If only instant soup really could end the patriarchy…

Presscue links to a series of Romanian ads for instant soup which I can’t help both loving and hating at the same time:

godmother soup ad


On the one hand, these images rather effectively illuminate the way that sexism operates in the media – and there’s another more political one if you click through. It illustrates the problem rather marvellously.

It’s just such a shame that it – albiet jokingly – suggests that the answer is a packet of instant soup. Or, rather, it buys into the idea that all you need to do is unchain women from the kitchen and all our problems will be solved. If only life were so simple.

Here’s a fairly typical comment: