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Sexism dovetails with hypocrisy

Nina Funnell and I wrote the following Opinion piece, which was also featured in The Age newspaper today. 

The Age on-line 21/6/12

Accusing Lynx of peddling sexist advertisements is like informing Kyle Sandilands that his material is considered controversial. Well, duh.

Lynx’s latest campaign featuring Sophie Monk offering to clean various men’s balls has attracted valid criticism and complaints relating to female objectification and sexploitation.

But the problem with protesting is that it is precisely this outrage that Lynx aims to provoke.

Each time Lynx campaigns are launched, advertising standards bodies are inundated with letters of complaint. Last year alone, for example, six Lynx commercials were banned in the UK. And each time this happens, Lynx issues a statement that basically says “Oopsie, we didn’t mean to be rude,” and then churns out the next lot. No doubt they are factoring in the free publicity their controversial ads will attract when calculating losses due to the short shelf life of their campaigns.

Forget the “sex sells” mantra. These days, it’s sexism that really pulls in the cash.

But if finger pointing is only feeding the beast (by providing more free publicity), should the critics remain silent?

Perhaps educating our young people about disingenuous corporate agendas would prove more effective. And they don’t come much more disingenuous than Lynx’s parent company, Unilever.

Remember that Dove campaign featuring women of all different shapes, colours and sizes standing around in their knickers supposedly taking on beauty stereotypes? Dove is owned by Unilever. Yep. The exact same company that is funding self-esteem workshops and body-love courses for girls in our schools (under the Dove brand) is also producing the very types of ads that those courses caution against.

And the hypocrisy doesn’t stop there. Dove reminds girls to accept their bodies and to love the skin they’re born in. But aside from selling the dieting product SlimFast globally, Unilever also sells a skin-bleaching product in places such as India and the Middle East called “Fair and Lovely”. This product is aimed at darker-skinned women, with the promise that it will whiten their skin so that they too might one day resemble the Aryan ideal so celebrated in all the Lynx advertisements. According to Unilever’s website, “skin lightening creams are the preferred mode of skin care in almost all Asian countries, just as anti ageing creams are in Europe and the USA”. What a fair and lovely message.

What really irks us, and the teen girls we speak to, is not so much the boringly predictable sexism of Lynx but the completely hypocritical ethos of Unilever as a company.

Teen girls get particularly irate when they discover that Impulse body mist sprays (which feature names like “Instantly Innocent” and “True Love”) are owned by the same company which produces Lynx products. Forget the images of dating, romance and hearts they feed the girls; when it comes to sniggering with the boys, Unilever pushes the idea that one simple spray is all that it takes to score.

For a brand hoping to position itself as “edgy” the messages are incredibly tired: Girls date. Men mate.  As one girl recently told us, “That’s so two faced!”

It makes you wonder what the Unilever office must look like. In one cubicle you’ve got the Lynx team drooling over headless bikini babes to see which one should feature in their “Wash me, I’m a  dirty girl” campaign, whilst at the next desk Team Dove are polishing up their latest  self-esteem slogan for women.

And while teen boys may respond well to scantily clad women, they respond equally well to clever Chaser-style takedowns of hypocritical corporate giants.

Activists who use witty satire can be highly effective in getting companies to rethink their long-term strategies. Satirical attacks work because the brand no longer looks cheeky or naughty. It just looks stupid.

Anti-Lynx activists have recently clocked up hundreds of thousands of YouTube hits on videos poking fun at Unilever. One particularly clever clip parodies Dove’s “Onslaught” campaign. The original Dove campaign, which was used to launch their self-esteem program, features a young girl being bombarded with images of the unobtainable standards of beauty presented to girls by the media. The film ends with the line “Talk to your daughter before the beauty industry does.”

In a witty twist, anti-Lynx activists replaced all the problematic images the little girl sees in the original clip with others taken directly from advertising campaigns run by Unilever itself. This ad ends with the line “Talk to your daughter before Unilever does.”

Amen to that.

 

Published inAdvertisingBeauty IndustryBody ImageGender stereotypingMediaParentsSexual harassment and discriminationSocial Media

3 Comments

  1. Vanessa

    Amen! Really you could have just written Sophie Monk and the rest of your well made point could have just been implied.

  2. Jane Higgins

    Unilever is revolting on so many levels. My son bought home a can of lynx the other day and being an informed parent I promptly put it in the bin and then we sat down together to discuss why. He at 12 years old was disgusted in their messages and dishonesty. When I talk to boys in schools, they too are surprised and disgusted by how Unilever markets and campaigns to them and the girls they love. Enough! We don’t want your thinking, products or slimy slogans!

  3. leisai

    Wow, really interesting piece. You know that the Sophie Monk tvc is an adapt from an O/S piece, right? Which means it’s proven to be uber successful in overseas markets to have warranted re-making here.
    I’ve personally worked at Unilever and am currently in advertising. From my viewpoint, Unilever (and marketing departments in general) are much more female friendly than advertising, which makes feel the need to point out where these ideas have been generated in the first place.
    I do agree that they are sending mixed messages, and I believe that the majority of Axe/Lynx advertising could be a whole lot more interesting than the lowest common denominator currently in market…

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