Santa barbie mezi námi aneb kopnout si do mýtu

9. ledna 2006 v 20:43 | cosey.mo |  Číslo 11 - Móda
O Silvestru skončila propagační akce firmy Eurotel týkající se levného volání, konkrétně, mám dojem, volání zdarma po třetí minutě. Myslím, že v tom bude určitě nějaký ten háček, jak tak znám monster-super-výhodné nabídky velkých společností, zvláště mobilních operátorů. To je ale vedlejší.
Co mě zrovna na této reklamní kampani uvedlo v úžas a vytržení, byla její hlavní "hrdinka". Santa barbie, jak jsem si jí pro sebe nazvala, naděluje dárky a dopouští se násilí - totiž rozbíjí hodiny, což má zřejmě znamenat, že jsou volající díky santa barbie od času osvobozeni.
To je první věc, která mě zarazila, že na slogan "Zastavili jsme čas" se dá vymyslet tisíc a jeden způsob reklamního zpracování. Dotyčná agentura se ale vztáhla, přes trochu složitě vykonstruovaný oslí můstek, k tomu, co prodá cokoli - k sexy slečně.

Sexy dotyčná na reklamních plochách třímá jakési počítačově zkonstruované kladivo a snaží se vypadat zuřivě. To, že by opravdové, byť i o mnoho menší, kladivo těžko svými křehkými ručkami unesla, nikoho nezarazí. To, jakou práci jí dává vykouzlit na svém princeznovském obličejíku masku vzteku, je groteskní a zároveň příznačné.
Dovolte mi zjednodušující zobecnění: když dám stranou hodnotící hledisko, totiž jestli se mi santa barbie líbí, nelíbí (v mužském případě přitahovala by, nepřitahovala), říká mi reklama, že můžu být drsná, zuřivá, akční, ale aby to mělo formu, musím být zároveň pekelně sexy, či alespoň se o to snažit, abych nebyla označena jako odpudivá mužatka.
Jasně, že je to trochu přehnané stanovisko, ale znám slečny, které místo, aby riotily a všemožně si užívaly punkového mládí, užírají se nejistotou, protože nejsou barbiemi, a na hodně věcí, které s nimi souvisí (třeba jaké chování si mohou dovolit) se dívají skrze svůj vzhled. A tak hubněme a odbarvujme se a nechme do sebe řezat, abychom si mohly kopnout do skleněného svítícího panelu s nějakou podobnou krasavicí, nebo třeba do příslušníka nebo do čehokoli, co nás sere, a třeba nám to bylo za naši "krásu" odpuštěno. Jestli toho všeho ovšem ještě ve stavu "krásy" budeme svými kostnatými nohami schopné…
 

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