Unfortunately
it is all in Dutch, but basically the commercial is four guys sitting at a
table, discussing what names they give to the vagina, which results into some profane
words and laughter. Then Lactacyd asks: “Do you have a preference for pubic
hairstyle?” to which our gentlemen answer either: “It has to be neat/to be
tended to.” or “It has to be freshly shaved.” And then the commercial continues
with a ‘men’s tip’ for when you (ladies) feel a ‘little less fresh’, to which
one of them says: “If you sweated or when it’s a particularly hot day and you
smell a little less ‘fresh’, then I think these products could help (in keeping
it ‘fresh’ for a longer period of time).” The commercial can be found here (unfortunately I can't find it on youtube):
Now
aside from the fact that I think these products are ridiculous, since it enforces
the concept of women having to be completely hairless and having to smell like
flowers all day (which we don’t), it shames them and plays in on their
insecurities if they don’t. But I think it’s even worse that they chose men for
this commercial. Them sitting at a table and facing the spectator, it almost
seems as if the spectator is the subject of the (male) gaze (due to the absence
of a woman in the commercial). And by voicing their opinions of how a woman
should ‘be’ (smell/feel/look) like, they reduce the female spectator to an
object that should obey to their wishes. It reminded me of the first pages of
the Berger text in which he talks about presences of men and women: “To be born a woman has been to be born,
within an allotted and confined space, into the keeping of men.” (pp. 46).
Women have continuously ‘survey’ as Berger calls it, what they are, what they do and how they appear to others, especially to men. This commercial thus showcases
how woman ought to reevaluate their intimate hygiene and do something about –
because four gentlemen told them to.
Lastly,
the comment section underneath the video is a pleasure to read as a lot of women
(and a few men) seem to agree that this is a ‘marketing fail’ as one user calls
it, by casting men to tell women what they ought to do with their intimate
zone.
Geen opmerkingen:
Een reactie posten