as: unrecognized option '-mcpu=arm1176jzf-s'

I am trying to compile some C to run on a friendlyARM for days now without
any luck, i think im close but getting this error:

kevin@kevin-VirtualBox:~/Desktop/makef$ make
arm-none-linux-gnueabi-gcc -c -o obj/main.o main.c -I./
as: unrecognized option '-mcpu=arm1176jzf-s'
make: *** [obj/main.o] Error 1

Does anyone know how to what this error means and how to fix it?

steps i have tried:

1

touch *.*
make clean
make 
(error as: unrecognized option '-mcpu=arm1176jzf-s)

2

touch *.*
make clean
make ARCH=arm CROSS_COMPILE=arm-none-linux-gnueabi-l
(error as: unrecognized option '-mcpu=arm1176jzf-s)

the Makefile :

IDIR =./
CC=arm-none-linux-gnueabi-gcc
CFLAGS=-I$(IDIR)

ODIR=obj
LDIR =./

LIBS=-lgd -lrt

_DEPS = main.h Makefile
DEPS = $(patsubst %,$(IDIR)/%,$(_DEPS))

_OBJ = main.o serial.o fb.o menu_main.o timer.o cmdin.o buzzer.o
statemachine.o inout.o network.o text_file_input.o text_file_input_oven.o
OBJ = $(patsubst %,$(ODIR)/%,$(_OBJ))

$(ODIR)/%.o: %.c $(DEPS)
    $(CC) -c -o $@ $< $(CFLAGS)

main: $(OBJ)
    $(CC) -o $@ $^ $(CFLAGS) $(LIBS)

.PHONY: clean

clean:
    rm -f $(ODIR)/*.o *~ core $(INCDIR)/*~

Just a wild guess: "as: unrecognized option '-mcpu=arm1176jzf-s" means the
assembler (aka "as") is called with this parameter. But it should be
"arm-none-linux-gnueabi-as" and not "as". "as" only sounds like your host
assembler. But the compiler always calls its corresponding assember
counterpart. Or at least it should, don't know why not in your case.