“Okay, so we want to perpetuate the lazy yet profitable stereotype that “thin” is a direct synonym for “beautiful”, while also paying lip-service to the notion that women have value as autonomous human beings rather than merely as objectified walking statues.”
“To achieve this, we will show a thinner-than-average celebrity in killer heels, being groomed and brushed like a prize pig in a county show and contorting herself into unnatural poses for the camera, while repeatedly using the word ‘confidence’. This will demonstrate in every possible way that we think women should define their self-worth entirely by how closely they conform to a near-unachievable aesthetic standard, without actually saying the words BE THIN AND WEAR MAKE-UP AND STRUGGLE AROUND IN STUPID SHOES OR YOU WILL BE UGLY AND HATEFUL AND NO-ONE WILL LIKE YOU EVER.
“And just to round things off, we’ll include the word ‘sparkle’. Because, as everyone knows, all women should be glittery like diamonds and tinsel.”
Couldn’t agree more,I had a rant yesterday about the new Irnbru advert,which is just nasty! I was told to develope a ‘sense of humour’. I do have one,I just don’t find sexism that much of a laugh,sad thing was it was mainly young women who thought it ok.
Oh yes, the “It’s just a bit of fun” get-out-of-jail-free card! I know that one too. (I usually like to ask them if they’d still find it funny if I made that joke about a black person, like “Ha ha, everyone knows black people can’t park cars” or “Ha ha, all black people are obsessed with shoes”, etc.)
Thanks for stopping by. I’d forgotten about the Irn Bru campaign. Might have to take a look at that one next. 😉
Cassandra I love you :):) What a fabulous rant, I do hope you were wearing something nice and glittery and pretty and slimming whilst you wrote it LOL. My favourite line is “prize pig in a county show” love it, love it and you are spot on (as usual) xxxxx
Oh, thank you! Glad you enjoyed it xxxxx
Oh god I hate that advert. Particularly the part where she is all ‘look at me back then! What a heifer!’ and in fact she looked completely normal and lovely.
Why are men not encouraged to sparkle? Women like men who sparkle – haven’t you seen Twilight?
Your posts always amuse me! I don’t really watch TV so this is the first time (thankfully) that I’ve seen this advert – I can’t get over how obnoxious it is. I particularly enjoy the necessity of flicky flicky hair to enhance one’s beauty, wonderfully demonstrated in this ad.