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A woman ogling a man's underwear at a fitness class is just as creepy as a man doing this to a woman, so why is this 'Macho Man' ad showing this as acceptable?
A woman ogling a man’s underwear at a fitness class is just as creepy as a man doing this to a woman, so why is this ‘Macho Man’ ad showing this as acceptable?
Advertisements and social media are mirrors in which we can see ourselves as well, as they reflect our own perspectives of the moment. Like I was extremely happy to see the recent Cadbury Dairy Milk ad, and everyone was sharing it with others, tagging their friends on social media, so that they could see it and feel the change.
We indeed need more like that one, but not like the one I watched, flabbergasted, yesterday.
Like why would a woman check out the underwear a man is wearing, with such desperation? I mean it’s okay to check out if one really wants, but discreetly.
How is it Ok to be so obvious about it, and then to highlight that in an inappropriate way, just for an ad? I am certain that Vicky Kaushal, the actor who is playing a ‘Macho man’ in the ad would have been super uncomfortable if he was not in an ad! Not just me.
Let’s reverse the roles and imagine, if it were a man staring like this at a female’s inner wear. Wouldn’t a woman in this position feel creeped out? Women would have been up in arms on her behalf.
Now, my question is to the same group, how is it then okay for a woman to play a creep, if it’s not acceptable in a man?
For god’s sake let us stop showing such things in ads – they do more damage than anyone can imagine. This is no women’s empowerment.
And a fitness class is no place for placing such behaviour. Health and fitness classes are a common space today for a guy or a girl to workout at, to meditate or do anything else fitness related, but not to checkout some sexy moves and inner linings of undergarments. Be it a man or a woman, it is not Ok to show this as ‘normal’. While here Vicky Kaushal seems happy with this, reality is different, totally different, so let’s not put such ‘role models’ in front of young people.
A passionate scribbler and wishful bread earner. A working professional in an embassy and a freelancer French language trainer. A voracious reader and loves to connect readers and writers. Author of Ibiza by Geetika Kaura ( read more...
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If her home and family seem to be impacted by her career then we expect her to prioritize her ‘responsibilities at home as a woman’ and leave her job.
The entrenched patriarchal norms have always perpetuated certain roles and responsibilities as falling specifically in the domain of either men or women. Traditionally, women have been associated with the domestic sphere while men have been considered the bread winner of the household. This division of roles has become so ingrained in our lives that we seldom come to question it. However, while not being questioned does give the system a certain level of legitimacy, it in no way proves its veracity.
This systematic division has resulted in a widely accepted notion whereby the public sphere is demarcated as a men’s zone and the private sphere as belonging to women. Consequently, women are expected to stay at home and manage the household chores while men are supposed to go out and make a living with no interest whatsoever in the running of the household.
This divide is said to be grounded in the intrinsic nature of men and women. Women are believed to be compassionate, affectionate and loving and these supposedly ‘feminine’ qualities make them the right fit for caring roles. Men, on the other hand are allegedly more sturdy, strong and bold and hence, the ones to deal with the ordeals of the outside world.
Investing in women means many things beyond the obvious meaning of this IWD2024 theme, as the many orgs doing stellar work can show us.
What does it mean to invest in women?
Telling the women in our lives how great we think they are? That we value the sacrifices they have made? (Usually though not necessarily only – a sacrifice of their aspirations, careers and earning potential in order to focus on family).
No, thank you. Just talk is no longer going to cut it. Roses and compliments are great, but it’s time people, leaders, organizations put their money, capital, resources on track instead.
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