![]() ![]() Today, due to high divorce rates, and two-job households, that isn't necessarily the case. Once, the primary grocery shopper for the home in western society was generally the mom. Perhaps their marketing department could be persuaded that it's time to update for a more modern society, to "choosy people" instead of "choosy moms." With the huge number of two-household, two-single-parent families out there, it's probably more common for both parents to shop simply because they're shopping for two pantries. Maybe it's time to let the company know it's an outdated slogan. I think I remember it being used when I was a kid, in the 70s. So, in summation (sorry, this one was rambly), targeting a specific subset of the market for a product is not sexist. Is it actually sexist? If anything, it's a commentary on the way diet drinks almost exclusively target women (who commonly harbor seriously negative body images(probably because they are targeted in ads featuring perfect models) and think diet drinks help). Pepper variety that is marketed exclusively towards men, with the main hook of the campaign being that it's "not for women." Completely arbitrary, they're just trying to tap into a certain section of the market who is otherwise only rare courted by soft drink companies. Even though I'm not a mother, I understand that what they're telling me is positive and when I shop I might say, hey, well, as we all know, choosy moms choose jif, so, what would MY mother do? Or if I don't have a mother, what would sitcom wife from the 50s do? it's aware of the trope, and is using it. So really, from a feminist perspective you could argue that this ad is limiting to women-weighing them down with this stereotype. We're all familiar with the idea that mothers are nurturing and protective and monitor the food they give their young to make sure it's safe and healthy, that this is somehow their role. Whether it's entirely real-world accurate is irrelevant. These slogans are basically referencing a stereotype. So it's a smart ad campaign-you remembered it. But, in reality, most of the time they ARE the ones choosing. So in a way, the Jif slogan does sort of imply that moms should be the ones choosing. Gillette claiming that it's "the best a man can get" makes a bit more sense because that product is specifically for men. It's a little off because peanut butter is not gender specific. They are the ones that make the choice of which peanut butter to buy. Females, specifically moms spend more time in supermarkets than other people, and will encounter the brand. The ad may have unfortunate implications, but those are pretty much supplied by you, not them. TL DR: targeting a specific subset of the market for a product is not sexist.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |