Capitalizing on confidence

womanboxerI think by this point we all know I think feminism is absolutely fantastic- I mean, women’s empowerment is human empowerment! And I think we should all celebrate it and praise it to everyone we meet and be super excited and scream it from rooftops and shout it on radio stations and paste it like literally everywhere and just feminism out everything…

But some people take it too far- and you know based on that last statement that it really is too far– by capitalizing on that and using feminism to make themselves money. Female empowerment should not be a gimmick for your company to sell more shampoo or makeup or chocolate or whatever you’re actually advertising.

As much as I like Pantene’s #ShineStrong movement and the videos they have put out for it, I feel it detracts from the message to end all the “feel good and be brave and you and more power to you” with “and then come buy our shampoo and make your hair look gorgeous so all the men in your life can see you powerfully whip your hair.” Excuse me; what?
https://www.youtube.com/watch?v=kOjNcZvwjxI
https://www.youtube.com/watch?v=rzL-vdQ3ObA

 

Ditto, Covergirl’s #GirlsCan and Nike Women’s Voices

https://www.youtube.com/watch?v=f1ighxU1vYw

I guess Verizon is slightly better for not advertising makeup or shampoo or other make yourself beautiful for the guys products, but still, Verizon isn’t “Inspiring Her Mind” with their phones, so they shouldn’t be advertising feminism as a product they’re selling.

Ditto Always’ #LikeAGirl

Don’t get me wrong, I think all the videos are absolutely fantabulous. I love that Verizon wants more women in STEM fields; that Always wants “‘run like a girl’ to also win the race;” that Pantene wants women to stop apologizing for who they are and for the world to stop double standards and labels that demean women; that Nike wants women to not fear the criticism of their male colleagues; that Covergirl wants to show that women can do anything and everything they want. I just don’t think it should all be in the name of “help us make us money.”

On the other hand, Snickers tried (maybe) to empower women with this commercial, but fell terribly far from the mark. Really? Are you (Snickers) saying men, when normal, could never shout empowering and positive things to women- that men, in their natural state, are actually just degrading catcallers? Well great job, then, Snickers, for demeaning men and women in just one minute.

https://www.youtube.com/watch?v=SSO_525Cuzw

At the same time, at least they’re trying. Hardee’s obviously isn’t. It looooves objectifying women. And Axe, too. Axe’s entire campaign for its body spray is that if men wear Axe, they’ll get hundreds of scantily clad women flocking to them from across oceans.

So thank you, companies celebrating feminism, even if you’re doing it in a slightly flawed manner. And companies that treat women like pieces of meat (with breasts), up yours..