experience the new durex superthin ultima. our thinest condom
so thin you can leave her pleasantly puzzled ~ did he really use one? or didn’t he?
Or, as one astute twitter user said “do I need an abortion? or don’t I?”. The fact that durex in India can confidently use rape as a selling point for their condoms shouldn’t be at all surprising really, after all, if Assange has taught us nothing it’s that having sex with a woman without a condom, even if she says she wants one, is just negotiation, not a betrayal of trust or a violation of her body.
I have many problems with this line of advertising.
- It trivialises consent in sexual relationships. If the female partner is having to ask herself whether or not her male partner used a condom during vaginal intercourse we have a major problem of lack of consent. Yes, unlike Assange would like to have us believe, consent is not just about yes or no to putting something in a woman’s vagina. Consent is also about the how, when, with what toys, in which positions, how many times and with what contraception and consent can be withdrawn at any time. If durex thinks it’s ok to have unprotected sex with a woman without obtaining consent, it’s seriously misunderstanding the legality of the activity from which it derives a big chunk of it’s income. Not something which is pleasantly puzzling in any language.
- It makes a lie out of the fact of vaginal sensation during penis in vagina sex. It is the male partner that is likely to experience the greater reduction in pleasure, not the female partner, when using condoms. In fact, in many studies into condom use and sexual pleasure women have reported little to no difference in pleasure based on whether or not their partner was wearing a condom. So using female pleasure as a selling point for condoms a) perpetuates a myth about female sexual pleasure being all about the cock in vag and b) could potentially discourage condom use among men as it is effectively legitimising their feelings of frustration about having to use a condom.
So when will advertisers learn that women’s bodies are not objects for use in making profits? If this is the sort of stuff we’re going to continue to see, I suspect it’ll be a looooong time. I’ve only listed two major issues I have with the add here. Do any feminaust readers have their own issues to raise? I’d love to hear about them in the comments. xxx