Inject me: Skechers tries on the stereotypes with Christina Aguilera as "naughty and nice" "nurse"
August 2004 -- In the coming months, shoemaker Skechers reportedly plans to run a global ad campaign called "Naughty and Nice," featuring Christina Aguilera, as part of a long term marketing deal with the pop music star. Ms. Aguilera will be featured in three different ads: as a police officer confronting a woman bending over a car, as a schoolteacher confronting a student sitting at her desk, and as a nurse confronting a patient sitting on a hospital bed. In each photo, Aguilera plays both figures, and there is a strong element of sado-masochism, with the authority figures as the dominants. All figures are dressed and posed in sexually suggestive ways, often with exposed bras and/or short shorts. In each case the dominant wields a symbol of her physical authority in a threatening, if goofy, way: the teacher holds a ruler, the cop some handcuffs, and the nurse is about to inject a patient with something that looks like a huge 100 cc metal syringe connected to an 8 gauge needle. The submissives seem to wear expressions of mock alarm. Although the Christinas are apparently all wearing Skechers, on the blackboard behind the teacher someone has written many times: "Skechers Are Not Part of the Uniform." This campaign will reportedly be run in pop culture and teen magazines and placed in retail stores around the world, and it has already received significant coverage in the business and advertising press. Send this letter to Skechers.
Evidently, someone has a reason to think that auto-erotic and/or sado-masochistic lesbian role-playing fantasies with a touch of petty rebellion sell consumer products. However one might feel about the themes underlying these ads, the nursing image presented here clearly plays into harmful stereotypes that have been a factor in the profession's current crisis. The image of Christina Aguilera (who is, to say the least, closely associated with public sexuality) holding a gleaming silver syringe/vibrator, wearing a sultry look, a nurse's cap with red cross, a white "nurse's" mini-dress that fails to conceal much of her breasts, her red heart-patterned white bra, her near-fully visible garter belt which runs down to her white stockings and white dominatrix boots...well, it's not exactly what we had in mind to attract bright young students, or those seeking a second career, to nursing. This ad simultaneously exploits the "naughty nurse" and the battleaxe/Nurse Ratched stereotypes, setting the nurse up both as an available sex object and a mock-malevolent authority figure, rather than a competent professional. Of course, similar things are being done with teachers and police officers, but those professions are not in the same posture as nursing in terms of gender composition or global shortage, and in any case, they are no doubt able to look out for themselves.
Yes, it's a big tease, but given the role of these stereotypes in fostering a harmful public image of nursing, we strongly object to this ad, which will apparently be distributed widely around the world.
We urge everyone to write to Skechers or send our instant letter to ask that this depiction cease immediately.
We understand from Skechers public relations department that these print ads will be primarily running in European and Canadian magazines. Skechers refused to reveal their "print list" of magazines where the ads will appear. We will be counting on our international members to alert us if you see these ads in print.
See more on the advertising campaign from cherryflava or from the businesswire.
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I saw the ad and I don't think it is that big a deal...I took a marketing class during my business major days and learned that people do see it as it is..an ad to make them buy shoes.
I think the bigger issue is once again a company is taking a well-known figure for teenage girls and dressing her like a sl**t like they do all of them-and once again embedding the message of "this is the only accpetable way to look." This ad is more damaging to the girls of our society (and the boys b/c they think a girl has to look like this to be worth anything) then it is to the nursing community.
I have to say that in this day and age I am surprised more people aren't upset by stereotyping. How about all men in nursing are gay? Or, girls go to nursing school to get their MRS? Or Little Black Sambo? Or Polak jokes? I could go on! It also surprises me that so many have been outraged about nurses not wanting to be portrayed as sex objects any longer, but would rather be characterized as the knowledgeable professionals we are. Just goes to show that there's nowt as queer as folks.
Tom - your taste in women reminds me of that country song about the guy who likes his women trashy. Nothing wrong with that though. :)
I think we all have the individual right to respond to stuff that offends or to not get offended. I HATED the Herbal Essence commercial with the fake orgasm loudly blasted into my living room. HATED IT.
steph
Whats trashy about that, she is so loverly
And I loved That commercial also, I used to laugh so hard at it
I think the bigger issue is once again a company is taking a well-known figure for teenage girls and dressing her like a sl**t like they do all of them-and once again embedding the message of "this is the only accpetable way to look." This ad is more damaging to the girls of our society (and the boys b/c they think a girl has to look like this to be worth anything) then it is to the nursing community.
chevelle- you are 100% right on about this.
and as for the boys responding to this?
well just look at our overgrown boys here on the bb and your case speaks for itself.
the nurse outfit was a bit much (very showtime "at night" or skinamax-my nickname for cinemax cable network). If feel for the young girls with so much pressure to show sexuality now (and i am just 10 years removed fro highschool myself). I Don't get overly stressed out about the "naughty nurse" stereotype, its annoying but i take more issue with the idea that teen girls have to be sexy at ALL TIMES. Way too much pressure on our youth, and justs riles the boys up. (as if teenage boys need any extra stimulation!)
:imbar :rotfl:
Chevelle
202 Posts
I saw the ad and I don't think it is that big a deal...I took a marketing class during my business major days and learned that people do see it as it is..an ad to make them buy shoes.
I think the bigger issue is once again a company is taking a well-known figure for teenage girls and dressing her like a sl**t like they do all of them-and once again embedding the message of "this is the only accpetable way to look." This ad is more damaging to the girls of our society (and the boys b/c they think a girl has to look like this to be worth anything) then it is to the nursing community.