I got hit by the new Fastrack advertisement for women’s bags. It basically shows a girl (who looks 12) hopping out of a room in an all boys’ hostel in a sheet, running about corridors, bumping into other dudes, falling to the floor ( to give the camera a docile puppy eye look) and at every stage she slips on one item of clothing. What do we have at the end? Well we have a 12yr old with short hair, an off shoulder tee that exposes her bra strap and of course, a short skirt-like hello how could a girl who sleeps with boys wear anything else?!
So, if I were in a country where women were sexually free and society didn’t condemn them for being like that-this ad wouldn’t have created a crease on my brow. If I were in a country where women wore pretty much anything they wanted, why would I even find myself gritting my teeth after seeing this commercial?
- Well, because I don’t live in such a place. I live in a place where the child sexual abuse rates are one of the highest in the world, thus swarming with pedophiles,
- where women who are seen talking to males are considered sluts,
- where women are raped at any time of the day,
- where there are more males than females,
- where men feel they have the right to grope and brush pass women in public,
- where men shout lurid comments at women in public,
- where what you wear isn’t really up to your discretion,
- where people are so influenced by what they see on their t.v’s that they expect everything to be manifested in real life.
What such ads create, is not only a swarm of sexually frustrated men who expect women to sleep with them because they are carefree, sexually free and happen to be clothes that aren’t considered ”decent” or ”conservative” (as ridiculous as it sounds, my friends have told me stories) , but also another layer in society that dwells in an unreality. As it is we have hoardings of women in bikinis for alcohol ads in rural towns, most of which don’t even allow women to expose their faces! If we want to appear modern and out there, and want to create a change in the mindsets of people, why not first empower the powerless ? Show women in a powerful light, that doesn’t revolve around having sex with men, or being the ‘house keeper’. Apart from that why are 90% of commercials centred around sex? Whatever happened to things like affection, happiness and caring? One ad I really commend is the new Hyundai Live Brilliant advertisement, that actually shows a woman driving a car:
Too bad it isn’t an Indian commercial.