The Whining Culture

Out of Australia. If you can't beat 'em, whine with 'em:

Two recent controversial TV ads have provoked a rash of complaints to the Advertising Standards Bureau.

More than 30 people lodged formal complaints last month about a Morning Fresh dishwasher detergent ad that featured a woman striking a man over the head with a spanner.

"I find it offensive because it portrays the male in a demeaning manner," one complainant said.

Men were also said to be mistreated in a commercial for Country Cup soups, in which a policewoman detains a male mugger, landing a hefty kick to his groin. "If gender roles were reversed, there would be an outrage," a complainant said.

The bureau dismissed both cases. But men are complaining in greater numbers every year, according to the bureau's statistician, Neale Apps.

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