The very act of buying household products or a princess crown is not liberating; it normalizes a female social role centered on appearance and status rather than intellectual growth and financial success. The commodification of femininity reveals how various marketing practices and strategies shape consumer patterns, gender identities, and social roles that continue to perpetuate gender inequality.
In mainstream culture, women are valued for two things: being a beautiful wife and a good mother. Advertisers often exploit these two concepts in subtle ways, however, the negative effects of this cultural phenomenon aren’t subtle at all.
Thanks to the newest Snickers advertisement, we can now include them in the myriad of companies who do not have the slightest clue how to market their products to women.
Aging shouldn’t be something that women are taught to fear. Women shouldn’t have to feel like their lives are behind them and their desirability has vanished with the first sign of crow’s feet and laugh lines.