Strong women reinforcing hypersexual representations of femininity ??

 

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What else can be more confusing than seeing a soap brand which uses beautiful women in bathtubs and satins to sell their product, awarding strong women for their leading and strong roles in different areas of life.

I just saw a clip of Hum Lux awards for strong women.

Now I know the whole thought behind the effort sounds promising but what about the reality. None of these women themselves would ever endorse such ridiculous and degrading use of female bodies.

Why is lux always supporting a specific kind of femininity in its ads.

Please have a look at your ads again and reflect if they depict a woman of strength or sex appeal. What would a layman see?

It’s even against Pakistan’s law to show women in such degrading ways.

Are you promoting a specific kind of beauty?

Are you saying that luxury is associated with a woman’s body?

Are you ???

None of these leadership awards will ever impress me unless these people learn to respect women for being respectable human beings with an intellect that needs equitable space and recognition and that will never happen if women bodies are kept on being displayed as alluring toys.

So please rethink what strength are you talking about and what sort of education counts as education for you?

The one which gives women the intellectual respect they deserve or the one which destroys their intellect so that their bodies can be used to serve their business.

Saima Sher Fazal