. The poster is funny...not really TRUE to life but funny all the same. I am a stay at home mom with 5 kids and I never stop going. I cook, I clean (sometimes) I love on my kids, I run them everywhere, I go to lunch with the ladies and I actually make a difference in the world by teaching my children good values so they can grow up and make a difference in this world. I am proud to raise a family and be a mom. I would not want to go to some crappy job every day and have to do what a "boss" tells me to do. I love the freedom I have of being a mom and a strong woman. I don't think "career women" who don't get to have kids have much of an opportunity to reach their full potential. I think the "liberal woman" needs to get a reality check and chill out and enjoy life.

[Katie]

Re: 'Mattie' - What I find sad is that you were raised to feel unreasonable and incapable. I certainly wasn't, nor were any of my strong, independent, successful female friends. The implication that girls are so 'simple' that advertisement shapes their entire view of themselves is preposterous. Seriously, please stop perpetuating this garbage - if anything, you're adding to the problem, not helping.

No 'white men of power' are telling me anything about myself, and quite frankly the whole 'woe is me' and mindset that we're spoonfed our thoughts and opinions is so offensive I want to scream. In the age we're living in all I see are ads promoting strong women in leadership roles, and frequently at the unfortunate expense of men. There's overcompensation : Men are portrayed as stupid, helpless and lazy; Women merely 'tolerate' their presence. But keep in mind, I don't watch MTV or crappy teen shows, and I certainly don't intend for my future children to watch them either. If your issue is with kids being raised by the media, that is a completely separate discussion - and has more to do with a lack of parenting than anything.

Are you aware that the CEO of this company is a woman, who ::gasp:: raised kids? Who earned her MBA while WORKING full time? Please stop spewing what you heard in some freshman Intro to Women's Studies course and THINK about what you're saying. 'Every man wants a woman at home with a baby in one hand and dinner in the other'? Seriously? Not my husband, or any man that I respect or even know for that matter. In fact, I haven't cooked since I got married. You're strengthening the glass ceiling my dear, so pardon me if I very strongly disagree with your skewed viewpoint on the world.

[Shawny D.]

Travis - you'll have to email Ben to find out about that rug. Mattie -- wow. I wouldn't dream of arguing with you. White males suck.

[travis (DALLAS BABY)]

SHAWNNNNNNNNN
Dude whered you get the rug for this poster? Its sick, I want one.

[Mattie Dykema]

What is sad are the people who feel that this ad is not sexist. Gender roles are socially constructed in this society by a male dominated patriarchy. Men (white) have defined gender roles since the beginning of time. The roles placed on men are to work and be emotionally absent, while women are nurturing and cook and clean. This concept has been engrained in our (women’s) minds that we were “born” this way, and that is the reason it is socially accepted by even moms! From the day we were born we were given a PINK blanket and then labeled: unreasonable, incapable, nurturing, fragile, cook, mom, wife, and virgin. This was done by men of power to control women, to construct their emotions, to define what their role is in life. The poster for mother’s day is only perpetuating these gender roles. Ads across America, tell us what is beautiful and how to obtain it. Advertisements on TV make women believe that men will not want them if they don’t look like an 18 year old girl. If men don’t want them, how can they be moms one day and cook? Ads like this one are telling us that our role is at home in the kitchen, and for mother’s day the appropriate gift is something that makes our stay at home more comfortable. Young kids learn gender roles not only by the family members and school teachers; it’s the MEDIA that actually affects more children, now that is sad. So this ad is shaping young girls minds that a mom sits at home and cooks and cleans. These young girls grow up get married have babies, without ever developing to their potential. So I think it is amusing that men believe they can actually have an opinion about this. Men (white) are the reason this poster is up. Every man wants a woman at home with a baby in one hand and dinner in the other (cold beer in the fridge). Now I know there are exceptions to everything I’m saying, and not every woman aspires to be a mother anymore and sits at home all day. I believe we need to look at the power of advertisements in shaping our roles in society.

[Chris Pletz]

Here is the story behind the picture.

Rosemary was off cooking dinner for her husband after he had a hard day at work. She looked so inviting while bent over the stove he picked her up and threw her on his sac, I mean their LoveSac. While dinner was burning in the kitchen, they were putting something else in the oven on their LoveSac. Max (the husband) finished early and noticed the fire in the kitchen, he hopped off the sac to go put out the fire while Rosemary yawned and fell asleep on the LoveSac. Max cleaned up the mess for his now expecting wife on Mothers Day. Poor Max worked all day, worked all night but there was still room for him to crash next to her on the LoveSac.

The End.

[Katie]

Do I find this sexist? Please. It's campy and fun, and I would imagine deliberately so. LoveSac has to acknowledge it's retro roots - even when it's expanding and growing, and coming out with modern and innovative products. It's the beanbag vibe, you know? I can't even count how many people that are madly in love with Sacs reminiscing to me about their old school beanbags.

This image (wacky wallpaper backdrop of a gingham dress, apron, and patent heel wearing mom-to-be in curlers and HORN RIM GLASSES - do we really think that this is literal gals?) gives me the warm fuzzies, personally. Don't we all long for a simpler time when things get rough in the world? Economy my foot, this is adorable.

I admit I may be biased. I grew up in an era of having a choice - I can pursue my career to it's fullest, or I could be a SAHM and be fully invested in my home and family. Heck, I could (and plan to) do both. And it's MY choice, regardless. This artwork is what it is - a fun, cute, romanticized but funny throwback. A beanbag with a spin, with that extra thrown in. I think some people need to relax.

You want to be offended? Back to School/BigFan was sexist and offensive as all get out to me. As a woman, and in general as a consumer. Go take a gander at that.

The next scene for this poster - Rho takes her curlers out and gets all fancified. Hubby comes home and sees that dinner isn't going as planned, and takes her out for a romantic pre-baby dinner. Then he rubs her feet and agrees to cook or pick up takeout every night until the baby is 2 months old. The End.

[Iain]

This is AWESOME. It is witty and crass yet totally not offensive. I think the big difference between this poster and your easter one is the image is not disturbing, it just something we can all related to in one way or another - you can imagine your mom trying out your LoveSac and enjoying it.

Of course moms love sac, that is how they became moms in the first place.

[Ross]

What's sexist is that everyone seems to assume that mother in this poster is a wearing the apron and the curlers because she is cooking/cleaning/momming. As you can clearly see from the smoke on the top of the poster, the food in the kitchen is burning. My mom, for one, would never let this happen. My DAD, however, would. I see this as the Dad is in the kitchen, slaving away, while burning dinner as usual. Mom is chillaxin' on her LoveSac waiting for her mom's day meal of cindered meatloaf. So why the getup with the apron and the heels, you ask? Well, Mom's love Sac and some Dad's have strange fetishes. Dad's not in there screwing up dinner for nothing. None of this, however, explains why the mom's left arm is bent at some freakishly obtuse angle. Does that model not have an elbow?

[Shawny D.]

I am really liking the input from both camps on this one. I really am. Heck, I wish I was a modern woman in business - I gotta believe they can get it any way they want in a boardroom full of dawg-like men.

[Candice]

Shouldn't she have bare feet? Anyone that's offended by this needs to get a life. It's an over the top portrayal of a stereotype. It definitely gets your attention!

[pam]

p.s.
It's the best Mother's Day Ad LoveSac has ever put out.

[pam]

Sexist, Schmexist... It's Mother's Day! Moms are busy trying to look good, and make things perfect. They need to unwind...relax. "Do I take Prozac, Valium or a LoveSac?" The truth is, once you lay in your LoveSac, you breathe and recharge. It's natural. Kids? They don't need to be in the picture. She lost track of time, the kids and oops dinner.

[pam]

T h e b l a n k e t r o c k s.

[jd smith]

Yes it's sexist. It's a throw back. I love you and your products but I do find the picture offensive. While I am a mom and cook and clean I don't wear an apron or curlers. The 21st Century woman has a lap top and cell phone as her accessories instead. Showing kids or toys on the floor, dirty dishes in the background, a cell phone, to-do list, computer, etc. while the mom is resting in the midst of it all, now that would be an ad I could relate to. I am a full time mom but I work in many areas of the home to make the best life I can for my family. To me, this picture, while I understand the intent of humor, belittles the reality of how hard women in the home really do work and how much they need a rest. I go into your stores just to put my feet up for 5 minutes. I'd love to have your furniture in my home but would be embarrassed by this ad.

[jd smith]

Yes it's sexist. It's a throw back. I love you and your products but I do find the picture offensive. While I am a mom and cook and clean I don't wear an apron or curlers. The 21st Century woman has a lap top and cell phone as her accessories instead. Showing kids or toys on the floor, dirty dishes in the background, a cell phone, to-do list, computer, etc. while the mom is resting in the midst of it all, now that would be an ad I could relate to. I am a full time mom but I work in many areas of the home to make the best life I can for my family. To me, this picture, while I understand the intent of humor, belittles the reality of how hard women in the home really do work and how much they need a rest. I go into your stores just to put my feet up for 5 minutes. I'd love to have your furniture in my home but would be embarrassed by this ad.

[Sara]

The first thing that I thought was that this is a clever poster. I love the fact that the mom is actually relaxing in it. It makes me think of my own mom. I have found her several times curled up in my lovesac sound asleep after a long day at work. In my opinion if the mom in this poster wanted to take the nap or relax everything else should have to wait!

[Carla]

I love the ad and I am a mom. I think to calm all the sexists remarks you should be sure to put out a near identical ad for father's day with a dad(rollers, apron, pregnant belly and all!!) Yes men can be pregnant now ;) lol.
Then things will be equal for sure. :)
As for sales and attention:
I would say that it did get my attention, since I've been reading your blogs for a while and this is the first time I've been compelled to respond to one.

[TinaB]

I absolutely love this poster - it's retro and cute. Personally, I am way sick of everyone trying to be so politically correct. It takes the fun out of everything. I'm a woman and I'm a mom, and I don't feel that this poster is sexist. More like reminiscent. It reminds me of what women looked like on TV before shows like the Flavor of Love, Girls Gone Wild, the Bad Girls Club, etc. It reminds me that we need to lighten up in general. And it reminds me that maybe we should sit down for a meal or two with our families. I love it and I love my mom too!