{"id":65177,"date":"2014-12-24T09:00:16","date_gmt":"2014-12-24T14:00:16","guid":{"rendered":"http:\/\/thesocietypages.org\/socimages\/?p=65177"},"modified":"2014-12-24T12:41:19","modified_gmt":"2014-12-24T17:41:19","slug":"exploiting-gender-at-the-holidays","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/socimages\/2014\/12\/24\/exploiting-gender-at-the-holidays\/","title":{"rendered":"Exploiting Gender at the Holidays"},"content":{"rendered":"

Thansk to Meia G. for sending in these “tool set” ornaments for sale at Home Depot. Notice that they don’t just group these tools into ones associated with women (gardening) and men (building), they actually label them as women’s and men’s on the price sticker. This is a great example of how gender isn’t just something we encounter<\/em> in objects because we know enough to read gender into them, it’s actually\u00a0prescribed<\/em> to us.<\/span><\/p>\n

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Christmas gift advertising tends to be highly gendered in part because buying gifts can be difficult and time-consuming. Gender helps us narrow down options or find something that seems suitable for someone we don’t know very well. Marketers exploit this imperative and its uncertainty for all its worth.<\/p>\n

And perhaps all this was just an excuse to re-post Sarah Haskins on holiday jewelry advertising. You’re welcome.<\/p>\n