I am bemused by the growth of cheerleading in this country. Our nanny was in the cheerleading team at her university (a very good one, though not oxford or Cambridge). no such thing existed when I was an undergraduate. if anyone had asked me or any of my female friends if we wanted to be cheerleaders we'd have laughed ourselves sick.
They are posing like female pin ups pose. It is supposed to make people think about how men and women are represented differently in images like these.
Let me try another way to say it.
When men pose in this way, it is silly, funny, lighthearted, whatever. When women do it, it's not silly, funny, lighthearted, its normal because women tend to be presented in this way for men's sexual titillation.
You might not understand this, doesn't make it untrue.
DH and I watching Tour de France last night (well he was I was MNing on my phone!). Two attractive women in yellow dresses on either side of winner of the yellow jumper stage or whatever thing it is in cycling. What is the point of them? They just stood there as far as I could see. Shouldn't they be off in a womens cycling event rather than loitering around clapping and smiling?
scallopsrgreat I am not so certain that this is demand driven, well not in the sense that men collectively demand women adorn everything from sporting events to hamburger adds. I think it is corporate driven. We have a surplus of commodities, a huge array of choice and dwindling income and in many cases leisure time. There is so much competing for our time and money. Do they not try to tap into those areas in the brain that release endorphins in the belief that the feel-good factor produces impulsive actions.
I drove past a lorry for some trendy flooring company the other day. It looked like they had some really interesting designs from the back of the lorry and I was making a note of their name to look them up when I got home.
However, as I passed the side of the lorry, there was a photo of a woman pouting on a chair set on one of their rugs (which was just about ok) and then a bit further along, a different photo of the same woman. No carpet, no chair (so no actual product), just her close up smouldering at the camera.
So, no custom from me!
I would like to get to a point where it seems absurd and antiquated to employ women as decorative objects. And that the point where someone comes up with that design for their lorries is laughed out of the design room for being hopelessly out of touch with the zeitgeist.
I suppose it does come down to the argument that there are women prepared to use their looks to earn money so this thing will go on unless a sea change in attitude takes place and the "demand" to see women on show stops.