Women taking the lead

When television originally began to dominate our homes women were used as the main attraction in advertising. One should not look at this with prejudice or be defensive, but feel proud that women are successful role models in today's advertising.

On Nov. 26, 2000 Hafiningsih's article which claims Advertisers distort women's image to attract consumers humors me. It reads as if this is a new discovery whereas in fact it has been so since day one. We need not look at this with disdain but be pleased that women take the lead today in one way or another in what many people consider to be a male dominated society. We will always have the housewives, mother-in-laws and pretty girls saturating the TV screens. You couldn't exactly justify showing Mathias Muchus in the laundry trying to convince his audience to use a powerful detergent or Gigi using a skin-whitening cream: it just wouldn't be credible.

However ... we must draw the line when the advertising becomes offensive enough to make the woman look like an idiot or loose.

As for women taking the lead or being respected as a professional in any career, this is really up to the individual. The former top executive of Astra International is a good example of a leader; and ... a woman.

Personally, I think it is all in the mind that men dominate. It is untrue. They are here by virtue of our very existence. There are obviously various areas that condemn or ridicule women and their image, but on the whole we give substance to competition.

As for a male dominated society, I think it is only so for those who think it is so. Let us not forget our attraction as the female species that qualifies us (in the raw sense of the word) as a marketable commodity in the world; because we are female, sensitive, feminine, sensual, child bearers, have long hair, wear more varied clothing, have soft skin -- and the list goes on.

We will always be role models in advertising and many other industries. We should be proud that is the case. As individuals or women's groups, it is up to us to put our foot down when discrimination prevails and be more aggressive when standing up for one's opinions.

C. PARRY

Jakarta