A French Muslim woman, identified only as Carole, was banned this week from her local pool, after trying to swim in a burkini. The full-body suit, also spelled ‘burqini’, was designed specifically for Muslim women, so they could maintain Islamic modesty while swimming in public.

“I thought that it could enable me to enjoy the pleasure of bathing without uncovering myself, as Islam recommends,” Carole told Le Parisien newspaper. “I understand that it might shock people, but I am annoyed because I have been told that it is a political matter. I didn’t set out to cause a stir. My only aim was to be able to go swimming with my children.” [1]

The Burkini was designed by Aheda Zanetti, a Lebanese-Australian.

Officials say it’s not a matter of religious discrimination, but rather an issue of hygiene. It’s illegal for anyone to wear street clothes or loose-fitting swimwear in French public pools. “The lady was almost fully dressed,” Daniel Guillaume, the head of sports facilities for the Seine-et-Marne département, said. “The personnel simply applied the rules that are in effect in all pools in France.” [1]

While many westerners disagree with the Islamic dress code for women, France has been among the few to take legal action against it. France is predominately Roman-Catholic, but has the largest Muslim population in Western Europe, so racial tensions are nothing new.

In 2004, Islamic headscarves were banned from French state schools. The law passed by a Senate vote of 276-20, and prohibits any religious symbols from being worn on public school grounds, categorizing the headscarf as one such symbol. Muslim groups spoke out against the ban, saying it was motivated by anti-Islamic sentiments. A top lieutenant of Osama Bin Laden even released a tape shortly thereafter, in which he called it “another example of the Crusader’s malice, which Westerns have against Muslims.” [2]

The debate flared up again in June of this year, when French president Nicolas Sarkozy publicly supported a ban on burkas altogether. “We cannot accept to have in our country women who are prisoners behind netting, cut off from all social life, deprived of identity,” he said. “The burka is not a sign of religion, it is a sign of subservience. It will not be welcome on the territory of the French republic.” [3]

Whether or not the restriction of burkinis is a political choice, there is no doubt that it’s only fueled further tension between Christians and Muslims in France.

Sources:

[1] “French Muslim Woman Wearing ‘Burkini’ Banned from Paris Swimming Pool” (Charles Bremner) The Times Online UK. August 13, 2009

[2] “France Bans Headscarves in School” (Bootie Cosgrove-Mather) CBS/Associated Press. March 3, 2004

[3] “Sarkozy Speaks Out Against Burka” BBC News Online. June 22, 2009

Roughly 2.5 million weddings occur annually, most during June and August. And, averaging at $20,000 a piece, they make for a booming $40-50 Billion industry. It’s no wonder, then, that images of engagement and matrimony are advertised everywhere, even if they’re somewhat irrelevant to the products being sold. [1]

Here, we take a look at how this ceremony is exploited for a profit, and how ads can influence and alter our perspective on the institution.

THE ROCK

Diamonds are an ad agency’s best friend.

“Intensive weight loss program for brides to be.”

WHAT IT’S SELLING: Gold’s Gym Membership

WHAT IT’S SAYING: You have to lose weight for your wedding day, because no one likes a fat bride.

Would it be healthy to lose so much weight that your ring doesn’t even fit anymore? It may come as a surprise, but plenty of curvy women get married, too.

“BEFORE / AFTER: It will change more than your body.”

WHAT IT’S SELLING: Plastic Surgery (Dr. Jorge Perea, Colombia)

WHAT IT’S SAYING: Cosmetic surgery will help you finally get a man.

Yes, preying on insecure and lonely people is always a respectable approach.

“Brings out the best in glass.”

WHAT IT’S SELLING: Windolene Glass Cleaner (South Africa)

WHAT IT’S SAYING: If you can’t afford a diamond, you better fake it. With the right glass cleaner, she’ll be too dumb to notice the difference.

WHAT IT’S SELLING: Zero Jeans, Slim Fit

WHAT IT’S SAYING: Pants so tight your ring will leave a lasting impression.

Now, at the risk of reading too much into this, why exactly does she have to have a wedding band in her pocket, as opposed to a number of other pocket items? Does this come with the implication that that’s what their audience is after, and if they’re thin with tight pants, they get the guy?

WHAT IT’S SELLING: Natan Jewelry

WHAT IT’S SAYING: Give her a diamond, and her legs open right up! …And we thought prostitution was illegal.

Way to keep it classy, Natan.

PIECE OF CAKE

Wedding cakes are for more than just the reception.

“The Axe Effect”

WHAT IT’S SELLING: Axe Body Spray (Brazil)

WHAT IT’S SAYING: Use this body spray, and women will scratch and claw at the chance to marry you.

Axe is notorious for portraying women as a pack of dogs in heat, with an insane reaction triggered by a single whiff of cologne. It’s getting pretty old.

“Need to lose a little weight before your wedding?”

WHAT IT’S SELLING: Slim Fast

WHAT IT’S SAYING: Without these weight loss shakes, your wedding day could be a disaster.

If brides-to-be aren’t completely obsessed with their bodies by now, it’s a miracle.

“Men who find love in strip clubs.”

WHAT IT’S SELLING: Marie Claire magazine / Feature Article

WHAT IT’S SAYING: Empty sexual attraction can lead to love. Find out how!

“One thing leads to another.”

WHAT IT’S SELLING: Nescafé

WHAT IT’S SAYING: Coffee leads to polygamy?

“The world’s never going to be like this. Lose weight with Sanavita.”

WHAT IT’S SELLING: Sanavita Yogurt

WHAT IT’S SAYING: Overweight people never find love. Your only chance at happiness is weight loss, via yogurt.

Thanks Sanavita, for trying to boost sales by shaming your customers.

“Everything’s sexier in Paris, Las Vegas”

WHAT IT’S SELLING: Hotel Rooms

Las Vegas: preserving the sanctity of marriage, one drunken hook-up at a time.

WHAT IT’S SELLING: Tusker Beer (East Africa)

Only the man gets ridiculously plastered here, leaving the bride on her own. It might be nice if either (a) he wasn’t irreconcilably wasted at the altar, or (b) she at least joined in on the fun.

HERE COMES THE BRIDE

Clichés about women in advertising: Bridal Edition.

“Behind every happy wedding, there’s a woman.”

WHAT IT’S SELLING: Extra Outlet, promoting bridal gifts (UAE)

WHAT IT’S SAYING: Make her day even more special by giving her what she really wants – a washing machine, vacuum cleaner or toaster oven!

Compared to other Arabic nations, the United Arab Emirates is very modern and westernized. But they sure do hang on tight to their archaic beliefs about women.

“Can you think of a better reason?”

WHAT IT’S SELLING: Botox Cosmetic Injections

WHAT IT’S SAYING: Your daughter’s getting married, which means you’re unacceptably old. So, go paralyze tiny muscles in your face!

“Women know their priorities (especially on wedding day).”
(region unspecified, presumably non-U.S., per the grammatical translation error)

WHAT IT’S SELLING: Zappata Shoes (spec ad)

WHAT IT’S SAYING: Women care more about their shoes than they do about their husbands.

Safety first – for those pearly pumps, that is. Her husband takes the backseat, clearly objecting, but powerless to change the situation. This implies that women have their priorities in the wrong place, and men just have to deal with it.

“Get there faster.”

WHAT IT’S SELLING: Elite Luxury Rental Cars

WHAT IT’S SAYING: Grooms don’t care about the ceremony, they’re just waiting to get some action in the bedroom later.

Aside from being insulting, this has nothing to do with rental cars.

“You’ll want to show it off.”

WHAT IT’S SELLING: Innoxa Skin Firming Cream

WHAT IT’S SAYING: If you’ve got it, flaunt it. Even if it is your wedding day, in front of all your extended family, in a church.

That would be one awkward ceremony, indeed.

CALLING IT OFF

When “forever” is just a figure of speech.

“Fast(er)”

WHAT IT’S SELLING: Newton Running Shoes

WHAT IT’S SAYING: You’ve made a terrible mistake! Run!!

Conversely, the Newton ad for men shows a male ex-con running from prison guards.[See Ad Here] So, men are bad husbands and bad members of society?

WHAT IT’S SELLING: Excedrin

WHAT IT’S SAYING: You’ll need extra strength to deal with him.

Divorces cause both people stress and headaches. So this ad could alienate 50% of divorcees by implying he’s the only one in the wrong. It might work better as a split-screen ad, with ExHusband and ExWife side by side – because there’s no doubt that an “ExWife” ad on its own would be branded “sexist” in an instant.

WHAT IT’S SELLING: Tipp-Ex white-out (South Africa)

WHAT IT’S SAYING: You’ll need extra help erasing this mistake.

It’s a recurring theme that men are the sole problem in each failing relationship, which is pretty unfair and inaccurate.

“1 out of 5 women is a victim of domestic violence. Act now.”

WHAT IT’S SELLING: Amnesty International / Public Service Announcement

It’s an upsetting image, and an upsetting statistic. While Amnesty International does do a lot of good work for human rights, most of their ads tend to focus on abused women. It is an important issue, since an estimated 1.5 million women are victimized every year. However, there are also 835,000 annual cases of men abused domestically, but their issues are rarely addressed in public service announcements. [6] Some more balance in the campaigns would be prudent, and might help more men speak up about the problem.

People spend a lot of time, money and energy in preparation for their weddings. For many, the planning and daydreaming about that big day starts well before the spouse is even selected. So, it’s no wonder that matrimony is used so heavily in various advertisements. While they sometimes hit the mark with an effective campaign, the relationship between wedding vows and product sales is all too often an unholy union.

Sources and References:

[1]  U.S. Wedding Statistics // USA Wed Link Online

[2] AdsOftheWorld.com

[3] Gender Ads // Marriage

[4] Coloribus Ad Archives

[5] Advertolog Ad Archives

[6] “Domestic Violence: Men are Victims of Abuse, Too” (Doug Harlow) Kennebec Journal, Morning Sentinel. February 22, 2009

TheShapeofaMother.com is an online community formed by mothers, for mothers, to help them cope with the changes in their bodies and the monumental shift from being a child, to being with child, and beyond.

Women can choose their level of anonymity, express themselves without censorship, and bare their bodies without judgment. They receive an outpouring of support, understanding, and acceptance from other women on the site. It’s also a great place for teen moms to find safe harbor without criticism.

The sentiments can range from surprised and excited,

EVE, age 27:

Having spent the last 14 years suffering from Anorexia Nervosa before becoming pregnant I worried about how my changing body may bring back the thoughts, feelings and negativity I had experienced for so long. … I have to say I have been happily surprised by my own reaction. I loved being pregnant, took to it like a duck to water. I enjoyed my ever blossoming bump and showed it off to the max. My worries stuck about how I would feel post-pregnancy, but here I am, 3 weeks after giving birth to my beautiful daughter and feeling (and looking!) fabulous! ” [2 NSFW]

To depressed and disgusted:

REVAE, age 22:

“When Im naked I feel disgusted with my appearance, My husband says he likes my new look and that he thinks that’s the way a mother is supposed to look. But I just feel so unsexy.” [3 NSFW]

Many often also discover how they re-contextualize their bodies, now that they’re no longer just for physical activity or sexual purposes, but for creating and sustaining life.

ANONYMOUS age 25:

“I am still breastfeeding my child and so I think of my breasts in a different light. After feeling they were there to attract, they’ve been drank out for nearly 2 years. At first it felt as if my body wasn’t mine at all, it was just performing all these things for my child. Today it feels like my breasts.” [4 NSFW]

Many frequently open up about other issues as well, such as sexual abuse, domestic violence, resentment toward children, temptations of infidelity, and more.

It’s a forum where any person, female or not, pregnant or not, can be impacted by the honesty and kindness between members. It’s rare to find an online forum with no negativity or judgment, where it’s solely a safe place to feel loved and supported in a time of need.

Thanks to BRITTANY in FLORIDA for this website suggestion!

Sources NSFW – there is nudity on this site.

[1] The Shape of a Mother

[2] “Starting to Bloom” – Eve, 27

[3] “Trying to Cope with My Shape as a New Mother” – Revae, 22

[4] “When did it ever feel like my Body?” Anonymous