The other day I came across a report produced by the Advertising Standards Agency recently. They have done a survey of advertising compliance in the cosmetics industry and discovered that 93% of the adverts surveyed complied with the law. That may sound good – 93%! – but then even gambling adverts have a 99% compliance rate while food and drink advertising is at 99.2% – and both of these industries are held to special higher standards with tighter controls than is the case in the general law. There are seven times more non-compliant beauty ads than either gambling or food and drink ads. Skin cream adverts were the worst offenders with a 19% breach rate.
It interested me, so I share it.
I could go on a bit – I could refer back to The Beauty Myth and body fascism and talk about how horribly the cosmetics industry perpetuates and exploits women’s socially created insecurities, trying and too often succeeding at making us all feel inadequate and unacceptable for not being supermodels, blah blah blah. I could relate it to the woman and her two male friends who thought it was OK yesterday to make loud remarks (from a safe place on the other side of a high fence) about how unacceptable my tits are, my tits which do not even try to be “acceptable” and yet which still felt humiliation at having their inadequacy pointed out so loudly, pointedly, rudely, aggressively. Poor boobs. Lovely boobs. Stuff’em.
Or maybe I could go in another direction. I could get into an ASA groove and relate an adjudication I read about today on four TV ads for a gambling website, which featured the (self-)humiliation of a number of people with dwarfism. The adjudication considered at great length to consider whether or not the ads were juvenile and therefore likely to appeal to young people and encourage them to gamble. They were also careful to refer to the characters in the adverts as “persons of restricted growth” or “persons of short stature”. Which is all very sensitive – yet why is the horribly offensive nature of the advert – which features little people participating in stunts designed to belittle them, to humiliate them, to make them look silly, to use their bodies as entertainment, as entertaining (so reminiscent of the freak shows and the dwarf tossing of days gone by) – why is this overlooked entirely? I’m not sure to be frank whether to call this kind of advert “ableist” as it may depend on whether you consider dwarfism to be a disability… but surely, whatever you call it, it isn’t acceptable in a just society?
Well I could go on and on and on, following these little avenues or maybe some other avenue or – like – whatever.
The trouble is, I’ve been deep inside a place at the centre of me, looking out, pondering, looking in, allowing slow thoughts to come clear. Digging, thinking, working things out. Planting seeds and allowing them to germinate in their own good time. Gardening starts to teach you patience, starts to make you think, a little, of the long view. This is all jumbled up because it is that time when jumbling happens, when clear thoughts emerge from soup. Have patience. The seeds are here.
What I’m saying is that – in the scheme of things – skin cream? Skin cream?
People are dying out there. Women are dying. They are under boots and behind doors and inside the Woman’s Room. We are being beaten and tortured and imprisoned and starved and raped and ignored. All over everywhere. And I put on my boots and I dig in the soil and I look forward to harvesting – what? That sneaky “we”, it isn’t “we” at all… And I can talk about this guy, or this woman, or this company, or whatever and – it all comes back to – the woman looking in a soul mirror, a woman looking in her mirror and seeing blood. But not her own. Not my own.
I have given suck, and know
How tender ’tis to love the babe that milks me:
I would, while it was smiling in my face,
Have pluck’d my nipple from his boneless gums,
And dash’d the brains out, had I so sworn
As you have done to this.
That oath. It was sworn long before me, long before my babe who lies safe, safely sleeping – yet both of us have the blood on our hands, our innocent hands. The oath sworn, before either of us, nevertheless binds us both, just as surely as it binds every woman and every man on this entire planet. I am not afraid of blood, but whose blood is it? And what can I do to heal the wound it came from, to unwind the oath and save the babe? Whose babe? Not mine, for she is safe asleep, with blood on her hands too.
Oh, and I want milk. I want milk.
But whose babe will go without?
And how much of this is menstrual poetry?
And how much of it is real?