In the world of advertising, words matter. Sexist language in advertising campaigns and phrases like “Grow Some Balls” have been thrown around for years. But now, it is time we take a step back and reflect on the implications.
Why do people still say, “Grow some balls“? Whatever the reason, it is time we move past slang based on male or female anatomy because it is sexist and gendered. Many use the word “balls” (or similar terms) as a way to describe courage, determination, or strength. The thing is, it is always connected to male anatomy, which makes it seem like these qualities are tied to being male. Does that mean one needs testicles to be brave?
Language like this, which we still hear among friends and coworkers, continues to promote old-fashioned gender stereotypes. Moreover, it leaves out anyone who doesn’t fit into traditional gender roles.
PUMA’s ‘You Need Balls’ campaign: A step back for gender equality
Ahead of the women’s cricketing season, PUMA India launched a campaign featuring ace cricketers like Harmanpreet Kaur and Richa Ghosh under the tagline “You need balls.” The campaign photoshoot presents these athletes in bold poses. It highlights their record-breaking achievements. However, the underlying message is troubling as the campaign compares their success with being “ballsy.”
The irony in the Campaign’s Instagram post comes from its mixed messages. The caption says, “To be the best in the world takes balls.“ It suggests that you need an uncompromising, traditionally male quality to succeed. At the same time, the inclusive sentiment expressed in the hashtag #CricketIsEveryonesGame tries to promote the idea that cricket is for everyone, no matter their gender. While the campaign wants to celebrate women in cricket, it still implies that women need masculinity to be seen as successful athletes.
The main problem with PUMA’s slogan is that the poor wording fails to recognise the various forms of strength that women bring to sports. Some of these are resilience, strategy, teamwork, and emotional intelligence. Are these women not impressive enough on their own? After all, they have proven their talent and skill in this male-dominated field. So, why suggest that they must fit into a so-called male standard to be appreciated?
No more masculine standards
Direct-to-consumer fashion brand Qua has partnered with Indian women cricketers for its new pre-fall 2024 campaign, called “Modern Heroine.” Unlike many ad campaigns that have women athletes wearing masculine outfits, Qua takes a different approach. The campaign’s photoshoot presents women cricketers in a variety of clothing styles, whether feminine, masculine, or non-binary. It allows them to express who they really are. Unlike monotonous portrayals often seen in sports campaigns, Qua took a more inclusive approach to presenting the diversity of women’s identities.
There is a common belief that women athletes must be tomboys or lack any interest in femininity. This belief has influenced how sportswear brands portray them in their campaigns. These brands often promote a tough and masculine image. It suggests that successful women athletes need to reject traditional femininity. However, the “Modern Heroine” campaign challenges this idea by showing a variety of styles that reflect who women athletes really are. From jumpsuits to blazer dresses, the campaign highlights that women can embrace both their athleticism and their fashion choices without having to meet any supposed male standards.
Stop normalising sexist phrases and sexist language in advertising campaigns
Phrases like “grow a pair” and “you don’t have the balls” imply that power and courage are synonymous with male genitals. However, fragile, cowardly, or simply “not masculine enough” people will be called “pussies.” Whether intended or not, these phrases suggest that a person’s character, gender, and even moral qualities depend on their reproductive organs.
Calling a cowardly man a “pussy” is inherently misogynistic. That is because it compares the female anatomy, specifically the vulva, with weakness. The most disturbing belief is that society views vaginas as weak because they can be overpowered, particularly in the context of sexual violence. Such thinking is the very definition of rape culture, where sexual violence becomes normalised and accepted.
Sexist language in advertising campaigns & beyond
Another phrase is “man-up“, which is wrong on so many levels. It may seem like a harmless way to encourage a man to take on more responsibilities or to handle a situation without displaying emotions. However, by suggesting that one must “man-up,” it implies something concerning. It means that responsibility, strength, and emotional restraint are exclusively tied to being a man. It marginalises those who do not identify as male and ignores the truth that people of all genders can display responsibility and strength.
‘Man-up‘ also perpetuates the harmful belief that vulnerability and emotional expression are weaknesses. It can discourage men from being open about their feelings or seeking help. In the end, it becomes a path to toxic masculinity.
The casual use of such language proves that sexist attitudes are profoundly influencing our everyday speech. It calls for a more conscious awareness of the words we use and their implications. Why cling to a sexist phrase like “grow a pair” or ‘man-up‘ when you can simply use a gender-neutral alternative like “grow up”?
Stop using and appreciating sexist language in advertising campaigns
The bottom line is that brands must stop using sexist language in advertising campaigns. It is not just about being politically correct. Instead, it is about recognising the power of words and their impact on societal norms. Instead of reinforcing outdated stereotypes with phrases like “Grow Some Balls,” companies should focus on creating inclusive, empowering language that reflects the diversity of their audience. It is time to move forward, and brands must lead the way.
Betty White once said, “Why do people say, ‘Grow some balls’? Balls are weak and sensitive. If you really wanna get tough, grow a vagina. Those things really take a pounding!” It may be crude, but is it really any better than saying, “Don’t be a pussy” or “She’s definitely got some balls”? What matters is that sexist and gender-specific slang needs to change.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we define broadly to include media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
