Why does the depiction of women in advertising now have to always be about being ‘badass.’ Some of us still enjoy our femininity in a not so competitive, aggressive way.

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Granted that is kinda silly, but I don’t think badassery and femininity are mutually exclusive.


You can be a feminine, non competitive badass. Just like you can be a stay at home wife and/or mom who loves to take care of their spouse in a traditional "woman's" role feminist. These terms don't mean just one way of being.


bc lazy stereotypes get client approval much easier - unfortunately lots of good ideas get watered down to this, as I’m sure you know as a CD!


There's a huge tension here bc when describing male leaders like 'elon musk' you don't say "the groundbreaking, barrier shattering Elon musk" you say "Elon Musk" but then there's a pressure to add language which signals the groundbreaking nature of women leaders but in my opinion it can create a sense of otherness instead of actual integration. I've heard preferences for both sides from women - so I think it's just a complex subject generally


Advertising doesn’t really allow for the complexity of these things - a documentary allows for a much more nuanced representation. Overall though I think there’s room for multiple personas of worm - I can relate to more than just one of them!


You must be really bored. Perhaps you should go get a manicure and stop worrying your pretty little head about this.


If by “femininity” you mean docile and meek, then no, it would never get past the 1st round at any respectable agency. That is virtually nonexistent in any form of media.

I feel like you see it as an ‘either one or the other’ thing. Just because I don’t want to be a life-crushing badass doesn’t mean I’m meek or weak. I enjoy my quiet confidence. I like looking pretty and acting sweet. I handle my biz with a quiet confidence. And I make sure I’m respected.


Pretty sure every baby product ad I see has a non-competitive, non-aggressive woman. As does 75% of all the commercials that have come out of my agency this year. What segment are you looking at? Running shoes? Yeah, be badass and show how those shoes stand up to a run across the whole US.

I don't think its "aggressive". Ive really liked the ads. Do you have examples specifically?

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