Ads often connect buying products with giving women freedom and independence. For instance, of course we knew we’d come a long way, baby, once we got our own cigarettes:
The Chase Freedom credit card gives you the liberty to spend money on all kinds of things:
All of these ads use the theme of women’s independence and freedom as something to be purchased. Women don’t get more freedom by struggling for it, and there aren’t any real obstacles; these companies have commodified independence for you, so all you have to do is buy their product and you’re set!
Found at The Situationist.Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.