This is an ad for Allstate’s retirement programs; it appeared on the back cover page of The New Yorker. What struck me is that the ad is using the fact that women leave the workforce to care for children as a tactic to scare families into buying their product:
The average woman spends 11 years out of the workforce taking care of family. Leaving her without enough retirement money to take care of herself. Those 11 years are spent doing important work, caring for children or elderly parents. But then can also hurt her ability to retire. Fact is, women are still earning less than men do, and they live longer…Women care for America. It’s time we showed that America cares about their future.
Notice the picture: it’s a woman with a small child and a stroller, all about to fall off into the large crevice in the $20 bill.
I’m really not sure quite what to make of this or what my take on it is.
Comments 3
Lisa — March 22, 2008
I think it's no less offensive than the other appropriations of feminism and feminist issues to sell products. If we "value" women's work, why don't we start rewarding it with money? This is just another way in which families, in this case upper and upper-middle class families, have to make up for state policies that don't actually support citizens.
Christine — March 23, 2008
This ad really makes me rage. I just posted an art piece on my blog where I did some research on the impact of women caring for children. The fact that this is a major issue in America and a company is using it to make money really makes me sick.
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