October 29, 2018
Вокруг российского филиала IKEA разгорелся скандал из-за поста в Фейсбуке: в нём компания дала рекомендации на случай, «если вы случайно поцарапали его машину или погрызли тапочки». Теперь её обвиняют в сексизме, извинения не помогли https://t.co/JwqhoRuX4V pic.twitter.com/2yHhkSmdeH
— TJ (@tjournal) October 27, 2018
There is nothing more offensive to dogs and dog owners than the idea that a lowly woman could ever compare to a dog.
IKEA’s Russian branch has got itself in hot water over a Facebook ad that some users saw as comparing women to dogs and purveying sexist stereotypes. The company deleted the post and apologized after the outcry.
The controversial post featured a Jack Russell terrier dog sitting at a table in front of a serving of pancakes. “What to do if you’ve scratched his car or chewed on his slippers: Cook pancakes with jam; put on the table his favorite [IKEA brand] rag; greet him with a faint smile; avoid saying ‘honey, we need to talk,’” the caption for the post read.
The text did not imply who the dog was meant to depict or by any means hint at the gender of who the “instruction” was written for. Some users, however, took offence, jumping to the conclusion that the post addressed females and the terrier represented women. IKEA was then bombarded with accusations of “cavemen sexism.”
“Do you realize you’ve just compared to a dog at least 50 percent (and likely even more) of your target audience? It’s obvious you’re sexists, yet really dumb ones. I wish you huge losses,” one angry user wrote.
“It’s kind of a woman is a pet, just like a dog? You thought it out well, didn’t’ you?” another one wondered.
Okay, so this is another strike for feminism in Russia.
Seriously though – let’s be real here.
A dog is loyal, intelligent, wants to help you, is nice to you, is fun to be with, has honor, has a soul – a woman is the opposite of all of this.
Anyone who can argue that a woman is somehow above a dog is either a liar, a woman or a lunatic.