This blog post started out as a brief comment on an article from Mental Floss that I was sharing on my Facebook page. It slowly evolved into a rant. I decided it was an important enough idea to share publicly. The link is a collection of advertisements from 70 plus years ago that use overt shaming of women in order to convince them to buy products. The gist of most of these ads is simple: you are not pretty or hygienic enough for a man to love you. The article points out how ridiculous and offensive this approach to advertising is. Click the link to read it in depth. It’s an interesting read and Mental Floss is a pretty awesome website.
In particular, the novelty of the ads featured in the article is interesting, but the most fascinating part is the explanation about how advertising set out to make women feel inferior in order to sell them products. Advertising has changed a great deal in the sense that it has gotten more subtle and sophisticated, but it hasn’t changed that much in how it devalues women in order to convince them to consume products. It seems like most television and advertising has geared itself toward a select few messages, most of which can be boiled down to: “You’re not happy” or “you’re not adequate.” There are variations of these messages, including: “your family isn’t happy, but they could be if you use our product.” The vintage ads in the article are offensive, but they sell with the same message as most Cosmo covers and weight loss products. “You aren’t as good as our model, but you could be.” There’s a terrible trick built into the whole scheme as well. Which is that it’s a shell game. You chase the elusive prize, but even when you find it, you don’t. If you reach the “ideal” standard, the ads will keep telling you “you’re not happy” or “not good enough.” These advertisements and messages are everywhere, telling our wives and daughters to question themselves and telling young men that these are the standards of beauty that they should lust after.
The truth is that physical attractiveness is far from the most important quality for a woman to possess. Proverbs tells us: Charm is deceptive, and beauty is fleeting; but a woman who fears the LORD is to be praised. Beauty is important in some ways and men tend to be very visual by nature looking for beauty and attractiveness as a part of who they are. These are a part of reality, that we shouldn’t shame or decry, but to worship a standard of physical attractiveness that is unattainable and manufactured is wrong. It is even more wrong to shame women for not perfectly emulating it. God designed us for better than this. Men, in particular, need to lead the way in telling their wives, sisters, and daughters the truth about their value and worth as God’s creatures. Sometimes, my 4-year old daughter gushes about how she will be prettier and everyone will like her if she wears the right dress or has the right hairstyle. I do my best to correct this every time, telling her that I love her because she is herself and because God made her wonderful. The women in our lives are not to be cherished because of their beauty, though my wife and daughter are beautiful. They are worth cherishing because God blessed me with funny, clever, caring, awesome women that make my life better. I learn to love God more and be more like Jesus because of my wife and daughter. It’s hard to love my wife like Christ loved the church. It’s easy to forget that Eve was created as a perfect counterpart to Adam, to be cherished and valued as a gift. We need to do the same. It drives me crazy to think that my wife and/or daughter would ever think they are anything less than a treasure. I am amazed at how my wife becomes more beautiful every day and my daughter looks more like her all the time. I am even more amazed that them being so pretty is the least of their great attributes. Loving, respecting, honoring, and cherishing women is a blessing and a responsibility that all Godly men ought to embrace.
***Edited after posting to clarify a few ideas and fix a few awkwardly phrased sentences.***