Wednesday, July 20, 2011

Adventures in Women's Studies: *Facepalm* Ad Infinitum

What a way to start a morning...So, Summer's Eve has a new set of commercials promoting their wash and on-the-go wipes, and oh dear Goddess. What's the big deal?, you ask. Well, go check them out at Huffington Post. I'll wait...

Done? See what I mean? What in the world made them think these were a good idea? The Black woman goes to the club, the Latina is having kids, and the white woman is apparently the reason for the entire world. I would love to meet the person in advertising who created this mess. Between these and the Klondike bar fiasco (read my response to that here), I feel like I've fallen through some portal into the 1950's. What's next? Hoover commercials telling us that wives want a vacuum for Christmas or a woman caressing a shiny new refrigerator?

What has happened, people? I know that fads and time periods come and go; just look at fashion. But really? Fifties' style sexism? I could do without that one returning. The worst part of all this is that it isn't just advertising. Take a look at politics. Michele Bachmann has fully admitted that she follows old school biblical submission in her household, which of course, calls into question who exactly would be running the country should she be elected (Goddess forbid). Would her commitment to submission become a serious problem were she to be the most powerful person in the country? (And a question for another blog: how does being president even work with that ideal?) Regardless, it shows how prevalent these sexist ideals have become, and frankly, I am really worried. We are presenting the next generation of girls with these fragmented and outdated templates of how they are "supposed" to be. If this continues, no one should be surprised when teen pregnancy stays the same or increases (child bearing being an ideal job), when domestic abuse and rape become just another minor problem (more so than they already are seen as), and college stops being a means to a life of one's own and starts being just a way to get an Mrs. degree.

And yes, all this from poorly conceived advertising...

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