My daughter is a pre-teen on the verge of becoming a true teen. (Is there a term for that? An imminent-teen??) It’s been a sometimes-tricky and very interesting time in terms of parenting, with the importance of boundaries and consistency being thrust into the spotlight, as she questions and challenges us on just about everything.
But it’s also been a wonderful stage of her growth. It’s as if she’s awakening to the world around her. Questioning things anew and with a more grown-up perspective and understanding of the answers. We were watching the Australian Open this weekend together, when this ad appeared.
She looked to me as she often does for a reaction. She was frowning, puzzled. “Mum, what was that?”
How do you explain this kind of advertising to a 12-year-old girl? On the cusp of not just the teenage years, but of the development – physically – that comes with it, and of figuring out her place in the world as a young female. “Honey, it’s just a really stupid ad”, I said. “It’s sexist. It’s trying to be funny, or get noticed. People will think it’s dumb mostly. But it is offensive. It shouldn’t be on TV.” And then we promptly saw this ad.
If it’s at all possible, it was even worse. She again looked to me for my reaction. “Is that really bad Mum?” She was wide eyed, waiting for a response.
How could I explain to her that at the crux of it, these ads insinuate that a) women are sex objects and that b) women are intrinsically stupid? We can’t drive, we can’t tell the difference between reversing and accelerating. Oh and we love to have sex with men. You can see it in our eyes. PS: look at our boobs.
Top Comments
You can lodge a complaint about the ads here: http://www.collectiveshout....
So they're hot chicks, so what? Sex sells, it always has. Would you lot be complaining if they were hot muscly shirtless guys parading around for your viewing pleasure? Probably not I'd wager.
A. It's not muscled men parading around shirtless for our viewing pleasure (and hardly ever is, except maybe when they're trying to flog cleaning products and vacuums).
B. I'd still hate. We really don't need to attach sex to every product out there (what exactly does sex have to do with ultratune anyway?) especially when our kids are watching.