With today being Mother's Day, I figured I would comment on something that happens around specific holidays, with today being one of them. Usually around Mother's Day, Valentine's Day, and Christmas, you'd be hard pressed to flip through the channels on your television and not come across one of those insidious commercials for Kay Jewelers, whose infamous slogan, "Every kiss begins with Kay," has put unnecessary pressure on men to shell out hundreds of dollars on a fancy necklace. Probably more offensive, though, is the implication that women need some kind of financial incentive to have any kind of physical contact with their husband or boyfriend.
The commercials usually start out with the dipshit, no-brain husband stumbling over his words while his wife looks at him disdainfully. It's meant to be funny, but it's too condescending to be so. Eventually, the husband pulls out an aforementioned piece of jewelry and suddenly, the female's eyes light up and she leans in for that perfect Hollywood kiss.
Aside from being really cheesy and sappy, this is really patronizing to both sexes. It plays off of that old sitcom cliché of a woman wondering why she married her allegedly dumb husband until he pulls out something shiny.
So let's summarize: men have no idea what women want, but Kay does. Women want something expensive and pretty or else they have no reason to ever kiss, touch, or love the man in their life. Maybe I'm overthinking this, but this has bothered me for years now. Relationships are built on everything but the size of the man's wallet, but Kay seems to believe women think otherwise. And if Kay Jewelers is narrow-minded enough to use this as their main selling point, then I don't see any reason why I should buy from them. I'll stick to overpriced lawn chairs from Linens 'N' Things, thank you very much.