Walking through my local shopping centre the other day I saw an ad for the latest Dr Lewinns's skincare range. I was disappointed and a little bit offended that something so sexist was allowed to go to print. Take a look:
Really? Simple and uncomplicated. Gee, thanks.
Yes I do realize they're probably trying to be funny or sarcastic but I think they've missed the mark.
Can't we have advertising that doesn't play to female stereotypes? If it's not gigantic boobs and legs that go all the way up it's dimwits and morons. Why do we put up with this?
It's a slap in the face to Feminists everywhere. Yes, I'm a Feminist. It's the other F word. Like Cheris Kramarae and Paula Treichler said, I believe that "Feminism is the radical notion that women are people".
But look a little closer...
This is the real ad I saw. It says men, not women (I know, I know, my photo editing skills are awesome, I'm expecting the graphic design job offers to come pouring in now).
If the ad genuinely said women were 'simple' there would have been women getting their knickers in a knot, and rightly so. But saying men are simple? Well that's just hunky dory because sexism doesn't count for men, right? Just like you can only be ageist if you're young and racist if you're white. Whatever.
If women don't like being called simple, why would men?
If the only way we can feel better about ourselves as women is by ridiculing men then we still have a lot to learn.
Do you think there a sexism double standard in advertising?
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*Please don't leave an explanation of the offside rule as a comment, I do actually understand the offside rule, I just don't understand the offside rule.
EDIT: I realize I do the He Did What!? Wednesday guest posts but if you look back at the original post, they're not about man-bashing. They're about venting on a partner. Men and women are welcome to submit about their male or female partners - as yet, only women have submitted a post about their male partners.
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