In class we often discusses how society labels gender through various forms of representation. These representations are often used in advertisement and sales to appeal individually to a specific gender. Marketing strategies aim to highlight these stereotypes through color, target roles, and other tactics such as phrases that say "for her" or "for him". Whatever the exposed stereotype may be, we have to look at the message behind the package and ask what the affect is on each gender and the roles they have in society.
We are hopefully all familiar with the beloved Ellen DeGeneres and her famous show. Ellen is a role model for women everywhere for many different reasons. She supports the power of women in society and often uses humor to poke fun at the way society is. She promotes equal rights and is a "cocker spaniel in the world", where she is blind to things such as color. In this clip Ellen discusses a product that Bic came out with in 2012, pens "for her". Ellen demonstrates through humor all the ridiculous ways that this product demeans women and their intelligence. The pens come in "women's colors" containing one pink and one purple pen. The reasoning on the back of the package for the need for "women's pens" is because these pens are meant for a women's hand. To put it in Ellen's words, what does that even mean? A women is incapable on holding a "mens pen"? The whole idea is just so unbelievable but is seen time and time again in advertising in so many products that segregate the genders. But pens? Even pens.
Besides being horrified with this idea, Ellen goes on to comment on women's issues such as inferior pay, living in a man's world, and serving the male population. To further use comedy to poke at the horrid idea of pens made for females, Ellen went on to make an advertisement to sell the pen. In her add she speaks to a younger girl and has the "pen talk', parallel to a conversation a mother might have with her teenage daughter about other "girl talks". Ellen tells the girl all the things a "for her" pen is useful for. Such as grocery lists, recipes, writing thoughts that no one cares about and throwing them away; she even says the pen is indestructible to a women's mood swings. WOW! These hidden messages are advertised alongside the pink and purple product.
Aside from the humor, these stereotypes are the root of a lot of women's oppression. It amazes me that companies in this time still put out products such as the pen and even more amazing that people actually buy them. Being a strong and independent human (notice I didn't say woman), I believe I am capable of handling anything that another human can do in terms of simple daily tasks. I can handle "men's" products, I even use a male razor. I think we are all more than capable of taking a "man's" pen and writing a strongly worded letter to Bic. From pens to purple to pink to power, it's time for unjust advertising to end and products for people be produced.
https://www.youtube.com/watch?v=eCyw3prIWhc
I just want to start off saying, I love Ellen. This product, and other "for her" products are ridiculous. Women have the ability to use whatever products we please to. There shouldn't even be a difference between products, especially ones like pens! Companies try to make things that they think are more pleasing to women, but in reality, many women like using men's products more. They're better quality and cheaper most of the time. For example, deodorant. Sure women's deodorant smells very nice, like fresh flowers or fruity, because you know, just in case someone smells your armpit. But, when its the middle of summer and you're sweating like a dog, that deodorant doesn't do much for the $8 you spent on it. Women are definitely capable of using the same products as men and no product like a pen should ever be gendered like this.
ReplyDeleteI think that Bic coming out with these pens proves that even today in 2015, where we have women who are senators and even running for president, we still are taking steps backwards as far as eliminating sexism from society. Ellen even discusses this when she talks about how women have come so far with gaining the right to vote and things such as that but then companies decide that women should have their own pen instead of using the same one that a man uses. I understand in commercials or on the box if they show a girl coloring with a pink pen to help advertise it but to say that women need their own style of pen I believe is a joke. I believe that companies in today’s age are making the gender gap bigger instead of shrinking it. The other day my book bag broke so I went to the store to get a new one. I looked for a couple minutes then found one that I liked which I brought to the check out when the cashier laughed at me. I gave him a weird look to which he replied, “That’s a girl book bag,” and then pointed at the sign above the section that I got it from that said ‘Girls.’ I sheepishly put the book bag back and got one from the men’s section and bought. The point of the story is what does it matter what a product is labeled. A pen is going to write like a pen no matter if it was made for girls or guys just like a book bag is going to hold things no matter what gender it was made for.
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