Why You Won’t Be Seeing Pretty Soldiers in Upcoming Army Promotions

Everyone thinks ugly women are more competent, says communications strategist who may unfortunately be right.

We urgently need your help.  DAME reports the stories that need to be told, from perspectives that aren’t heard enough. In times of crisis it is even more critical that these voices are not overlooked, but COVID-19 has impacted our ability to keep publishing. Please support our mission by joining today to help us keep reporting.

Leaked correspondence from an Army PR rep reveals an “ugly betty” initiative to showcase “average-looking” female recruits in promotional material. The thinking outlined in the missive is that ugly women appear perspicacious while good-looking women give the impression that they depended on those looks to get ahead. The communications strategist suggests, for example, that an Army ad featuring a pretty woman wearing makeup would make “people ask if breaking a nail is considered hazardous duty.” All zero women in the Army who have ever bitched about a broken nail backed this strategy, including no woman, who said, “Maybe now they’ll let me fly drones AND get a facial.” It’s a shame that the Army is addressing the complex matrix of feminine ideals this way, but it’s a bigger shame that the status quo’s close-minded perception of women is such a problem to begin with.

We urgently need your help! 

Covid-19 has dramatically impacted our ability to keep publishing. DAME is 100% reader funded and without additional support, we can’t keep publishing. Become a member at DAME today to help us continue reporting and shining a light on the stories that need to be told, from perspectives that aren’t heard enough. Every dollar we receive from readers goes directly into funding our journalism.   Please become a member today!

(If you liked this article and just want to make a one-time donation, you can do that here)

Become a member!