Silky, Smooth Sexism
It’s always the adverts. I would have a more balanced blood pressure level and a regular heart rate if those 30 second slots didn’t interrupt my watching of the rest of sexism on television.
Let’s think about those advert slots; 30 seconds times by around 4 adverts between each break in a programme, here’s what they us about women.
1. A car advert tells us that a woman is the equivalent of a hood ornament
2. A men’s fragrance tell us that if a woman gets a whiff of you, her clothes should come right off.
3. A supermarket reminds us that grocery shopping and cooking are, obviously, jobs only for women
4. The beauty industry tell us that a woman needs better hair, better skin, better eyelashes; they way you look when you wake up is grim for the rest of the world (in my case, this might be a little bit true, mainly the drool down my chin).
Sometimes there, something about PPI or claiming for injuries, but that’s about it.
That’s a lot of information in two minutes. That’s a lot of sexism in two minutes.
BUT wait, it gets better. The beauty industry is usually one that makes me bury my head in my hands with its constant preying on women’s self esteem and reinstating values that tell us that if we are to look attractive (which we can’t do without them) it better be to please a man – forget what you want in life, or what gender you actually want to be with. We are so normalised to it that we have a tendency to shake our heads and move on, but every so often, even our normalised sexism drops its jaw in the audacity of the marketing world.
This time its Veet, now usually veet falls under the “normalised sexism” category; yes it’s a pants, usually it tells us to hold ourselves up to beauty standards (standards being a rubbish word to use) that are unfair and a very narrow definition of the word beauty, but it has outdone even itself. DON’T RISK DUDENESS (also don’t invent words, Veet).
Yup. That just happened. You may be shocked into silence, perhaps confused as to who thought this was a good idea or looking into the abyss wondering what part of this angers you the most. Well, let pick this apart and find out:
1. If you don’t shave your legs, you are a man
2. If you don’t shave your legs, you are unattractive to men
3. Men, you should be horrified at a woman with hair
4. She shaved yesterday and there is already stubble -If anything Veet, that is you telling us it’s not worth it
5. Women, you should feel apologetic for being hairy
6. Women, you should feel apologetic for the horror that may be on the face of a disgustingly sexist man who has only a patriarchal definition beauty and is, by the sounds of it, pretty undeserving of touching your stubbly legs.
7. Feeling womanly is reserved to those who adhere to these beauty standards
8. That Veet is just a bit homophobic.
9. That hairiness is something you should be worrying about around the clock, like an impending doom or hairy zombie apocalypse
10. It’s kind of also offensive to men with a bit of a belly and a beard. Jump on the feminist bandwagon beardy men.
AND women it’s not just who you wake up next to that should be horrified at your disgusting natural body growth, what would the pedicures think of you?!!
Apparently, the taxi driver and the emergency medical staff would also be disgusted and make you feel ashamed, but I can’t seem to find those ads anywhere on the net. (fine with me!)
Thanks Veet, in 30 seconds you’ve been quite an education. You’ve reminded me and countless others (just take a look at my Twitter feed) that lazy sexism is the staple of the marketing world and one we need to constantly question, highlight and tackle. So with that in mind, you can complain here:
Or leave them a passive aggressive message on Facebook: https://www.facebook.com/veet
Or let the company that owns Veet products know that this is all a little bit pathetic on Twitter: @discoverRB
I am off for a cup of tea and possibly some deep breaths.