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The Doritos Ad Wasn’t Funny
A sexually aware child who essentially serves as man of the house at the age of five? Hilarious.


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Dennis Prager


The New York Times recently published an article titled “For Some Parents, Shouting Is the New Spanking,” in which it noted that many parents now regularly scream at their children in part because they cannot spank them. I am not at all certain that being screamed at by a parent is an improvement over spanking.

The Doritos kid deserved a physical response from this man — as in pressure on the offending arm. With regard to the argument that this man was not the boy’s parent — and the terrible fact that there is far too much hitting and abuse of children by stepfathers and boyfriends — I do not believe that only parents may physically respond to a child. Teachers, for example, should be permitted to do so — I was physically dealt with by a number of teachers, and in every case I deserved it. I also did so as a camp counselor — to great effect. And so should the man whom the child in the ad smacked. In an ideal world, all adults raise all children in some way.

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Second, the two adults in this ad act, to say the least, very irresponsibly.

The man acts and speaks like a lecher and moron. And the woman should not have exuded sexuality for a date in front of her little boy.

Those who argue that the boy was just defending his mom may well be right. But that only further reinforces the point of what a dysfunctional scene the ad was portraying: A leering man, a mother dressed in a sexually provocative way, and a sexually aware child who essentially serves as man of the house at the age of five.

Finally, people only find funny that which has some truth in it. Would this ad have worked as well if the characters depicted were all, let us say, Asian-American? Would it have been as effective if it portrayed whites acting this way?

Tragically, it worked in part because the characters were African-American. The unimpressive sex-on-the-mind male, the sexually provocative single mother, and the prematurely sexually aware and violent boy who is man of the house were familiar — either as an inaccurate white stereotype of much of urban black life, or as an accurate stereotype of much of urban black life. In either case, the ad is not funny at all.

Dennis Prager is a nationally syndicated radio talk-show host and columnist. He may be contacted through his website, dennisprager.com.



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