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Regressive advertising targeted at women - please, isn't it time to wake up and realize it doesn't really work any more with the thinking woman?
Regressive advertising targeted at women – please, isn’t it time to wake up and realize it doesn’t really work any more with the thinking woman?
Regressive – is the word that came to my mind as I opened the center spread of the Brunch magazine this Sunday.
Patronizing and shallow too come a close second. I loved the tips provided by top fashion and beauty experts but I object to the tag line. Extolling the virtues of their Ponds Age miracle day cream the headline “PROMISE YOURSELF TO LOOK YOUNGER THIS WOMEN’S DAY” yes, it is in caps in the ad too.
Even before I could read the whole center spread and appreciate the benefits of this ‘magic serum’ by Ponds I was put off by that headline in the advertisement. Really, are we women reduced to this shallow, skin deep existence where the importance and urgency of looking ‘young’ surpasses everything else? I am concerned about my skin and beauty as much as the next lady but trying to be something that is just not possible is not really my cup of tea. I don’t deny the importance of looking beautiful, well turned out with or without makeup, but it’s the subtle message, not so subtle in this case of big shouting letters that I object to! And the objectification of women it hints at.
So looking young is paramount, as if older women are to be disregarded and ignored? Is just having soft, supple, healthy and clear skin not important enough? No wonder my mother swears by homemade malai (cream) and haldi (turmeric) for her glowing skin.
Sharing this advertisement, targeted toward women on Women’s Day just totally defeated the purpose of Women’s Day which is a celebration of a woman in all her moods, ages, and versions – young or old. Is it not more about being self aware, freedom, and women’s choices?
I don’t deny the need to look pretty, beautiful, well groomed but why the emphasis on ‘looking younger’? Are we in a race against old age? Are the women of today afraid to age? Are we women so shallow that the emphasis on being crease-less and spotless overrides feeling good, building self worth, achieving of goals and just being ourselves? Is this the message we want to convey to the young women today? Just keep trying to defeat the change time and age brings?
Hell, even living a meaningful life should have more importance than looking like a version of your younger self! No one ever asks a man to look like a younger version of his self. In fact, if we see an older guy dressing or behaving like a college guy, we chalk it up to immaturity but what about women? Everyone appreciates a pretty, well dressed woman but does she have to be a ‘chick’ all her life? Look like ‘arm candy’ and nothing more?
Well, I don’t know about you but I make no promise of looking younger this or any other day. I like my lines and wrinkles. They remind me of all the fun I’ve had; the life I’ve lived – full, funny and fantastic!
Go on, I dare you to look your age this Women’s Day.
Image source: middle-aged woman by Shutterstock.
Inderpreet writes for her love of writing, edits manuscripts and reads endlessly. An authors' editor with a decade of experience, she provides manuscript critique, linguistic editing, substantive editing and developmental editing for fiction and nonfiction. read more...
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UP Boards Topper Prachi Nigam was trolled on social media for her facial hair; our obsession with appearance is harsh on young minds.
Prachi Nigam’s photo has been doing the rounds on social media for the right reasons. Well, scratch that- I wish the above statement were true. This 15-year-old girl should ideally be revelling in her spectacular achievement of scoring a whopping 98.05% and topping her tenth-grade boards. But oddly enough, along with her marks, it’s something else that garners more attention – her facial hair.
While the trolls are driving themselves giddy by mocking this girl who hasn’t even completed her school yet, the ones who are taking her side are going one step ahead – they are sharing her photoshopped pictures, sans the facial hair, looking nothing less than a celebrity with captions saying – “Prachi Nigam, ten years later”.
Doctors have already diagnosed her with PCOD in their comments, based on photographic evidence. While we have names for people shamed for their weight – body shaming, for their skin colour- racism, for their age- age shaming, for being a female- sexism, this category of shaming where one faces criticism for their appearance has no name. With that, it also has zero shame attached to it.
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