Recently, I came upon these widely discussed commercials for Summer's Eve feminine cleaning products using talking vertical hands to represent a lady's special 'friend.' Now, every woman who ever read a "So Your Body is Changing" book will tell you that these products aren't necessary; in fact, they can be downright dangerous, causing all sorts of unpleasantness and discomfort (which, given the "comfort" angle of the ad is a bit ironic).
I will come right out and say it: I don't find these particular ads to be sexist. The product is sexist for promoting myths about the supposed uncleanliness of female anatomy, but the ads don't go quite so far. Instead, they promote the ad in the typical "treat yourself" way, implying that women "deserve" the product in question for being a great whatever-they-may-be (i.e. teacher, Senator, construction worker). True, there are female stereotypes at work here, but most of them are fairly mild. Going to the gym and travel are fairly neutral gender advertising territory.
Racial stereotypes? Oh hell yes. I don't think we need to even give them a full paragraph. Suffice to say, the black hand really didn't have to do the sassy head shake.
My problem is I can't think of a better way to advertise for vagina-based products without falling into the same tired tropes, like all-white sets and lots of flowing silk. I think the approach was interesting; the execution was lazy.
Via The Consumerist
