The Rising Voices Fellowship is a collaborative program created by the Jewish Women’s Archive (JWA) and Prozdor of Hebrew College. The fellowship is open to female-identified teens with a passion for writing, a demonstrated concern for current and historic events, and a strong interest in Judaism—particularly as it relates to issues of gender and equality. Learn more here!
With the newly popular theme of including feminist ideals in advertising—such as Pantene’s campaign against apologizing—I can’t help but express my gratitude. It’s nice of these companies to give a brief hint at achieving societal equality.
This Girl Can is a nonprofit based in the UK that “is here to inspire women to wiggle, jiggle, move and prove that judgment is a barrier that can be overcome.” In their main video campaign, women of all races, shapes, and ability levels are featured exercising and enjoying themselves. They are proud of who they are and are proud of their active lifestyles.
You would have to live under a rock to avoid advertising in our 21st century capitalist society. Whether it's billboards as we cruise down the highway, pop-ups on our laptops, or commercials crammed between the cliffhangers of our favorite shows, ads pervade nearly every facet of our lives. Naturally, businesses and nonprofits are constantly searching for new and innovative ways to grab our attention and our money. It should come as no surprise, then, that more and more ad campaigns have begun to cater to a target demographic's ideals and values.
Dove tells me I am beautiful as I am. Pantene exposes the double standard between men and women. Always reminds me that “like a girl” should never be an insult.
And suddenly I am transported into a golden era of feminism wherein I feel completely comfortable with my appearance, my life goals, and my femininity.
Or maybe not.
I can’t remember the last time I’ve seen a woman with a pimple on the cover of a magazine. I can’t remember the last time I’ve seen a woman with small breasts or a big stomach in an advertisement. The only time I’ve ever seen a woman in an ad with even slightly dry skin is in a “before” image.
“The greatest skin care discovery of all time!” boasts the 1957 black and white commercial, showing a still of the New York skyline. The camera then pans up to show a flock of white doves flying away, leaving a giant white Dove soap bar to fill the screen. The crackling voice explains the benefits of using a Dove bar instead of another soap product, demonstrating this by having a beautiful blonde young woman wash each side of her face with a different product.
Advertising is advertising is advertising. I will preach this from the mountaintops. When people talk about the cultural ramifications of “feminist” advertising, I have to roll my eyes a little bit. Advertising has one main goal: to sell people things. The methods employed to make people buy these things might change but advertising is not deep, it’s not intellectual, and frankly, I don’t think it’s all that important.
These advertisements, written roughly forty to fifty years ago, speak for themselves. (I found them in a blog post called “Vintage Politically-Incorrect Advertising”—never have I been more grateful for political correctness.) Interestingly, all of them seemed to be aimed at men. I suspect the reason for that is a simple one: the men, at the least in the eyes of the ad men, were the ones with the money in their pockets.
I have never prioritized shaving my legs. I’ve always found it a nuisance and a burden and have therefore generally avoided it all together. When questioned why, I would always come up with answers such as “bending over in the shower is too much work” or “I was in a rush,” but recently, after seeing a very thought provoking photo in which a women is depicted shaving flowers off her body, I began to further question my reasons for not shaving my legs.
My grandfather starts every Pesach Seder with the same opening lines. He talks about how he can remember being at the Seder table with his grandfather, who was once at a Seder table with his grandfather, and if you follow the generations back only a few more times you are right back at the original Pesach celebration, the escape from Egypt. These few words add so much meaning to my Pesach experience; I feel a direct relation to the Jews who escaped slavery so long ago. But while I love being able to draw this connection to the ancient past, something has always struck me about this tale: how come women are not part of this story of family linkage?
I do not break rules. I color inside the lines, a textbook example of a goody two-shoes. This is mainly because I am afraid of what will happen if I am caught breaking the rules. More specifically, I am afraid of the question of “why.” I like to have reasons for everything that I do, and so a question like, “Why did you hop that fence?” or “Why did you eat ice cream for breakfast?” leave me feeling like a complete deer in the headlights.
If you had asked me two years ago if I thought of myself as a rebel, I would have been completely taken aback. I also would have said “no!” in a shocked tone, and ask you what on earth had led to that conclusion. I’ve always thought of rebels as people who resist authority or control and honestly, I don’t resist.
Can someone please tell me when taking advantage of women became an acceptable thing to do? Stories of assault on college campuses and towards so many people—as well as the overwhelming lack of prevention—give quite the impression that violence is an untouchable part of society. I’ve learned recently, though, that it doesn’t have to be.
I am not your classic rebel. I have never been overcome by the desire to dye my hair a shocking color or pierce a part of my body that would make strangers gag, nor is there any sort of intrinsic teenage longing to break mailboxes, have sex, and drive drunk hidden within my unstable and developing adolescent brain. It’s hard to believe that the majority of my peers could be particularly rebellious either.
It is telling that the when you Google “anarchy”, two definitions come up: one that calls it a “state of disorder” and the other, “a political ideal.” But in my mind, to paraphrase Ellen Willis, anarchy is not a violent rebellion but an overhaul of societal consciousness. I find it more compelling now to be a critic, of everything, because to live critically is to live truthfully.
I love Hanukkah. Always have. Eight crazy nights of games, presents, impromptu dance parties to the songs of Jewish musical maestro Paul Zim, and examinations of a stack of illustrated children’s books about the holiday, among them one very special giant-sized coloring book. (When I tell you giant-sized, I mean the length and width of an average toddler.)
To many other girls, I am “basic.” I shop at J. Crew and I love Starbucks. I Instagram pictures of food and take selfies on Snapchat. Sometimes, I say things like “OMG I cant even,” and I eat at Chipotle. Despite this, whenever someone calls me “basic” and I ask why, they always point to the clothes I wear.
I set the water on my stove to boil and flicked on the kitchen radio, which was, as usual, set to NPR. The announcer was giving an update on the ebola crisis, now listing fatalities from a recent accident, now discussing the stock market—I changed the channel. I’d had a long enough day already and had no desire to sit and listen to the ongoing string of bad news. I flipped through channels until I hit a pop station that wasn’t in the middle of a commercial break. As I pulled out plates and pasta sauce, a new song played in the background.
In my hometown, December means more than just early evenings and the optimism of an impending winter break. It takes on significance beyond any of the holidays, concerts or changes in the weather. Instead, December means Cotillion, the prom-like event that has groups of high school students talking endlessly of dresses and limousines, pre-parties and after-parties, and definitely not the etiquette that the dance is supposed to teach.
For most of my life, my fashion sense has been dictated more by what I don’t want to wear than what I do want to wear. Socks with seams? Nope. Tight jeans? No way. Itchy sweaters? Out of the question! I feel almost nothing towards clothes, and when I do feel anything, it is usually frustration at tedious trips to the mall and or the seamstress shop. Sure, I enjoy looking “good.” But I have never really had any idea what “good” actually means.
I was leading the feminist crusade toward an era where women would be judged not by the cuteness of their clothing but the content of their character. I, clad in ill-fitting yet fully functional attire, was the ascetic monk of the religion of Not Caring What Other People Think.
It was sixth grade when I started to feel like a child among women. Up until that point my wardrobe had consisted mostly of gaucho pants, t-shirts, and Converse sneakers, which suited my perfectly boyish body. But the dreaded halls of middle school eventually caught up with me and walking into school the first day I was caught up in a flurry of flowery perfume, tight leggings clung to early curves, lip gloss, and straightened hair flipping over shoulders. Hormones were raging and silly crushes became relationships while“hook up” was introduced into my vocabulary.
When I shop for clothes, I try to purchase tops that are not exceedingly cropped, low-cut, or sheer. I can’t count the number of times I’ve been excited about a cute dress or shirt, only to flip it over and find that the back is completely cut out. This is disappointing, but it also makes me question my own tendency to judge the Girl with the Crop Top. If the majority of clothes at the mall are cut out, cut-up pieces of fabric, it might not be fair to judge consumers for buying what is being sold.
The little girl races to unwrap it and gasps when she sees what the package contains. It’s Slumber Party Barbie™ and she couldn’t be more thrilled. All of the girls in her class have the doll, and now she can’t wait to bring her new Barbie in to school to show them! With the silky haired icon comes an accessory set including a pink satin robe, hair curlers and a pajama set. But what Barbie would be complete without a matching pink scale permanently set at 110 lbs. to keep her slim and fit? Oh and better yet, Slumber Party Barbie™ comes with her very own diet book, solely containing the advice “Don’t eat!”
One of the best ways to write poetry is to read poetry: this is common knowledge probably spoken at every writing class in the world. However, this advice is not specific enough. The leader of the class should instead announce to the group of rookie writers that one of the best ways to write poetry is to read the poetry of Adrienne Rich.
How to cite this page
Jewish Women's Archive. "Rising Voices." (Viewed on February 27, 2015) <http://jwa.org/blog/risingvoices>.