Glasgow City Council refuses to advertise trainers on the sides of their taxis because of the word “Bum.”
Oh my god a bum! People have bums?!
Yes, people do have bums, but this isn’t the nub and gist of the argument here. Sexist advertising? That’s okay. The word bum? Not. I think someone has their priorities mixed up around here.
According to the BBC News website, Glasgow City Council refused to let Reebok advertise their new trainers that tone your arse on the side of their taxis. The Reebok ad people claim that there wouldn’t even have been an actual bum present on the taxi, but only a pair of bare legs, but Glasgow City Council still opposed the ads.
Diamond Dolls. Fucking lap-dancing/strip clubs (Or whatever the hell they do in there) are allowed on the side of taxis, yet the word ‘bum’ would be a scandal? What’s easier to explain to a child? What a bum is (And ALL fucking children know what a fucking bum is) or what Diamond Dolls is? “Yes darling, it’s just a place where ladies take their clothes off so that men can look at their private parts,”
The response from Glasgow City Council should have been to tell Reebok to fuck off and take their sexist advertising else where.
Everyone knows that it’s basically the plot of every commercial company everywhere to exploit the vulnerabilities of people, but Reebok don’t hide it very well. They’re basically telling women “You’ve got a shite arse. It’s like a bag of spanners. I know you fucking love Mars Bars and don’t have the money for a treadmill, but here! Here’s some shoes that will basically do the job for you!”
It’s just one of the tiny cogs in the mass media advertising attack on women. It’s all about fixing women. They’re not fucking right, you know? They need fixing! Mitchell and Webb have done a sketch to this effect, which is funny, and painfully true.
The point I’d like to make is that I’m not defending anyone in this horrible, horrible mash-up of awfulness. Basically both Reebok and the council are bastards. Reebok don’t even advertise their misogynistic trainers in a nice way either. One of their adverts features a female speaking about the trainers and inevitably, there are many hillarious (not) moments where the camera man fixes the camera on her bum and she takes it all in light hearted humour. A note to all women. Men who stare at your bum though a lens without your permission are perverts and should be put in jail (Or shot, in my opinion).
And would you look at that, she’s being deliberately provocative, but she doesn’t ACTUALLY want the cameraman to look at her bum. HOH HOH HOH what a slut! (Says the sexist wanker fraternity).
This kind of portrayal of women is actively harmful. It gives out the subtle, but present message that women are all just asking to be ogled, and if they move in a certain way that also means they want you to look at them or have sex with them. Women will simply not follow a rule book of modest actions and curbed expression for fear of being raped. Men will have to live with the fact that just because they THINK they have a right to make moves on a woman, does not make it remotely so.
Reebok probably think that they’re mighty funny. Woman have bums! HUURRR! That is excruciatingly obvious in this tacky sham of an advertisement that interrupted my meal time a couple of weeks ago.
First of all, we women can’t even see our arses most of the time. What fucking benefit would we reap from having it ‘toned’? None. Men, however, who are all too willing to stare, will. And obviously they’d prefer a worked arse to a perfectly normal sized and shaped bum. In other words, they want to make us look a certain way. Shock horror, eh?
“Shake it up make me feel good”? Don’t even get me started on the song.
My closing point is one which I feel true to, and that i think all women in the world should take on as not only a mindset, but a way of life. I’ve thought about it deeply for a long time, and I feel like no other approach could encompass the range of emotions that women feel in an oppressed, male dominated society: ”Fuck off.”