(Você nunca imaginou que o grande amor da sua vida seria alguém baixinho e careca)
“You had never imagined that the greatest love of your life would be a short and bald guy
“You had always liked tall and dark-haired guys, until the day when you fell in love with one of them and got married. But, when your son was born, a new feeling came over you. And, nowadays, however much you love your husband, now a new little guy makes you sigh. Having a son changes everything.
(Claudia Magazine, Brazil, May 2004)
The ad intends to be funny, associating a son’s arrival with the standards of masculine handsomeness that are already disseminated in the society. It doesn’t “invent” or “propose” these standards. It evocates them, gives them emphasis and solidifies them in the text. It can be seen below:
Short and bald men aren’t part of the imaginary of “the greatest love of your life”. Tall and dark-haired guys are.
The second point is more sensitive and refers to the place of the husband and father in the family. Pregnancy leads mother and son to an earlier attunement. The postpartum period is also a time when the mother-baby pair seems to be a unique person. It naturally creates an unbalance in the former couple structure. The man, as a husband, no matter how he is still “loved”, is no longer “the greatest love” of his wife’s life. And, as a father, he tries to be included in the family. Mostly, he doesn’t have any reference for that, because the fading family model hadn’t considered a father’s presence as they do nowadays.
It’s not in vain that the father figure is absent in the ad. There is a change in the woman’s interest after her son’s birth: “a son changes everything”. It cannot be denied and is also necessary. But it must be understood in its whole extension and be treated with kindness, in order to include – and not to exclude – the man, in the process.
You can also see:
This post in Portuguese: Baixinho e careca