Just last week, I had the pleasure of flipping through an issue of the fashion magazine Marie Claire. According to their website, this publication is: “Your source for information on fashion, style, beauty, women’s issues, careers, health, and so much more. It is the fashion magazine with character, substance and depth, for women with a point of view, an opinion and a sense of humor…If it matters to women, it’s in Marie Claire.”
Hmm, sounds promising so far.
Inside I found these two ads:
What matters to women? Apparently Slimfast diets and breast implants. I particularly love the Slimfast image, with its bait and switch. Women want to lose weight to be more confident, it’s improving their self-image, right….? Oh wait, what they actually meant was women want to look better naked.
1. Don’t tell me to diet.
2. I already look good naked.
Why do these ads make me happy? It’s not because I’m looking to drop pounds or get bodywork done.
It’s not even because they expose Marie Claire’s mission statement as blatant hypocrisy.
These ads make me smile because of what happened as I was looking at them. (Glaring in anger, really.) Because at that moment, two other women in the room with me became interested in what was causing my face to twist up. I quickly showed them the offending pages. And what happened next was brilliant. We started a dialogue.
In a very simple way, we deconstructed the hell out of those images. We talked through it. We voiced our different opinions. These stupid, frustrating pictures of faceless women turned into tools whereby we could talk about what it means to be a woman now. And that’s a seed of hope for this society. Women want to talk about what it means to be women. They just need the opportunity. And what is more fitting and more ironic than using mass media as a diagram of exactly how we don’t want to be seen?
I may even write a little note to Marie Claire, to thank them for making their idea of womanhood so clear to me. It’s useful to know thine enemy.