Brenna McCaffrey

Brenna McCaffrey is a student at The New School working towards her BA in Anthropology. Her academic interests include cultural anthropology, media, religion, body politics, feminism, and story telling. She has contributed to the Feministing.com community blog as well as FBomb.org‘s feminist blog. She previously worked on the staff of The Harry Potter Alliance, blogging, social networking, and developing campaigns.

Posts Written by Brenna

Advertising and Marketing: Sexism Doesn’t Always Sell

A SYTYCB Entry

As a feminist and social critic, I often point out how the advertising and marketing spheres are a major source of sexism and misogyny. From sexualization to objectification, advertisers know that sex (and poking at people’s insecurities) sells. Unfortunately, a common reaction to my blogs which point out the sexism and sheer ridiculousness of advertising and marketing is to claim that “It’s their job to sell you stuff!” I want to clear up why I believe that companies should be held responsible for how they market their products and why we as consumers should not accept sexism, sex and body-negativity, or misogyny as the status quo.

Popular consumerism feeds off of the sexism that already exists in society. This is how companies can get away with blatant sexism; unfortunately, many people just don’t notice sexist products or ads because they believe that it is “just the way things are.” JC Penney’s famously kicked up some anger with their t-shirt for young girls that read: “I’m too pretty to do homework so my brother has to do it for me.” More recently, Land’s End committed a major sexist advertising snafu by not only gendering the backpacks in their back-to-school issue, but by imbedding sexist messages in the ad copy itself. While the backpacks geared towards boys were “superhero tough,” the backpack marketed to girls were “tough as long division!”

Sexist ads exist because we live in a sexist society. By feeding off ...

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