By: Danielle Binks
You know the one thing that’s more insulting than blatantly sexist/misogynistic advertising?
Advertising that touts pseudo-feminism but sends the exact same bigoted message, only cloaking it in women’s liberation to soften the blow.
Take the new ad from Triumph Lingerie Australia, for example. The ad’s tagline reads ‘Welcome to the Republic of Triumph’ and asks women to declare themselves. The associated image is rather epic – featuring lingerie-clad women marching and waving Mao-ish red flags while holding protest signs aloft. One of the signs reads “It’s my right to have a career and a baby” while another declares “It’s my right to smash the glass ceiling.”
Except the ad’s attempt at appealing to our feminist souls is an epic fail, because the women featured are not only perfectly perky and seriously skinny, they’re also airbrushed to the nth degree and look decidedly plastic and flawless. They are entirely, disturbingly unreal.
The Triumph ‘feminist’ message that sits alongside its contradictory content is awful, but by no means is it the first time a company has hidden misogynistic agendas behind pseudo-feminist armour.
Take the Dove real beauty campaign, for example. The toiletries company claims to be about advertising images of women with real bodies, of all ages who are ethnically diverse. An admirable effort.
But their ‘real beauty’ campaign is utterly hollow, when Dove is owned by Unilever who sell such patriarchal products like ‘Fair and Lovely’ skin-lightening cream (which is particularly popular in India where women are made to feel that the lighter their skin, the more beautiful they’ll be).
Or how about everyone’s favourite (insert sarcasm) athletic company, Nike? For a little while there they actually churned out some (surprisingly, begrudgingly) good and powerful ads that portrayed famous sportswomen not as sex symbols, but as the tough athletes they are in the feminist ‘Rock Victorious’ campaign of 2010.
But any ground Nike gained with women has been lost after their EPIC FAIL in releasing a Gold Digging t-shirt to ‘celebrate’ the fact that female athletes bought home 29 of Team USA’s 46 gold medals at the London Olympic Games.
If that t-shirt was Nike’s attempt at showing support for their female athletes, then we’d prefer they Just Not Do It.
But, back to the Triumph Australia ad and its ‘Declare Yourself’ feminist message alongside contradictory models. The height of irony is that one of the models is waving a sign that says “It’s my right to feel good about myself” – so we hope women looking at this ad take a moment to note the wrinkle-free, no-bulge-in-sight, big-breasted (airbrushed) models in their bras and undies and Declare themselves unimpressed with this faux-feminism marketing campaign.
Danielle Binks. This blog has been posted with permission from Spinifex Press.