We are taught sexism and gender roles in subtle ways. The Klondike commercials are only one example. But they offer something different than the regular buffet of the beer commercials that make fun of gender stereotypes or play them up (not to mention just about all other household cleaner commercials). The Klondike commercial makes no qualms about rewarding males for sexist behavior. We aren't talking about violence against women, just the simple act of putting away his OWN dirty dish or resisting an urge to look at another woman while sitting with (what one presumes is) his wife.

When men are rewarded for doing things they should do out of mutual respect, gender oppression is subtly reinforced. We laugh that the "wife" is excited that her husband has put his dish in a dishwasher, without making the connection that this happens everyday. It is why women work longer each day, make less, and end up wondering why they can't win in the balance of work/family or shatter the glass ceiling instead of cracking it (18 million times)!

For those readers who think that I'm overreacting, consider the litany of things I hear on a weekly basis from fellow female friends, "I feel spoiled that my husband gets home at 5:30, so I can have a break." "Oh, I have to leave all his meals made for him or he wouldn't eat." Recently someone said to me, "How do you get your husband to do the laundry?" And on, and on, and on . . .

First, I don't get my husband to do anything. We are partners, that means we split things. I don't like laundry; he does. I like keeping track of what items have to go back to school each day for each kid and what they want in their lunch; he doesn't. Though, I should note, we are both FULLY CAPABLE of doing each other's jobs if needed. For those who think their husband wouldn't eat a meal if it weren't prepared . . . try it. I'm sure he'll find something. If he can hold down a job, he can locate food. And for those who think they are being spoiled to have a husband who comes home to help with the kids, he's a parent too. Being a parent carries certain responsibilities . . . like caring for one's children.

It is wrong to perpetuate the stereotype that men don't need to or can't do tasks around the house including caring for children. It is equally wrong to suggest men should be rewarded when they do domestic tasks or care for children (or care for their wife above looking at other women). It is sexist and derogatory to let men lead lives so narrowly defined! As soon as a commercial shows a couple sharing equally in household tasks or caring for their children or gazing into each others eyes with mutual love, I'll buy them both a Klondike!