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Of course, women have a long history of wearing undergarments that slim down (and sometimes harm) the body. (Corsets, anyone?) And the fact that these types of products continue to sell well (I'm assuming the Spanx people make a pretty penny), means that the marketing they use must work. However, when a similar shape-adjusting product is created for men, it needs to be advertised as actually improving one's physical form and health. (And people say sexism is dead, seroquel over the counter. Ha!)
Good for the body or not, the one thing that the Core Precision undershirt and Spanx do have in common is their ability to cause discomfort. However, as a male journalist for the Times Online describes after his one-day test of the Core Precision undershirt, although the garment is rather restrictive, it does still render the wearer capable of breathing. And I'm sure many women who have squeezed themselves into corsets, Spanx, control-top pantyhose, and other body-smooshing undergarments have used the ability to breathe as a basic criterion for wearability.
Hell, if manufacturers of body shapers are looking for an advertising hook, why not go with this one: "Allows you to slim down while still retaining the ability to take shallow breaths." But I guess this is why I never went into advertising.
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Here's the instructional video for how to shave your balls:
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What do you think of this video. Is Gillette providing an important service for men by offering this kind of info. Or are they capitalizing on the lengths (ahem) men will go to to enhance their packages. And is this evidence of men being subject to the kind of pressures for the perfect body that women have long undergone.
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Oh, ma ga. Parlaying our culture's current fascination with hairless lady parts, Wilkinson Sword's Quattro for Women has released a new ad in the UK...and the not-so-subtle tagline is, ahem, "Mow the lawn." The UK/ European version of the ad features a variety of multicultural women gleefully pushing lawnmowers and happily wielding hedge clippers while singing a catchy little tune about the joys of shaving. The US version for Schick Quattro is much more toned down and totally humourless--that one features women walking past bushes that magically shrink and become all tidy. Of course the European version is much more campy than the US version--and as a result, the humour diminishes the potential offensive-ness.
Debate about women's, um, bushes aside, one thing that really did bother me about the UK ad was that, despite the happy multi-culti faces, there were still some racial sterotypes that were reinforced. Specifically, at one point, a black woman sings, "Some bushes are mighty big," and then it cuts to a dainty-looking Asian woman in front of what appears to be a bonsai tree who sings, "Some gardens are really small." UGH. Yes, ladies, apparently even the volume of our pubic hair is determined by "race"!
Judge for yourself. Here's the "naughty" UK version:
And the boring North American version:
So, what do you think? When you laugh at ads like this, are you doing so in spite of yourself? Or do the yuks take the politics away?
Thanks to Divine Caroline for being the source for the original clip.
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