This implications of this ad are infuriating. It insinuates that women have to keep up their image of delicacy and submissiveness by the phrase 'Act like a lady'. At the same time, it says that women should 'Work like a boss'. To me, this means that although women cannot be the boss, they should work just as hard. And the worst of all, 'Think like a man'. Why do we have to think like men? What qualities do they contain that are superior to ours? This ad provoked worldwide outrage and the company had to apologise for it, but it is disgusting that people could think that this ad in any way celebrates Women's Day.
I have never seen this particular ad before, but I am not surprised by its content. BiC has produced other ad campaigns targeting women in a sexist or inappropriate way. I recall BiC releasing several types of "pens for women" that were supposed to be specially formulated for women's hands, but in reality were the same design as other pens, with the only difference being their "girly" colors and their higher prices. The ad that you have chosen perfectly represents their attitude towards female consumers: they are fundamentally different than men and need to change themselves to become equal to them while still being conventionally attractive. I am shocked that this would ever be printed, let alone be allowed to represent National Women's Day. This line of advertising does not resonate with women; in fact, it insults them. I hope companies like BiC will realize this soon.
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