“I Would Never Do That”
This is yet another example of “evasion through hyperbole” – a phenomenon well documented on this blog. Succinctly, this commercial works precisely because it conceals itself behind the premise that no – or at least few – men actually do such things (and therefore deserve to be laughed at, and therefore this is just harmless humor), and yet at the same time that very concealment allows the vast majority of men who actually do such things (albeit not so blatantly) to think that they don’t.
Obviously this man is taking advantage of that woman. He is gaining something from her (higher esteeem for him) that he doesn’t deserve (because isn’t actually the one doing the chore of picking out the furniture). The appeal of the commercial is the rationalization: “Well I don’t to that, so therefore I don’t do anything like that. That isn’t what my relationship is based upon.”
Communism/socialism is the doctrine that all people are entitled to an equal (or at least adequate) share of a nation’s wealth, regardless of the degree of their contribution to the creation of that wealth. In practice, because it ignores basic economic principles, this doctrine results in dictatorship – which means that the only things which are ever actually “equalized” are the various petty details of one’s life (what kind of light bulb he can purchase, how many viewpoints he is allowed to be exposed to, what kind of haircut he can have). As Western culture continues to become more communist/socialist, Westerners – correctly – sense that their individuality is being threatened. The result is an emotion-based rebellion. People begin to cling to anything and everything that is “theirs” – no matter how irrational and self-destructive – simply because they fear if they don’t, then they have surrendered the battle for their independence, identity, and freedom.
Women, for whatever reason, are especially prone to this type of existentialism – and therefore the key to romantic success with them is to flatter it (even if you think it is wrong). In other words: to gain her approval (by making her believe that she has yours) even though you don’t deserve it (because she doesn’t actually have yours). This is simply a more subtle – although pervasive – form of exactly the same thing that is dramatized in this commercial. It’s exactly the sort of thing that this commercial is intended to help the viewer evade (so that he will have a moment’s pleasant reprieve from the self-contempt he feels as a result of his willingness to be stupid, and therefore – hopefully, from Ikea’s perspective – think of Ikea the next time he feels that contempt as a result of yet again being fake).