How would you react to Mother's Day commercials trying to sell you vacuum cleaners or stand mixers? Would you find it demeaning and sexist? Stereotypical? Dare I even say ... gender normative?
Why, then, is it acceptable to run Father's Day commercials selling power tools for dad? Or lawn mowers. Or chainsaws.
I suspect we would see many tirades screeched and many hair-shirts donned if KitchenAid ran a commercial suggesting that Mom really wanted a new mixer for Mother's Day. Or if Dyson hinted that Mom wanted something that really did suck for her special day. The thought that we should get our parental units a traditional gender-appropriate work item would be met with, at best, stony silence if it were the female unit.
Yet make it a power tool for dad and everything is right with the world. Why is this? If you really want to break down gender stereotypes, *Mom* should be getting a chainsaw for Mother's Day, right? Why shouldn't Dad get a new bread machine for Father's Day? Or, even better, why not suggest that neither parent get a gender-*anything* present for either day - if that present means doing work.
Instead, by only showing offense at one particular gender stereotype, you lessen the effect of your message.
Then again, the beclowning of "teach men not to [bad action]" rather than teaching women to own their empowerment does that just right, too...
That is all.