dockers-wear the pants

This web and print campaign from late 2009 hails khakis as the “call of manhood” – the only solution to the androgynous evils of our “genderless society.” The advertisement describes how, back when men wore pants, they “took charge” and society functioned smoothly. But as men began sipping lattes, eating healthfully, and dancing at discos – and as women in turn began to wear pants – cities began to “crumble.”


What tactics is this advertisement using to convince men to purchase khakis? What tactics does the ad use to tell men what they should like?

What kind of image of masculinity does the ad convey?

What statements about increased gender equality does this advertisement implicitly endorse?

Why is there a “Shop Women’s” button at the bottom of the ad?

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