It is either my good fortune or bad that I am not exposed to Indian advertisements on a regular basis any longer. Recently, a friend posted a link to this article about a new feminine hygiene/ beauty product that appears to have hit the Indian markets- Clean and Dry.
While I agree with many of the points made by Pal (the author)- namely the objectification of women and the locating of their self-worth entirely in how their physical self is perceived by others- I’d like to offer my own thoughts on the product and the ad which I believe are quite distinct from one another (a distinction not clearly apparent in the above mentioned article). I believe that the advertisement is not only a failure as far as feminism is concerned but also as far as good advertising is concerned.
The ad
The advertisement is awful and misogynistic on several accounts. Firstly, let’s take the song. The ad opens with a wistful female voice singing ‘Kho Gaye Hum Kahan…’ Only problem is, the 'hum' (i.e. the duo) do not appear lost in the slightest. The woman is in grief. The man clearly is not.
This line could potentially also apply to any domestic difficulty from infidelity to divorce to bankruptcy. I'm sure a coffee company could recycle the same song and make an ad opening with the same sequence as this one ending in the couple being all happy and content because they changed their brand of coffee. So for me, apart from the fact that the ad depicts the woman (and only the woman) fretting over/ mourning a loss that later turns out to be related to her partner's sexual interest in her, the song in the ad is abrupt, unclear and well, pointless.
The final line of the song is 'Jaana na, hai taazgi yahan' (roughly translated as 'Don't go, here be freshness!) which plays soon after the woman throws the man's keys down her shorts. Is she inviting him to have sex or begging him to stay because she has now 'fixed the problem'?
The man is depicted as being either totally oblivious of his partner’s anguish or totally unconcerned by her distress. Both are fairly undesirable stances. He’s shown to be reading the paper –a somewhat intellectual activity (depending on which paper one reads of course) and carrying on with his life while she ponders over what is lost in their relationship. This suggests that her self-worth begins and ends with how often she and her partner have sex while his sense of self is undisturbed by this aspect of their relationship.
Anatomical ambiguity
My main critique of Pal's article is the failure to distinguish between various components of female genitalia and the use of the word ‘vagina’ by the author when this ad seems to refer to an larger area. I'd like to stress that I am not defending the ad or its ambiguity but only pointing out an anatomical-linguistic inaccuracy that reduces the clarity of what is being communicated. The vagina is not the most visible part of the genitals so it’s more likely that the focus of beautification is on external genitalia. Cosmetic surgery to make the genitals 'look nicer' is increasingly becoming popular in the west and almost always or majorly involves a reconstruction, realignment etc. of the vulva or labia.
Beauty vs. Hygiene
It is very interesting that the ad for the intimate wash is drastically different in its content from an ad for a cream version of the same brand/ product.
Here’s the ad for the wash
http://www.youtube.com/watch?v=9Tx9vVVMWw0
And here’s the ad for the cream
I’m going to bullet-point the major points of departure between the two commercials
(On a side note, it is also interesting that the woman in the former appears more ‘modern’/’western’ – clad in shorts- as compared to both the doctor and the animated woman in the latter – wearing saris and salwar-kameez respectively. I may be hypothesising here, but it may reflect the assumption that ‘traditionally’ attired women are more concerned with practical/health issues than sex. The eternal mother/whore dichotomy in traditional Indian psyche. Not entirely implausible, given the appalling views recently expressed regarding the attire and habits of female rape victims).
The existence of an inoffensive ad for a similar product makes it easier for me to isolate the product from the ad and criticise only the advertisement.
The distinction between beauty and hygiene/medical reasons is quite an important one – whether it’s in the field of everyday products or surgery.
I think in general, if there is a new over the counter cream for genital infections/ discomfort, and it is advertised as such, it is a good rather than a bad thing if it allows women to get access to effective medication for non-serious conditions.
The biggest problem with the first ad therefore is its emphasis on ‘fairness’ and a complete lack of any hygiene related advantages to using the product. The unfortunate truth is that the existence of a product that promises to make the nether regions ‘fairer’ doesn’t surprise me. Why would it? It seems like a natural progression after Fair & Lovely (for the face) and Fairglow soap (for the body). Though it is utterly deplorable, I’m not going offer a detailed critique of the fairness bias in Indian – particularly North Indian- society or the fact that in almost all advertising campaigns pertaining to ‘fairness’ products a woman’s physical appearance determines her competence, employability, confidence et cetera, et cetera. I’m in general agreement with feminist writers about the points they make regarding the objectification of women in Indian advertising.
‘Beautification’ of female genitalia and violence against women: related but distinct
Female Genital Mutilation (FGM) (Those who don’t know what this is can read about it here) is beautification of female genitalia at its worst, performed on girls as young as a year old in several countries, majority of which are in Africa. It is torture and abuse practiced on the pretext of ‘religious custom/ duty’ and/or making the woman’s genitalia more pleasing- visually and sexually- for males.
I attended a seminar on Female Genital Mutilation (FGM) in which an FGM nurse specialist was talking about how, in her perception, FGM was also on a continuum of prejudiced, gender discriminatory and archaic patriarchal attitudes, and adult women who opted for cosmetic surgery on their genitals or even piercings etc. in the genitals were willing participants and perpetuators of these attitudes. I haven’t formulated my thoughts coherently on where I stand with regards to such a comparison, but I can try to see the point she’s trying to make.
One of the readers of Pal’s article commented that in a free market people should be permitted to advertise whatever they want while another commented that women who get drawn into the pull of these skin-lightening products based on advertising and marketing don’t deserve much sympathy. On the other hand one could argue that societal attitudes and prejudices are so deeply ingrained and social pressures so high that women who rebel and don’t conform risk ridicule/ disparagement/ isolation and in many cases, let’s be honest, torture/ abuse and even death.
Women who opt for cosmetic surgery to make their genitals more ‘aesthetically pleasing’ may or may not be doing so under pressure to conform. Aggressive advertising by the beauty and cosmetic surgery market probably does have a negative impact on how female (and male consumers) evaluate their own self-esteem and self-worth but the fact of the matter is that women are free to pierce their clitoris and consent to a doctor taking a knife to their genitals should they be so inclined.
The increasing popularity of cosmetic surgery is not something to celebrate because it indicates that we are tumbling down a path of insecurity and unhappiness with our physical selves and moving from an internal to an external locus of evaluation that, especially for women, begins and ends with how they look.
For many, FGM may lie on the same continuum as cosmetic surgery but while the former is criminally abusive the latter is merely tragic. To put things simply, preventing women from opting for genital reconstruction for aesthetic reasons is not the way to tackle FGM. Similarly, it is tragically true that the objectification of women occurs at varying levels and degrees. While all of its forms, levels and degrees are unacceptable, all of them are not the same as rape and violent sexual assault. There is a distinction between social attitudes that contribute to violence against women and girls and acts of violence. Tackling both is essential if we are to create a world in which women and girls can live free from fear of violence but the distinction between the two must not be lost.
