Boards
I’m not going to lie: watching this video made me ROFL–but not for the right reasons. The “i” in SCIENCE is spelled with a lipstick tube. Unfortunately, the only thing funny about this vid is how pathetic it is. The European Commission created this PSA to get girls more interested in science and engineering careers. Sounds like a good thing, right? Nope.
This is prime example of how clueless our culture is when thinking about women. In one of the most well-intentioned moves in feminism, one of the most sexist things was created. I can’t imagine what it was like sitting in this board meeting.
“We need to get more girls into math and science!”
“I know, let’s make science look girly!”
“Right. We’ll just throw in some eyes shadows, lipsticks, and models–then we’ll toss in a microscope! Bing. Bam. BOOM! Feminism!”
“All in favor?” All in favor.
You know what this video could have done? It could have showed all different kinds of women doing all kinds of cool stuff! Girls creating video games or women changing the face of cancer research. Here’s some more CRAZY ideas, girls making robots, making new iPhone apps, and yes, sure, creating new cosmetic products.
Do you know what this video did instead? It suggested: Hey, you! You’re a girl! You like pink stuff! You like makeup! You like fashion! Science has pink, makeup, and fashion. You probably didn’t know that because you’re a stupid girl!
The only actual scientist in the video is a MAN and the women in it are flirting with him. None of this makes ANY sense.
I know there are plenty of chic and fashionable female scientists, but that really shouldn’t be the selling point of science, you know? The year is 2012 and the only way we think we can communicate to girls is through beauty and fashion? We are so much more than that.
Scientific Fact: Girls are smart. You wouldn’t think girls could be scientists if you didn’t think girls were smart, right? So what is all this?! Really, I want to know what the European Commission was thinking!
Yeah, it totally sucks that there aren’t more women in science, but this isn’t changing anyone’s views. Give me a role model, not a bottle of nail polish.
Remember Jane Goodall? Azure Bowie who designs The Sims video games? Sally Ride, the first female astronaut from America to go into space? Lida Fried who made that awesome feminist LEGO set?
Show us that women can make a difference and break ground in this field. Stop sending the message that no matter where we go, we have to be over-sexualized, beauty queens!
Do you find this ad offensive? Let us know in the comments!
To tell you the truth, that would be a really cool commercial. FOR A FASHION LINE! There is nothing sciency about this. They are showing off their look to a scientist. The only thing smart in this video, is their flirting with someone who looks to have a way HIGHER IQ.
Well then! I, for one, LOVE science. It’s the only class I like in school — I even hate electives. No, I wouldn’t exactly make a career out of science because, let’s face it, I’m not a goddess of math, but still. And I could not hate make up more… except when Billie Joe Armstrong wears it.
Case closed….
This article is right on the money on how certain people take to the fact that they think women think about nothing else but the “finer things”. That having an actual brain and discussing topics that are bigger than the daily gossip is only for men. the video should have been less about fashion and more about how women can be more resourceful when it comes to finding cures or creating gadgets that to help others. the video is disrespectful and poorly judging a woman’s priority.
I don’t see the problem with the commercial. This article just seems like another example of reading too much into things to make it seem like it’s sexist. There are many commercials and advertisements showing women having a successful career in science, but it doesn’t really appeal to the girly girls that just thinks of science as a boring and dull thing. This shows off a more fun aspect of the subject that can also appeal to some of the things that girls like, such as makeup. In my opinion it seemed upbeat and fun.
i liked the commercial people shouldn’t be finding new things to get mad about all the time. im a girl and now when i think of feminist, i think of the extreme type who get furious when they see cute commercials like the one above. the fashion in this commercial caught my eye, i think it was my favorite part.
Wait i am so confuesd are the try to put make up and science together or what??
I think they were trying to say girly girls should get into the sciences. Most people think of women scientists as being frumpy looking when we should be encouraging anyone who wants to dabble in science to go for it.
Them trying to juxtapose women and “girly” things with science objects just further separates them. You see each one, but I don’t get the sense of connection between them. The only thing the connects the two is the one woman scribbling gibberish on a clear board. The artist behind the commercial obviously didn’t understand the issue at hand correctly, or understand what science means for that matter.
How about have real women in the field explaining what they do and give girls a role model? Being a woman pursuing a career in science, this really frustrates me -_-
This commercial was very unsuccessful. First, I didn’t know it was about science. I thought it was about makeup. And second, it didn’t make me anymore interested in science than I already am, which is not very interested.
Wait, so you’re saying that if I wanna be a Chemist (which I really really do) I have to look like a model and blow up make-up and stuff? Ew. I’ll stick to writing.
I’ve noticed that in recent years that it seems like everyone is going insane with shoving Science and Math down our throats, and while that’s all fine and good, they’re doing a pretty horrible job of it. It’d be easier (and a lot cheaper) to go on the internet and write a blog about how awesome Biology is than to make a ton of offensive commercials. Girls, and boys, too, nowadays are probably more likely to listen to a blogger that sounds their age (or, maybe is their age) than some commercial with a bunch of people laughing and dancing around to the sound of science.
Also, when can I start saying I loved Science before it was cool?
I think they were just trying to show that beautiful girly type women should and can be involved in all types of science, so they used things often thought of as “girly” to represent it. I see no problem with it, I even liked the commercial. The women seem happy and confident in themselves.
I got like a minute in and then realized that it wasn’t a make-up commercial.