A Brazilian gym has released a set of eye-catching advertisements telling women to "Be Independent" ... by opening a jar of olives.
The ads depict (already fit) women standing in front of very buff men -- or more accurately linking elbows with them, so that it appears that the women have their own "manly," hairy, muscled arms. Said arms are then used to open wine bottles and olive jars.
The photographs are jarring, to say the least. Some people have reacted with what The Gloss' Jamie Peck termed "a loud, collective 'WTF?'" And to be fair, the ads do invite a few questions:
However, I agree with Peck's assessment that as gym ads go, these aren't so bad. "I ... like that they emphasize the fact that you should go to the gym to get stronger, not just lose weight. How many gym ads have focused only on the women's slender bodies and not what they can do with them?" Peck wrote. The answer is, not many at all. In the last few years, gyms have tried to target women by asking if we're "skinny fat," telling us that our butts are too large, and equating "brainpower" with sex. I'd say that encouraging strength and independence are far superior tactics -- especially during a time when women are more financially independent than ever.
It's not the boyfriends, brothers and husbands who are footing these (unfortunately quite large) gym membership bills -- it's women themselves. And while we don't need man-arms to open olive jars or be self-sufficient, what we need even less is to be told that putting on weight makes you worthless, and that the purpose of exercise is to avoid that fate.
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And I strongly disagree with Melissa Soalt! I´m from Brazil an that MACHISMO that you say...
thats a old thing, that i dont see it anymore. At least at the area where i live. Maybe you have
a old town or another experience thats not reflect all Brazil.
Way to miss the point. It's not about the jars/wine bottles per se, it's about the whole "weaker sex" thing. Which is a stereotype that they're trying to combat, apparently. As I see it, maybe people just like to complain about anything.
Or maybe Emma Gray is just trying to hit her quota for number of articles for the month. I mean, this is such a non story.
I totally understand when some people agree on splitting domestic work and men take over screw driver stuff, but in before-mentioned situations bragging that she doesn't have to change bulbs in her house or doesn't know how to use a SD was really about HAVING A GUY/HUSBAND!
I live alone and don't mind doing minor maintenance work around the house, but every time I mention this to any of my senior female relatives, I get something like - "Honey, you have to find a husband, it's not what ladies/women do!" (reaction to my story how I hanged paitings in my room - there was some drilling involved).
I also find it funny when there's a couple walking on the street and the guy carries his date's purse (which is sometimes just a small clutch). It's a very common thing here in Russia. I wonder if it's different in other countries.
My point is that as long as women want this, this stereotype will live. And in my country it can take many more years to change it.
Exactly.
But I found out long time ago that in Russia for example women themselves did a lot to support and nourish this stereotype. After WW2 majority of male population was exterminated and women were struggling trying to make ends meet, and building (often literally) new place to live. Life witout men was very hard, especially in villages, where you had so much more to do to survive. Women in many places aspired to be like all those European heavenly beauties in New Look dresses, who smell like roses and the only heavy thing they carry was their tiny elegant purse.
It's been almost 70 years after that, but even in my generation (I'm 30) being weak is seen as some sort of REAL female essential quality. Weak means sexy and attractive.
If there's a party at a friends' house and I help my friends at the kitchen, I'm always reminded not to do things shown here ("Please, stop, there are guys who can do this! Save your manicure!").
It IS true that nothing makes you feel more alive than that blood pumping through your veins and arteries. Muscle development on women is cool, so long as you don't go for that freakazoid look that competitive women body builders get.
I eventually grew 4" on my pectorals and was told by my modeling agency that I had better stop because my breasts were too big. I said screw that, I'm going to the gym.
As a former personal trainer, also, I encourage women to work out no matter how old you are. It IS better than sex, money, men or chocolate....o.k., maybe not chocolate, but still good.
I am not an advertising expert (I only watch Mad Men) but these ads are awful.
My only beef with the ads is that the inclusion of large arms will scare women away from strength training because they think they can actually get that huge. They can't and won't. Unless they regularly take steroids.
Also, you use baby or olive oil to get that muscley sheen.