“The new women’s movement. Freedom from seams and stitches.”
This is another ad Lisa sent me years ago. I use it when discussing the de-politicization of social issues, and the commodification of freedom–it’s just something you buy. I also use this one from Lisa:
The Jeep Liberty–notice on the right it says “Glass Ceiling” and has an arrow pointing down below; so structural inequality at work is trivialized, and again, “liberty” is something we can purchase.
These ads go nicely along with the old Virginia Slims campaign, these other “liberated women” themed ads Lisa posted previously, and the “right hand ring” ad I posted.
Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.
Comments 11
Sociological Images » LADIES, BUY YOUR INDEPENDENCE HERE! — July 6, 2008
[...] also here, here, here, here, here, here, here, and [...]
Sociological Images » “DO YOU KNOW WHAT YOU WANT?” — August 5, 2008
[...] Alba uses her will (she goes after what she wants) to pursue make-up, of all things, reminds me of these, these, this, and these examples of the commodification of feminism. addthis_url = [...]
Sociological Images » “THE RIGHT TO CHOOSE… A GIFT ADAPTED TO YOUR BEAUTY CONCERNS” — September 1, 2008
[...] about women’s liberation. And women’s liberation, as we have demonstrated (see here, here, here, here, here, here, and here), is frequently co-opted for the purposes of selling women all [...]
Sociological Images » ADVERTISING WITH OBAMA — January 20, 2009
[...] inequality and ultimatly undermine feminist efforts to attain social justice for women (see here, here, here, here, here, here, here, here, here, and here). Like many of the “feminist” [...]
Sociological Images » MARKETING WITH MULTICULTURALISM — March 11, 2009
[...] obvious and more obviously trivializing. Consider these ads for make-up, more make-up; botox; cars and bras; more cigarettes; cleaning products, eyeglasses, and pants; diamond rings; credit cards, [...]
“THE SMOKING FEMINIST” » Sociological Images — November 29, 2009
[...] in co-opting feminism: make-up, more make-up and, of course, botox; cars and bras; more cigarettes; cleaning products, eyeglasses, and pants; diamond rings; credit cards, [...]
Commodifying the Women’s Movement « Beauty and the Beast — February 4, 2010
[...] Commodifying the Women’s Movement. Leave a [...]
I call Ur-shenanigans | The Stay-at-Home Feminist Mom — August 9, 2012
[...] ad is reminiscent of many similar campaigns aimed at adult women, ones that frame consumption of clothes, make-up, jewelry, and cosmetic procedures as expression of freedoms. In this way, it’s a [...]
Selling San Juan: Part 2 – Utah Land Use — June 11, 2018
[…] deftly engages such apparent non-commodities as nature and feminism to sell, for example, Jeeps (and vice […]
homedepotsurvey.co — February 5, 2024
Lovely post. Thanks.
Wats — February 5, 2024
If you are a legal US citizen, you have an excellent opportunity to win a $5000 gift card by participating in the Home Depot's customer survey Sweepstakes. Take the official survey at www.homedepotsurvey.co now and rate your satisfaction.