Of course there’s going to be a backlash. And boom, apologies, retraction of ads. That’s the same thing that companies have been doing over and over again. Once more, while I don’t condone it (a personal view), I don’t think the impact on the actual feminist movement is anything but minimal. Hell, the response to the ads tells me that people are probably more fired up to push for gender equality and destroy gender stereotypes.
I don’t dislike this sort of ad either, I suppose. If the gender stereotype card is played well, it can be pretty funny. If I think the ad doesn’t perpetuate gender inequality, and I have my own concrete thoughts on the matter, then I can appreciate the ad on face value and stop digging deeper into the potential meanings behind it.
I guess companies just have to be more careful, and probably hire some PR people to tell them what NOT to do. It’s safer than damaging your reputation by airing the ads, then having to take it down and apologising.
Yesterday we introduced you to Veet’s newest ad campaign, which proclaimed that having body hair–something that practically all human beings are born with–actually makes you a dude, and we all know there’s nothing worse than being a dude.
As the backlash spread across the web and landed on their Facebook page, Veet decided to yank the trio of ads, which all depict women turning into men as soon as their body hair begins to grow back after shaving. A spokesperson for the company that owns Veet also provided the following statement to Jezebel:
However we are very concerned by any misinterpretation of its tone or meaning, and in the light of the feedback received we have decided to withdraw it. We would also like to apologise for any offense it may have caused. That was certainly not our intention.
(You can read the full statement over at…
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