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The Royal Air Force gives a middle finger to female stereotypes in its new recruiting commercial
The Royal Air Force gave a big 'ol middle finger to the tired stereotypes typically found in women-focused commercials in its new advertisement, and God is it good.
Cliché lines from cosmetic and feminine hygiene advertisements played over video of RAF women doing, well, their jobs.
"I want a lipgloss that can stay on, whatever life throws at me!" a cheerful voice says as a servicewomen throws herself to the ground and peers through the scope of a sniper rifle.
"All-day protection, now with wings, so I can do anything," an inspired woman remarks (seemingly about a tampon or pad product) as a female RAF pilot takes off.
The commercial was the winner of the UK's Channel 4's Diversity in Advertising Award, Marketing Week reports, which asked brands to "address female stereotypes, objectification and the sexualization of women." Channel 4's head of commercial marketing Matt Salmon told The Independent that the commercial "clearly illustrates the difference between how women are portrayed in advertising, compared to the realities of everyday life for a woman serving in the RAF."
How women are portrayed in advertisements has long been a point of discussion. A study released in 2017 that looked at commercials between 2006-2016 revealed that only one in four women in commercials were portrayed having a job, compared to one in three men, according to Ad Week. And, women were almost 50% more likely to be shown in the kitchen than men.
The RAF's commercial ends with the message, "Women should be defined by actions, not clichés."
Let's see more badass women doing badass jobs. The lipstick can wait.
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Clint Eastwood still loves his role as Gunny Highway in ‘Heartbreak Ridge’ — ‘I’m proud I got to play a Marine’
Ah, Heartbreak Ridge, the creme de la' creme of moto-movies that gave us such gems as: "Recon platoon kicks butt!" and the tried-and-tested method of firing a bunch of AK rounds at your Marines and calling it a teachable moment.
The Defense Department's Inspector General's Office has launched an "evaluation" of the deployment of active-duty and National Guard troops to the southern border, a news release said Tuesday.
"We will examine, among other issues, what they are doing at the border, what training they received, and whether their use complied with applicable law, DoD policy, and operating guidance," said Glenn Fine, the principal deputy inspector general performing the duties of the inspector general, in the release.
Gold Star family members might finally see an end to the so-called "Widows Tax" thanks to the National Defense Authorization Act of 2020.
WASHINGTON (Reuters) - Nearly 175 Saudi Arabian military aviation students have been grounded as part of a "safety stand-down" after a Saudi Air Force lieutenant shot and killed three people last week at a U.S. Navy base in Florida, U.S. officials told Reuters on Tuesday.
The number of substantiated allegations of sexual misconduct against senior Army officials increased this year, according to an Army Inspector General report recently presented to service leaders and obtained by Task & Purpose.
The document, which lays out broad details of IG investigations undertaken in fiscal year 2019, looks at investigations specific to senior Army officials, which includes "promotable colonels, general officers and senior executives," according to Army spokesman Lt. Col. Emanuel Ortiz.