Even though it's 2013, people (advertisers in particular) don't seem to know how to address strong, beautiful women. If a woman doesn't meet the cultural (but unrealistic and unhealthy) ideal of a thin, tall, fashionable, waif-like model, she's told that she need to change so that she's more perfect and more desirable, even if they are currently healthy and fit and beautiful.
How would you feel in the following situations?
Situation #1: How would you feel if you're working out at the gym and a guy comments on your appearance? Maybe something like, "You look hot in those workout clothes." While a little flattered, it makes me feel a little uncomfortable and objectified. My purpose at the gym is to get my workout in, not to be eye candy.
Situation #2: How would you feel if you're running a race, and a spectator yells, "Lookin' good! Keep it up! You're doing great!"? This makes me feel GREAT. While I know I'm sweaty and huffing and puffing, and it's not "sexy," neither I nor the spectator think I'm out there to put on a show. It's encouraging to feel that my effort is acknowledged, respected, maybe even admired.
Now let's take a look at two advertisements:
Advertisement #1: The Bare Minerals #GoBare campaign (I first read about it yesterday, on TheGloss). Some local DC frat boys held up some signs at the Nike's Women Marathon DC:
How would you feel in the following situations?
Situation #1: How would you feel if you're working out at the gym and a guy comments on your appearance? Maybe something like, "You look hot in those workout clothes." While a little flattered, it makes me feel a little uncomfortable and objectified. My purpose at the gym is to get my workout in, not to be eye candy.
Situation #2: How would you feel if you're running a race, and a spectator yells, "Lookin' good! Keep it up! You're doing great!"? This makes me feel GREAT. While I know I'm sweaty and huffing and puffing, and it's not "sexy," neither I nor the spectator think I'm out there to put on a show. It's encouraging to feel that my effort is acknowledged, respected, maybe even admired.
Now let's take a look at two advertisements:
Advertisement #1: The Bare Minerals #GoBare campaign (I first read about it yesterday, on TheGloss). Some local DC frat boys held up some signs at the Nike's Women Marathon DC:
Like Situation #1 with the guy at the gym, the Bare Minerals' ad campaign suggests that it is necessary or desirable for women to have male approval regarding their workout and their workout clothes. That's a little degrading, isn't it?
Advertisement #2
One of four print ads from Nike's 2011 campaign.
Advertisement #2
One of four print ads from Nike's 2011 campaign.
These Nike ads celebrate women who are healthy and fit, and tell all of the haters that they can shove it--these strong badass ladies don't need your approval. Like Situation #2, you're being encouraged for your effort, for what you can DO, for going out there and kicking ass (no matter what place you're finishing).
I know that ads are meant to sell product, but that profit shouldn't come at the price of someone's self-esteem. I think it's important to tell companies when they're being out of line, and I feel that Bare Minerals needs to go back to it's core principles.
Readers--what do you think? Was the Bare Minerals campaign cute, or disrespectful?
I know that ads are meant to sell product, but that profit shouldn't come at the price of someone's self-esteem. I think it's important to tell companies when they're being out of line, and I feel that Bare Minerals needs to go back to it's core principles.
Readers--what do you think? Was the Bare Minerals campaign cute, or disrespectful?
