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When it comes to science, math, engineering, and technology (STEM), multiple studies have shown that, in terms of cognitive capabilities, there are no differences between men and women.  Yet, women are sorely underrepresented in STEM fields.  A major explanation for this discrepancy lies in how a female perceives herself, a viewpoint that often falls short of her actual competency.  In other words, it’s all about confidence, or rather, a lack thereof.

Educators, policy makers, and many local organizations have made it their official mission to instill a greater sense of confidence in young girls when it comes to STEM.  While many of their efforts are proving to be effective, or at least they are a good start, I wonder why more is not done, and not just in terms of science and technology.

STEM is not the only area where women need a boost in confidence.  As someone who has spent their most impressionable years growing up in the 90s – the era when stick figures like Kate Moss were the epitome of beauty – I become angered when I see major advertising companies playing off of society-created female vulnerabilities, especially when it comes to how they look.

Take the standard beauty commercial.   The message almost always follows the same blueprint: woman has flaw, product will cover/cure flaw, woman achieves beauty.  You’re going grey?  Well, grey is apparently unattractive, so COVER IT UP!  Getting wrinkles?  You old hag!  Hide that crap before you look at that baby or you will make her cry!  (This is not to say that I am against hair dye; I just don’t like thinking that I need to cover greys.  If I want to dye my hair, it will be because I feel like changing my hair color).

But it doesn’t stop there.  The very reason I am thinking about this in the first place is because I watched a Nabisco commercial about a fiber-filled brownie.  In this commercial, there were many women (who were clearly of a healthy weight) rejoicing in a super secret supermarket location, NO BOYS ALLOWED, about being able to eat a brownie, guilt free!  To me, this commercial was offensive as I felt it suggested that women should be starving themselves and that women should be ecstatic about something that will [allegedly] keep them skinny – but not in a good way.  See for yourself.

This is not the first time I am writing about my distaste for the portrayal of women in advertisements.  And to be fair, men aren’t exactly represented justly either (take this awful frozen pizza commercial for example).  Why do we accept such a level of gender stereotyping?  Why do we perpetuate the idea that women have to constantly work toward a completely unreasonable and often physically unattainable standard of beauty or that men are fat and lazy bums?

I’m sick of objectifying computer-generated images.  I don’t’ give a crap that Snooki lost a gazillion pounds and now has the curvature of a twelve year old boy, because that is NOT what life should be all about.  Even more importantly, the concepts of beauty and sexuality should not trump being intelligent or having a strong work ethic.  Where are the advertisements endorsing smarts and hard work?  If we want our girls to be more confident in general, we need to quit emphasizing the idea that women are inherently flawed and must strive towards the unrealistic and completely ridiculous societal definition of perfection.

My thoughts and feelings on this topic are not novel.  There are many who not only feel this way, but are also doing something about it.  For instance, Miss Representation is a great film and campaign that sheds light on gender inequality in the media, helping to curb sexism in advertising.  Another great video satirizing the portrayal of women in beauty ads comes from Jesse Rosten (show this video to every female you know!), highlighting the ramped use of Photoshop in advertising (thanks to Joanne Manasterfor sharing this!).

Don’t get me wrong.  There is nothing the matter with wanting to look good because often, when you look good, you feel good.  However, feeling like you need to constantly fix something about yourself is not healthy.  If we are going to do these things, it should be for ourselves and no one else.