Needless to say, the university I attend puts out a pretty half-baked newspaper. I mean, not to rag on it unnecessarily, but articles such as this past autumn’s special feature on “sexy Halloween costumes” appear with some regularity. Don’t even get me started on their ‘dating columnist’, which is undoubtedly some 20-year-old frat kid writing under the guise of a fat, balding Dr. Drew clone. Fine, whatever. Avoid, avoid, avoid.
Of course, in addition to being a locus of bad journalism, large universities such as mine are regularly inundated with advertising touting the latest film starring Seth Rogen or some other yahoo. Though the campus newspaper somehow cannot manage to secure enough advertising to avoid filling the three back pages with ads extolling the virtues of the newspaper itself, Valentine’s Day looms over the horizon. In some kind of desperate bid to increase sexy, sexy February sales under the guise of the promotion of safer sex, this ad appeared as a full-color flyer/insert in the campus newspaper yesterday or the day before.

“Chess Club Susie isn’t so quiet after all… The Incredible O-Girl!
Little do they know, a Play Vibrations Ring is her secret weapon!”
“All you need now is a theme song. ”
See a higher-quality version here on Durex’s website.
Holy moly. Am I the only one who finds this extremely problematic? Where do I even begin?
I’ll respond in the comments later, because I am really curious to hear some other opinions on this before I go blah-blahing my thoughts all over these vast internets. I think there are two potential readings here – one that is critical and what the dear Spinster Aunt Twisty over at I Blame the Patriarchy would call “fun feminism”. Please share your thoughts.
Props to my pal and classmate R. who first mentioned this ad to me. He was thoroughly disgusted by it I’ve extended a welcome to him, so he’ll soon be joining us on this here internet receptacle o’ conscious consumption. R. is a history major with an interest in issues of gender and sexuality; he also has a particular talent for the analyzing pop culture. We have a women’s history class together right now and have a good ol’ time being “those kids” in the class together. Vive la snark.
(2/17) Edit:: Okay, thanks for all the great comments! Keep ‘em coming. This seems to be a pretty polarizing image/advertisement.
I’ve been thinking about this image a lot the past few days and I become more and more troubled by it the more I think about it! I have been internet-less for the last two days or so, so I apologize for the delay. I’ll try to keep this short and concise, but I do feel that there are a lot of aspects of the image that need to be addressed.
- Firstly, it enforces several damaging binaries and does not address or create the space for alternative forms of sexual expression nor sexualities for women by presupposing that penetration by the phallus is the ultimate in sexual pleasure for all women everywhere regardless of any other factor. By that same token, the image constitutes similar implications for men, fencing in sexual expression/pleasure to the penetration of a woman. Yikes! Hegemonic sexuality abounds!
- This image represents a total loss of female sexual power, autonomy and agency. The Batman-like “O” signal goes up in the sky, which means O-Girl must have an orgasm at that time – regardless of what else she might be doing, without consideration for whether she wishes to engage in such an act at that time – to serve her societally ordained purpose. Instead of having control over her own body and pleasure, it is subject to manifest when it is needed.
- You could go further to read that this supersonic orgasmic shrieking could be considered a threat in moments of peace and quiet, thereby further legislating/limiting the woman’s ability to participate in sex. The presence of that random naked dude solidifies this for me personally. What is he, some random cop who has ‘gettin’ frisky with superheroines’ in his job description? Ha! But it does all suggest the ever-present power of the Phallus (capital P, for it’s full effect as a concept. Haha.)
- Female sexuality is only acceptable (or outside abjection) when it is channeled into specificity; contained in a concrete, socially acceptable way, or when it serves a specific societal purpose (i.e., instead of childbearing in this respect, it is crimefighting. Think about the parallels here! This is fascinating! Like childbearing and mothering, O-Girl’s act of crimefighting serves t0 preserve and protect the status quo in society, making her participation in the sex act legitimate.)
- Other points that I won’t get into too much – presence of the ‘male gaze’, woman as spectacle, the problem of racial minority status in an image like this. Also, Rainer had an interesting point today when we were talking about this — the failure of the female cop to stop the crooks when she is so highly trained/educated. Dude, you should comment with more of yr thoughts on this.