At his great blog, Work that Matters, Tom Megginson highlighted a pretty stunning commercial. In it, a woman in a dilapidated mansion looks disgustedly at a mildly repulsive carpet covering a giant room. She resigns herself to pulling it up, revealing a smooth hardwood floor beneath. And she hauls the mass of fibers to the street, only to return to a room newly covered again.
It’s a metaphor for the Sisyphean task of hair removal, of course. So what’s the solution? Well, it’s not rejecting the obviously unrealistic task of being female and hair-free. No. The solution is laser hair removal.
*I stole this fantastic title from Tom.
Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.
Comments 25
Leslie Healey — September 5, 2011
Use of classical mythology for personal hygiene drama (?) is evil. And dumb. Might as well enjoy it.
TsarinaDott — September 5, 2011
The part I enjoy the most is how it's cold outside and she clearly benefits from her carpet (!) by wrapping herself in it.
Anonymous — September 5, 2011
You know, I find myself hanging out in a bra, a skirt, and a pair of ridiculously high heels all of...never. But hey, I've also never ripped up a carpet with my bare hands.
Cocojams Jambalayah — September 5, 2011
I get that this post is about women's hair removal from other parts of their body than their head. But I want to flip the script and share this post from my pancocojams blog about the "growing" trend of some African American women rocking either a bald head or closely cropped hair very near their scalp:
http://pancocojams.blogspot.com/2011/09/bald-headed-women.html
This post also includes two videos of African vocalists, and one video of bluesman Lightnin Hopkins' song "BaldHeaded Woman".
Anonymous — September 5, 2011
The recent release of Deus Ex: Human Revolution has had me thinking about transhumanism lately.
But for all the talk about the superhuman strength, health, durability, reflexes, or intelligence that human augmentation has the potential to create, I think that most of the real money is going to be in cosmetic alteration for quite some time. The invention of agelessness will be financed by the profits of permanent hair removal.
Or perhaps even genetic alteration to not grow body hair from the start. Certainly a "next step in human evolution," since that's the direction we've been moving in for the past several hundreds of millennia.
Nicole Dunham — September 5, 2011
Well, this actually is a fairly accurate depiction of how I feel on the inside when invited to do activities/wear clothes that involve me showing a little bit of leg (or even ankle). Usually when I say "I'd rather not do that because I do not want to have to shave my legs," my interlocutor responds "nobody cares about that! they won't even notice" I pull up my pantleg... "oh, I see" See, because, I really *do* have carpet legs, it really *is* a battle trying to get rid of it all for a pool party or whatever and people really *are* going to notice. And probably talk about me. And, sorry, I do not want to fight the hirsute woman battle at my friend's kid's 10th birthday party, or at a benefit concert, or at a job interview.
I mean, it's fine, I just wear pants and don't go swimming on a regular basis. But I, for one, am refreshed to see a commercial that reflects how I actually feel about hair removal rather than razor/wax commercials showing smiling/laughing bikini-clad women prancing around.
Natalie Red Morse-Noland — September 5, 2011
Tweak this a little bit and it'd make a great scene from a horror/thriller movie. But that's not exactly the mood I want to associate with my body.
Keeley — September 5, 2011
Interestingly, it's not like there's gorgeous hardwood under there, either... It's not obvious that the lack of carpet is better than the carpet, beyond the fact that the woman has decided to tear up the carpet...?
Soso — September 5, 2011
Is it of interest to note that, among the heterosexual males with whom I associate, a hard-wood floor in the context of a female refers to her having shaved her pubic hair? I am not entirely convinced that this commercial is looking at shaving her legs.
Lars Fischer — September 5, 2011
I know, I'm just a bloke so maybe I have no idea, but - while I do get being half-naked when doing work that'll make me sweat, putting on high-heel shoes isn't very productive, is it?
Kategoulden — September 5, 2011
The music and faint singing makes it sound like one of those starving child commercials
Just me — September 5, 2011
The rrrrripping does a good job of making me think of painful waxing. I have PCOS and rarely shave unless wearing a bathing suit, and even then I wear calf-length swim capris so I don't have to worry about hair removal above the knee. My husband doesn't care a bit, but it's annoying when I hear men talking about how "gross" body hair is on women.
Donsie — September 6, 2011
Yep, my body is a dilapidated mansion. That's why it looks like hell.
Lianne Sentar — September 6, 2011
Ugh. Yes, women should be SO SAD that they grow hair. It's a TRAGEDY. A tragedy that can be cured with lasers.
Look, I know body hair issues can be pretty dramatic in a young woman's life (mine included), but what we do NOT need is the media making that worse by treating the natural state of a body as some kind of monster. This is deeply insulting. I never much liked those commercials with ladies running around with pink razors and trimming bushes, but at least those are pushing the idea that "hair removal will make you feel spunkier." This commercial is saying "hair removal is the only way to escape an unending horror movie."
I hate, hate, HATE this culture of selling women products by teaching them to hate themselves BEFORE the product. The only thing this commercial made me hate was the company that designed it.
Femininity and Hair Removal | Conversations on the Rhetoric of Gender & Sexuality — September 8, 2011
[...] found this ad through the Sociological Images blog. Check out the original post here. ← Gay in “The [...]