Every year in February, we Americans dedicate roughly four
hours of our lives to Super Bowl Sunday, and personally I was just there for
the commercials this year (who cares if the Raven’s aren’t playing, am I
right?!). This year, a few of the commercials received some negative backlash…
Nationwide, I’m talking to you.
But nothing made the Internet go crazier than the Always
#LikeAGirl commercial (see below for the extended version of the commercial). Within minutes of the ad airing, Internet users
everywhere began feuding. Men were starting their own hashtag #LikeABoy, wondering
if equality is what we’re looking for, why weren’t men included. And let’s not
forget, Always is a company that sells feminine hygiene products.
(What the heck is a meninist... seriously??)
So I wondered, why is it that an advertisement that was made
to empower girls and women turned into such a controversy?
I believe the reason this ad gathered so much attention, is
because it is breaking the stereotypes we are used to seeing on TV, especially
during the Super Bowl. We are used to seeing women as the nurturing and kind
figures, so when we see them being competitive and aggressive (like they were
after they realized that they were insulting themselves acting weak), it grabs
everyone’s attention. The group that was most startled by this? The group of
people that the Super Bowl is intended for - men. Dominant groups are attracted
to things that justify their dominance, and women standing up for and empowering
themselves isn’t really ‘benefitting’ men, therefore it resulted in backlash.
Now I don’t believe all men were against this commercial,
and I don’t think all females were for it, but it is interesting to look into
the reasons why anyone could have been offended by it. In regards to Always, I
think they did it right (I mean I have been talking about a tampon company for
the past week). They definitely picked a subject that would get people talking,
and pulling at the heart strings of feminists everywhere.
Here is the full commercial, which was first shown in June, 2014.
I completly agree with your post. I feel it is great that we are starting to get out of the classical gender roles and start to create true equality such as this. That girls can play just as well as boys but are always put down for playing "like a girl". I feel that not only do girls need support but also encouragment in more male dominated fields. People should be raised as equals with equal oppurtunities and such. A way i think of it is like how toy stores are seperated by gender, a boys side and girls side. People should let their children pick what they like instead of choosing the way they should think for the rest of their life. Girls dont start life liking pink, it is taught that they should like it. Same with boys and what its like to "be a man". These gender roles and stereotypes are holding everyone back in life and for humantity to advance we need to rid ourselves of ancient ideals and become one with each other.
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