The Over-rated Equality

Every morning as I step into the train station at Sandycove Glasthule, I would be given two FREE newspapers – Herald AM and Metro. It has occurred to me a few times while reading the newspapers – do we have to stoop so low in promoting some kind of news that don’t matter too much, using women in skimpy clothes! Below are examples from today’s newspaper of Metro.


Case Study 1 – Two mouth-watering models promoting free 20,000 vouchers by Bank of Ireland offered to new third level students. The girls are equipped with briefcases (presumably full of vouchers, or were they full of other skimpy outfits). I don’t get this. What message am I supposed to take away from this? These 2 cannot be the potential students, for they are far too old and they don’t look like they have the capacity to become students anyway! Or should I assume that Bank of Ireland banking officers or assistants are this gorgeous – which I doubt it right down to the bones of me! They are not, believe me. So here is an example of marketing catastrophe. But then again, I resort to thinking that this is used simply to attract eye balls, which is fine - we do that everyday. But I still think it is wrong unless there is a drive by Irish rail to promote the campaign for men – To all men! Use our train, pick up the free papers & wake yourself up on the train by having a boner while looking at these half-naked women promoting things we are not too sure of! What a good way to wake up before hitting the office!


Case Study 2 – This is a lot sadder! The model is on (supposedly promoting) roadsweeper! How lame, and how moronic can you get to place a model, who’s close to showing her panty to the public. We are so absolutely sure, none of the drivers of the roadsweepers will be this drop dead gorgeous. What is the bloody point really? Because, chances are – the person operating this would be some men with flabby arse! No pun intended, I just don’t get it.

OK now, crux of the matter is – where are the women who are so gung-ho about equality. Women have moved on so much ahead, women have been a part of revolutions etc. But having seen all the 2 case studies above, they have done nothing but to take a giant step back from what they have fought for. This is one thing I am not sure – what is that women are fighting for when it comes to equality. Ok fine, there’d be room granted for equality – equality at work, salaries, responsibilities, representation etc... but at the same time, this kind of demeaning act takes place, and allowed to take place in the society. Where are the women to scream back and say “Stop this! Don’t use us as sex tool, it is demeaning! Unacceptable!” No, there won’t be any. I wish there were adamant strong voices against this. This is what I would call situational or circumstantial convenience i.e. where one feels that one can take advantage of the situation, one will max it out.

It is not about equality after all. My case in point is - if women are serious about equality and not to be treated this low, they should stick to their gun. I rest my case.