Mr. Clean is turning over in his grave.
I apologize for the suggestive nature of this photo, but I think that it is necessary to assert my point which will be mentioned soon. First of all, I cropped the picture a bit to make it more appropriate... although this ad for Lynx Shower Gel, presumably a men's product, is still highly offensive. As I thought about my blog, I decided that because of how politics bring out the worst in people, I would not deal with such topics. But... I am such a feminist that upon seeing the latest Axe commercial for "Axe Dark Temptation" that I must speak my mind, particularly the disgust that is harboring in the darker crevices of my brain for the filth that is littering television and ultimately, a grand population of viewers.
Getting back to the matter at hand, I accept that advertising to a certain audience would mean compro
mising others. Ergo, in the ads for men's products, women are often objectified for money's sake since it is widely believed that the male population is enamored with the overly sexualized woman. In reference to what I said earlier, in the new Axe commercial, the slogan is something to the effect of, "even more irresistible than chocolate" which plays off an obvious female stereotype. In the ad, a man uses the spray and turns to chocolate, giving little bits and pieces of himself for every trophy of a woman in the commercial. It just so happens that every girl fits into the definition of the "overly sexualized woman" that I had talked about briefly a moment ago. The commercial even goes so far as to encourage voyeurism, unnecessary PDA, and perhaps even a menage a trois between two girls and a creepy chocolate dude. I am referring to... and God, I am deeply disturbed by... the scene in the movie theatres when the guy has two girls, one on each side of him, licking his neck with chocolate smudged all over their faces.
In this patriarchal society that we find ourselves in, women are constantly being patronized, especially in these terms. They are either interpreted as sex objects, like in these commercials, or pure and virgin, giving little space to take pride in female sexuality since it is either one extreme or the other. On the meanwhile, men are so easy to flaunt and discuss topics that would be taboo from what we judgmentally believe of the female population...
Although we have gotten far with certain writers and activists, the double standard today is still in effect and it still hurts the women. Gosh. Where's the justice, gals?
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My Conclusions:
- I think I hate the smell of Axe.
- Axe is not some magical love potion you spray on your hairy chest so girls will lick it. Ew.
- Old Spice is more testosterone in a bottle and the commercials show it. Blah.
- I'm a feminist that doesn't believe in equal rights between men and women because I recognize the extreme differences in the genders. I believe in women protected by law, since I am deeply passionate about helping hurt/injured/mistreated women, like victims of rape and other things.
3 comments:
it makes me giggle that some people write "wash me" on dirty buses and cars.
If you think this commercial is bad, then you need to see the new commercial for either Levi or Wrangler jeans. I forget which one-- I just know it was a jeans ad. Anyhow-- it borders on pornographic! It's a guy and a girl rushing home for a one-night-stand, and while they're ripping off each other's clothes, they're confessing the lies they told one another that night "I'm not really a ____" or "That's ok. This really isn't my apartment." (then it pans to a group portrait of a 4-member black family --the guy and girl are both white).
And then just about the point they're getting into bed (barely avoiding pure nudity shots), the screen goes to the company icon and slogan, which was something to the effect of (and I forget what exactly was said) "Live with your buttons open" or "pants off" or something to that effect.
I only watched the whole commercial because I was immobile due to shock at what I was seeing. At first, I wasn't even sure it was an ad at all, and thought maybe the channel had suddenly changed (like the dog stepped on the remote or something) and it had switched to some raunchy b-grade HBO movie.
It was probably one of the MOST degrading (to women) commercials I've ever seen.
"I'm a feminist that doesn't believe in equal rights between men and women because I recognize the extreme differences in the genders."
What differences? Have you done any research on whether or not these 'extreme differences' are inherent traits or simply socially-rewarded stereotypes? I'd recommend Myths of Gender or The Mismeasure of Woman. Also, even if women and men WERE inherently different, why would that mean they should get different rights?
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