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!
See also here, here, here, here, here, here, here, and here.
Found at The Situationist.
Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.
Comments 4
Dangger — July 6, 2008
I love the first ad, where she's talking about how she can go to visit friedns, attend PTA meetings and go shopping... She didn't even buy her freedom, Dave bought a new car and gave her the old one so she could do those lesser things.
Ironically enough, the last ad "Chase Freedom" isn't that different, only now she's is the one spending her own money (apparently).
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