Pop-Culture | Posted by Alexa S on 09/12/2011
Observations in Target: Mass Marketing and Young Females
“Mom, look! That’s Rocky and CeCe, from ‘Shake it Up‘! Can I pleeeeease get one of their clothes?” She stands on her tiptoes to reach the highest shelf and points to a t-shirt with an attached pinstriped vest that is almost identical to the one CeCe is wearing in the poster above the rack of clothes. “I like that one!”
My post-elementary school years have contained very little Disney Channel, which I consumed vigorously as a child. But after spending a week with a seven-year-old, I was fully informed on how Disney is functioning today. I know every person says this about the shows they watched when they were kids, but I truly believe that the shows were much better then, especially for girls. Or maybe it’s just that …
Feminism | Posted by Jocelyn A on 11/18/2010
“Feminist” Advertisements: Exploitation or Progress?
Peggy Orenstein’s “The Way We Live Now” piece in New York Times Magazine a couple months ago explores what she calls the “empowerment mystique,” or using themes of girl power to sell products that have nothing to do with promoting equality. She mentions several recent commercials by companies selling products unrelated to gender or discrimination, such as Verizon and Target, which send a message of empowerment for girls and women. This kind of ad, she claims, manipulates people to associate the company with sincerity and hopefulness. It is also a reflection of a society in which women hold the majority of jobs, and earn more bachelor’s degrees, master’s degrees, and doctorates than men.
Orenstein draws a distinction between the Verizon ad, which shows a series of young women speaking proudly …