feminoggles

I’ve run across these two commercials recently and my ambivalence heightens as I’m watching them. Watch these commercials and then think about these two things:

1. How do you feel after the commercial?

2. Finish the sentence. “I can…” and “I will…”

Weight Watcher’s enabled Jennifer Hudson to say “I can.” (Click Play on “Check out my TV Ads”)

…and just to throw this in for a contrast*…

Now, I’m going to be honest. After the watching the Weight Watchers commercial, I feel empowered. I feel as though I have the power to change. Yeah, I can. I can (what?). I can look good. I can be thinner. I can be skinny. I can lose weight. I can sing like Jennifer Hudson. I can be a kick-ass black female singer. I can lose weight on Weight Watchers and be everything I’ve ever wanted to be???

Okay, let’s move on. Under Armour. After watching the woman’s version, I feel a sense of determination, strength, power, self-reliance, independence, resilience. I will…protect this house. And what does that mean? Protect this house, stand my ground, fight for my self, not lose.

The men’s version is entirely off-putting, except for the man called  “Cheese” who walks up. That’s just funny.

What do these commercials say about femininity? Masculinity? Success? Power? Body? And let’s remember what they’re selling: Under Armour sportswear and Weight Watchers weight loss services/products.

It seems important to be able to break down a commercial because there are so many voices out there telling me who I am supposed to be. More than that, what success looks and feels like. I’m drawn into these two pictures: one, because of her confidence and success in life, and two, because of the determination and strength demonstrated. All are attributes I struggle to have at times. And although they stir those feelings in me, the underlying message is I am not enough.

I am not enough, as I am. And that I can (should) overcome that. This is the feeling that much of our economy relies upon: as long as we feel inadequate we will keep buying things (like sportswear or weight loss products) that make us, for a moment, feel a little less inferior.

How is that workin for you?

Me? I’m exhausted.

*I did want to address the allusions to domestic violence this ad evokes. It is here that a clear line needs to be drawn between fantasy and reality, competition and real life.  Do most commercials prey on our fantasies? If so, that’s an important thing to be aware of.