No7 advert - got my sparkle back etc

[BreakingDad77]

Do you find these adverts patronising?

Yes. The fake crying and trembling hands at the 'reveal' -when they look exactly the same. Loads of advertising aimed at women is cringeworthy though.

sparkle me arse!....

link?

Ha ha! I badly need some arse sparkle!

Well to me they do buffy, as to me they are saying a negligible improvement in skin massively redefines a women enough to bring her to tears.

I thought there would some sort of backlash against these type of adds?

Are you going to write some angry letters OP?

Link?

they often use the same sort of differences in lighting as they do on those property makeover shows for before/after. a sort of greyish washed-out light for the before part, and all brightly lit and warm and glowy for the after shot

ALL makeovers basically sell women the lie that, if they were just prettier, had better skin, lost a few pounds, then every single one of their problems would disappear.

It's just everyday patriarchy. I can't get too exercised about it today though, there's a rapist about to be held up as a star to be cross about, and I'm afraid that trumps trembly lipped actors.

I haven't seen the adverts but I find most advertising aimed at women is quite patronising. This popped up on my twitter feed this morning

www.marketingweek.co.uk/sectors/fmcg/bodyform-aims-to-empower-women-with-live-fearless-campaign/4011396.article?utm_source=twitterfeed&utm_medium=twitter

Apparently bodyform want to empower me just makes me long for menopause and do an online search for some kind of mooncup.

I think this about sums it up!

m.youtube.com/watch?v=85HT4Om6JT4

Boots, of "Here Come The Girls" fame, is pretty renowned for fatuous sexist ads, OP.

Hate 'em!

You could get a glittery menstrual cup, kill two birds with one stone. Empower your self and have a problem solving glittery fanjo to boot!

OP, the thing that pisses me off about these ads is the way they have appropriated the language of feminism and used it to make money through selling the same old crappy anti-feminist message that external beauty is the holy grail.

All that "empowerment", "cos you're worth it" "strong woman" BS makes me seethe with anger. And yes the patronising ads you mention.

No wonder so many young women are confused these days. No wonder there is such a wave of self-objectification. Girls have been taught that their power lays in their ability to inspire a boner.

The most hypocritical ones are Dove, peddling all that 'be happy in your own skin' crap 'but in case you're not happy in your own skin we are one of the world's biggest sellers of skin-lightening creams'.

No wonder the girl guides were demanding more "girlie" uniforms. Can't have practical trousers can we? Clearly sparkle is invading their brains as well.

Empowerment is always a weird one, isn't it?

Women seem to be empowered by things that do them harm, or things that men simply take for granted.

Women are empowered by being prostituted. Women are empowered by going sailing just any old day, but especially when they have their period. Empowered by cognitive dissonance.

Empowered for me suggests being given power of some sort probably not a dictionary definition so, as Buffy says, what power and from where?

The "power" of getting attention from men?

The power of better self-confidence from the make-up? I don't think I have ever heard of a product for men empowering them. Men get to be powerful.

The power of making a man like your appearance enough to choose you as his favourite slave and use his actual power to make your life marginally easier than the ugly/old/invisible slaves.