Talk about gratuitous advertising.
Football is Big Business in the US. It is
the number one viewed/televised sport in the entire country. Men who have never
played football in their lives have a favorite team (and these days, imaginary
teams, called ‘fantasy football’) and spend thousands of dollars showing their
tribal loyalty.
Look at
this picture, clipped from today’s newspaper coupon flyer. The word ‘harridan’
comes to mind.
When I first saw this ad, I didn’t read the
wording. All I could think was, oh, this must be a plug for a new Disney/Pixar
movie. This woman is the villain. She certainly looks villainous. It was only
after about a minute that I realized that it was a picture in conjunction with
clip coupons. It is an advertisement for makeup.
They even had to make it super simple to
understand. There’s a phrase in it that says:
Find all
32 NFL team looks at covergirl dot com (no, I refuse to put in the link. I am
not going to give them free advertising on my blog.). I have no idea what ‘team
looks’ means. I won’t go there. But the point being, the cosmetic company is SERIOUS. It claims to be
an “Official Beauty Sponsor of the NFL.”
Official? Well, there’s a tiny logo for the
NFL. I can only imagine the snickers and laughter from the Commissioners of the
NFL when they were approached by this
cosmetic company to ‘sponsor’ their business. "Sugar," I can hear them saying, "football players don't wear makeup." Sugar said, "But their women do." Money is money, and
that is what drives football.
It took me a while to figure out why this
specific ad pissed me off. One sees ads all the time for cosmetics. Why does
this one make me angry?
The idea in this specific case is that women
need to spend a ton of money marking up their faces and having their fingernails
painted to reflect their support for “their” favorite team.
Hence this ad. I’ve never understood why
advertisers like to have their models photographed with their mouths wide open, as in this case. I suppose they think it indicates excitement. But we can
tell faked emotions, either in real life or in ads,from real ones in an instant.
We
humans are adept at reading facial expressions. We do it unconsciously. We do it instinctively.
Body language, (including facial expressions) is subtle but doesn’t lie. We are
expert at reading expressions and discerning true intent. We are so good at it
that an entire meme base…that of ‘emoticons’ or ‘emojis’, is used everywhere on
the net. We even read them sideways. ;-) We are so good at it at such an early age that Mr. Yuk is used for toddlers who can't read.
What is Mr. Yuk saying? That this substance you are thinking of ingesting is poisonous. I didn't have to tell you that. You already knew it, despite the possibility that you've never seen it before.
The capacity of understanding facial expressions is such an integral part of what makes us human that people who cannot read facial expressions, for instance, people with autism, are considered mentally disabled.
Emojis are symbols that distill an emotion into print and still tell us everything we want to know when they’re used in context with
text. In fact, that’s the point!
(and raises in my mind the question as to whether autistics can understand emojis.)
I don’t believe that the cosmetic companies
understand women as thoroughly as they think they do. Women put on makeup for
other women, not men. It’s not a sexual thing.
It’s a
competition thing. It’s an ego thing.
Let’s be
honest.
Women wear
makeup to hide behind.
Yes, we
do. We’re self-conscious. We have a less than gracious opinion of their
appearance. No matter how good we look (and some women take it to horrifying
and sometimes deadly extremes in the way of anorexia), we don’t believe we look
good. We lack self-confidence. (although in my personal case, I don’t wear any
makeup and haven’t for years. This is my face and I’m comfortable in it.). My
mother-always a dead on judge of character- once said, every fat woman has
perfect makeup or hair.
She was
right. I might be fat, the obese woman says to herself, but my face is perfect.
I know women who will put off going to the
hospital because they’re having a stroke until after they’ve ‘put on their
face’.
The cosmetic industry preys on us. Cosmetica
peddles face paint as a ‘self improvement’ sort of thing. It's marketing strategy is to target our insecurities:
is my skin flawed, am I too fat, are my
boobs too small, is my hair frizzy. God, look at my nose, the bags under my eyes, my lips are too full or not full enough, is that a zit? It goes after us with as much mercy as a
spider shows to a snared fly.
Cosmetica has no ethics. It goes after little
girls, now. You can find ‘starter’ sets-cheap paint pots designed to appeal to
little girls, to get them into the habit of buying cosmetics. Every kid wants to feel ‘big’. The demographic they aim for is six year olds. Cosmetica
grooms little girls like a pedophile.
It is all based on hope and a suspension of
belief. You NEVER see a homely women in a cosmetic ad. Never. The unspoken
promise is: if you use our product you will look like this girl.
Look at the girl in the ad. Under the hideous makeup job is a lovely
woman. She’s, oh, I’d guess, 19 years old. She has perfect teeth, perfect hair,
flawless skin. The average woman will never, ever look this good…but they try.
They desperately want to be thought of as better looking than they think they
are. Never mind the fact that every ad
containing a human is photoshopped in one way or another. Even this girl
doesn’t look this good in real life. (google photoshop disasters and you’ll see
what I mean.). This girl has a job solely due to her appearance. She might be
able to do quantum physics, but that’s not what they hired her for. I can tell
her right now: save your paychecks, because one of these days you won’t be
getting it from Cosmetica. Nope, you’ll be done in, oh, five years. Promise. I hope you have a skill.
It takes
courage to face the world with the face one was born with.
The woman in this ad is Cosmetica’s way doing exactly the opposite of what makeup is used
for. She’s drawing attention to herself. Women don’t do this. Not in this way.
If we want to grab a man’s attention, the makeup may be part of it (especially
the lips) but we know that it’s our breasts that men look at. The cops can tell
you that if a woman commits a crime in public, if her cleavage is exposed, male
witnesses will not be able to identify her by her face.
But in the
vast majority of cultures, tits aren’t exposed for inspection. We cover them.
Hence, the "need" for makeup.
Men don’t really care about makeup. Well,
most men don’t. Some men I know think that a woman who spends tons of money on
makeup is self centered and conceited.
Let’s add to this fact that any woman that
does this to herself is not doing it to show support for ‘her’ team. No, she’s
doing it to satisfy her boyfriend. It’s a way for her to show, see honey, I DO
understand your passion for your tribe
It’s the one time when she’s wearing
makeup for her male.
But it wouldn’t surprise me if Cosmetica
doesn’t try, yet again, to convince men
that they should wear makeup, too. Some men do. All actors are made up, but
some wear it all the time, whether or not they’re on camera. Take a look at the
actor Tom Cruise on the few occasions he’s been photographed without makeup.
He’s homely as hell. He has freckles everywhere. Not that freckles are a bad
thing, but the Tom Cruise you see on the screen or in pictures is as phony as
the woman in this ad.
The cosmetics industry is HUGE. I wouldn’t
be surprised if the various companies (and no, since I don’t wear it, I have no
idea the names of all but a few) make TRILLIONS of dollars on peddling
cosmetics to women. But there’s that
huge pool of males that lurk just outside their lucrative franchises. They can
smell it. They believe that men just need a little nudge, a bit of convincing
that if real men like football players aren’t afraid to wear lipstick and
mascara, you can, too.
It’s not as if men don’t paint their
faces. They do. But only in one specific case, only in one specific venue. That
being, when they’re at the game to watch their team.
You’ve seen them. They’re in the stands, faces
painted in their team’s colors. Some dress up in costumes: i.e. you’ll see face
painted Vikings fans in sub freezing weather, bare bellied (BIG bare bellies)
with a fur vest and a horned hat upon his head, or grown men wearing fake
slices of cheese on their heads.
This seems to be a peculiarly American
thing. I lived in Europe for many years, where “football” (called soccer in the
US) is, if you can imagine, even bigger than American football. I remember
seeing people filling the streets, singing the war songs of their team (in this
case, I was living in Germany when that country hosted the World Cup). They
waved flags but I don’t recall seeing anyone with their faces painted.
On the other hand, seldom do American
football fans riot in the streets should their team lose (or win!). That, I’m
told, is not an uncommon occurrence in England. To me, that is merely a bunch
of vandals using the game (whether they win or lose, they riot) as an excuse to
destroy, burn and assault.
But none of them..NONE of the players of
football, wear makeup. (the black stripes below their eyes are not considered
makeup..they’re to reduce glare and the field is the only place you’ll see guys
wearing it.) None of their male fans wear their team colors on their face when
they’re at work, or eating dinner.
Men wearing team colors on their faces is
not ‘wearing makeup’. That’s something Cosmetica wants to change. They test the
waters of male opinion surreptitiously, and often. I remember seeing an article from some
fashion bimbo who insisted that now that being gay is okay, straight men
shouldn’t be afraid of wearing ‘just a touch of lipstick’.
They aren’t paying attention to history. Or
demographics. Men don’t read fashion magazines. They don’t watch women’s shows
on TV. You can hardly get them into a movie if they hear it’s a ‘chick flick”.
Remember when Rogaine came out? A drug
proven to grow hair, it had been the holy grail of the cosmetic industry for
years. An entire industry had focused on various ways of replacing men’s hair:
toupees, (named thus because “wig” was just too feminine for men to tolerate)
hair plugs and hair weaving, potions rubbed on the bald spots…there was all
sorts of chicanery devoted to replacing men’s hair. It was all blown away by
Rogaine.
Rogaine was incorporated into an obscenely
expensive men’s shampoo. Cosmetica KNEW
they were going to make billions of dollars on the shampoo, they just KNEW it.
But they didn’t understand men. Most men
don’t give a damn about going bald. Only a relatively few men wear toupees.
They are universally thought of as silly and self centered. Bald happens, and
men think, if women don’t like it, tough shit.Even more important, most women don't care, either.
In the last decade or so, many men have
flaunted bald heads: basketball players, actors, etc. It looks good on them. I
don’t know why this is, but black men, in particular, just look sexy as hell
when they’re bald as eggs.
Of course, there was a certain percentage
of men who DID give a shit about going bald, and bought the shampoo. But the
problem was that one, not enough men bought it to make the makers of Rogaine as
rich as they’d hoped, and two, it’s the sort of drug that one needs to use every
day in order for the hair to stay. A third complication is that one must be
very careful where the shampoo goes, as it will grow hair anywhere it’s placed,
not just on one’s bald head. One heard stories of guys whose sloppy use of Rogaine gave them hairy ears that made
them look like a tufted penguin. Somehow penguins don’t give the impression of
masculinity, virility, physical prowess, strength, or courage. Penguins look
like waddling butlers.
| The effects of misapplication of Rogaine |
So the makers of Rogaine turned to the dependable sucker of the industry: women. "Women will buy anything if they think it makes
them look pretty." Now you can see ads for
Rogaine for Women.
Again, the trouble is, most women don’t go
egg head bald unless they’re undergoing cancer therapy. Our hair thins, but we
don’t go bald bald. So we don’t use Rogaine, either.
Cosmetica took a bath on Rogaine. Which may be contributing to a deep secret that Cosmetica would like to ignore: that
fewer women are buying makeup. The bottom line is declining, the CEO is seeing his billion dollar 'compensation' package sliding down into the millions category. Part of this is due to the economy. The rich are
getting richer and don’t have a problem spending hundreds of dollars on makeup.
But the average woman is happier now with who she is. The average woman, now,
also has no job. When you can barely afford to keep a roof over your family’s
head and food on the table, that fancy shade of lipstick is going to be
considered an expensive-and unneeded luxury.
That is what pisses me off about this
specific ad. It’s not enough that millions of women around the planet spend
millions of dollars (won, yen, euros, etc) for the vain pleasure of wearing makeup.
Humans have been making up for thousands of years.
What pisses me off is it isn’t enough for Cosmetica to have income equivalent to a small nations' entire GNP. They take in mountains of money but it's still not enough. They’re
already selling to little girls, using culture to train them as early as
possible to NEED cosmetics. Their products are too expensive, and, in some
cases, too dangerous (just recently it was learned that lipstick contains lead
and cadmium, both toxic
chemicals/substances). But it’s not enough for them. That money must be kept
rolling in. New marketing venues must be exploited, and if it takes making a
woman look like a witch, so be it.That is what this whole ad is about. Making more money for Cosmetica.
Enough, I say. Leave the children alone.
Leave the football fans alone. Cosmetica, you have enough money. Leave it.