One Person’s Pain is Another Person’s Problem
January 30th, 2010Not.
I generally despise television advertisements, especially the ones aimed at women or their children. We all know that children are rather suggestible; my son wants a blanket with sleeves and my daughter wants some of those wonderful hanger thingys. Personally, I could use some Space Bags ™ for my over-stuffed linen closet, but that’s neither here nor there. The worst commercials are aimed squarely at middle-aged moms.
There are the ads that want me to believe that Andie McDowell, Linda Evangelista, et al, would be dried-up, old hags without the unguents and potions they want us to buy. Or that grown women need to be small enough to fit comfortably in kid chairs or wear their teenage daughters’ jeans. Anything approaching a post-pubescent hip-width is greeted with horror.
OK, so not only are we supposed to maintain an impossible beauty standard, lest we suffer the odious fate of not being sexxxay anymore, we are also not allowed to feel physical or emotional pain. Now, I am all for medications to relieve pain or depression, solely for the benefit of the person in pain. But this attitude is apparently not shared by advertisement agencies. If we are depressed, we need to take antidepressants so we can be more social and not burden others with our sadness. Any benefit to the depressed person is but a side-effect.
Physical pain is even less acceptable. Women who suffer from fibromyalgia and rheumatoid arthritis are being targeted for several new pharmaceuticals. This is especially ironic because so many women suffering from fibromyalgia were told it was all in their heads by so many doctors for so many years. Now fibromyalgia is fully recognized as a medical disorder and women are getting the treatment they need. The thrust of the ad, though, is “take our meds ’cause middle-aged ladies in pain are no fun.”
My newest outrage comes from an aspirin company pushing their migraine-specific version. The tag-line is “Don’t let your pain become someone else’s problem.” The visual is a mom playing with a child. Because the only reason we should even want to relieve a headache is to keep from imposing on our families. God forbid we should want to get rid of the throbbing pain because it sucks for us! No, we alone are not worthy of a pain-free life. If not for our poor, beleaguered partners and children, we should just allow the pain of a migraine to reduce us to a mass of quivering, light-phobic jelly.
I don’t get migraines, but my tension headaches are real barn-burners. Trust me, the last thing I think about when I take those little blue gelcaps is whether or not someone else is inconvenienced by my pain. I am inconvenienced by my headache and that is enough.
Interesting how you never see men-specific meds marketed as “cures” for other peoples’ problems. We never hear how a man’s sexual problems may be affecting his partner so he should take Brand X e.d. drug. Or how his frequent nighttime bathroom trips are also keeping his partner awake so he should take Acme Prostate drug. Every drug specifically marketed to men emphasizes the benefits to men. Weird.
Exactly why is there a difference in marketing? There are really only two possibilities, equally disturbing. One, marketing departments assume that women should only care about their health as it pertains to and affects others. Or the more probable two, the knowledge that women have been socialized, inculcated with the belief that they are defined only by their relationships to others. Since we are not individuals, worthy in our own rights, we are just daughters, girlfriends, wives, mothers, sisters, grandmothers. And as just somebody else’s whatever, it is assumed that we won’t take care of ourselves unless we are told that our health problems make us bad wives or mean mamas or burdens on people who shouldn’t have to actually care for us.
The sad thing is, they’re right, to a degree anyway. Check out Twitter or Facebook profiles sometime. People who put their relationships to others first on the list are usually women. I’m guilty of this myself; wife and mother are the first two things on my profiles. Mr. Prairie, the most dedicated husband and father, doesn’t put either in his profiles. While anecdata is no proof, check it out yourselves. Moms are more likely to put that high on the list, because it is expected of us.
While parents of either gender are supposed to put their children’s needs ahead of their desires, only mothers are expected to subsume themselves to their families. If we don’t put ourselves dead-last on our own lists, we are horrible people, bad mothers, selfish bitches. Even when it comes to our health, we have to consider others first. So the ones taking care of others get the least care themselves.
Since most women have been thoroughly socialized to be nice and accommodating, and to fear being perceived as mean, selfish, forceful, or bitchy, maybe we do respond to different kinds of marketing. It just pisses me off. Maybe I’m weird, but I want companies trying to sell me something to acknowledge that I, alone, should be reaping the benefits of that something. I apply face cream to keep my skin from feeling tight, dry, and itchy. I take pain relievers so I don’t feel like hitting myself in the head with a tack hammer. Tell me why your face cream or lipstick will make me feel better, not sexier or younger. Tell me why your pills will make my body or head hurt less, just for me.
And any benefit to my husband and/or children can just be a side-effect.
