SAF ‘Shades of Green’ ad demeaning to women

From Aware Facebook page and omy.sg, 7 Sept 2013.

Women, interested in a career with the Army? Quick, get out your eye-shadow palettes and pick your favourite shade of green, because that’s what will land you the job!

These packages went out to women in Singapore, advertising the Army Women’s Seminar 2013. It comes complete with a fake mirror and eye-shadow palette.

We want to let the Army know that make-up doesn’t stir our patriotic sentiments. Can you help us think of a creative, effective way to send them a message? The seminar is on the 14th of September, so we’ve to put our strategy together soon. Leave a comment on this post if you have a good idea.

Shades of Sexism

Shades of Sexism

SAF needs women badly and they’re on a recruitment spree to meet their target of an additional 500 female officers by 2018. If not for AWARE complaining about their marketing blitz being sexist, I wouldn’t have known about this Army Women’s Seminar. By harping on the Army objectifying women through the gimmick of green eyeshadow, AWARE has inadvertently given ad agency Mandate an unlikely helping hand in promoting the event. Any AWARE AGM would make a military seminar for ladies look like a flower arrangement workshop in comparison.

I’m sure AWARE fully supports the idea of having more ‘Girl Power’ in our armed forces, but maybe they should be ‘sending a message’ to the Army about the lack of female generals (the highest ranking female today is still Colonel) rather than picking on an ad for favouring provocation over patriotism. Personally I thought this fake makeup kit isn’t half as bad as the ‘trophy boyfriend’ ad some years back which suggested that women ovulate in squealing ecstasy at the sight of men in uniform. It’s also a novel way of getting women interested, instead of using models that suggest that female soldiers are supposed to look in a certain way that combines grace, dignity and steely courage, as below:

I see a woman wearing makeup

Or that they would fare well in the army by looking downright intimidating, like a discipline mistress in school.

Your future boss, ladies

I think the intention of the ‘Shades of Green’ ad is to portray an army career just like any other worth pursuing which involves dolling up as most professional women do, be it a high-flying corporate executive, an OL or an SIA stewardess. It also busts the stereotype that you have to look like a women’s judo champion, or a GI Jane, in order to serve. If a lady CEO dresses like a slut in public, AWARE is unlikely to complain, but if a female SAF officer dabs on lipstick in front of her male colleagues, it’s sexual oppression, nevermind if she does it while in full battle order and a rifle in hand.

It would be very helpful if AWARE actually does constructive creative work of their own and run some gender-neutral campaigns to support such events themselves, or better still volunteer to secure the frontline in the event of a real war. Those talons would come in really handy then.

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