R0bert, I've worked with blue collar men or been one myself for most of my adult life. That ad would not appeal to any of them. Such men are always on the lookout for a p!sstake from some pointy headed nitwit and they do not take kindly to being accused of lacking courage.

I'm sure you're right about their intended market, because that's the demographic which has suffered most from the structural changes in the economy as the femiconsumerist model was pushed, but the aim is way off.

In my view it's a simple waste of money.

Pelican, you're quite right, but the role of women as agents is deliberately ignored by researchers and policy-makers, while at the same time we're being told that the same people who can't be responsible for their own behaviour are the best people to be at the top of our social structures, while the ones who are always responsible for their own behaviour are fit only for low-skilled work.

There's a huge cognitive dissonance at the heart of the feminist argument, which is bad for everyone.