Tag Archives: sports

Marketing to Women: You Are So Doing It Wrong

For all the substantial progress of feminism, the larger culture is still awash in portrayals of women that hew closely to the long-standing stereotypes, that push us to think about ourselves in terms of our attractiveness, our sexual appeal, our fashion sense, our youth, etc etc. These issues intrude, one way or another, into almost every facet of life- into our work and the beers after, into our family life and our relationships, into our education. There is always someone critiquing our bodies or our style. There is always someone trying to sell us a miracle skin cream or a pair of shoes or fucking yogurt or whatever on the grounds that it will make us more acceptably and attractively feminine. Now, we’re adults and we can handle it, but sometimes, frankly, the cultural stereotypes of heteronormative femininity are a pain in the ass. Sometimes one gets pretty fucking tired of being appreciated, shamed, warned, and appealed to ‘as a woman’.

This is a fantastically written piece, and while it’s specifically about hockey and the CBC’s new (and shamefully sexist) “While the Men Watch” broadcasts, it sums up how I feel about things like Baseball Boyfriend and the Victoria’s Secret cross-branding with MLB to a tee. People like Greg Papa have jobs and get to make face noise at me on my television on the regular, but Jaymee Sire and Susan Slusser barely get any attention. I can buy this or this but not a shirt or jersey of any past Giants great in women’s sizes. Meanwhile I can take my pick of Bonds, Clark, Mays, McCovey, Cepeda, Marichal, Snow, Kent, Aurilia (and probably more I’m forgetting) if I’m willing to buy a men’s size that will never quite fit the way I want to because hey, sorry, I do have tits and am not 6’ tall. Continue reading

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