Consum(heR)

CONSUM(HER) is a glance-worthy consideration of how advertisers have negatively marketed to and historically projected upon women. Whether it be cosmetics, moisturizers, soaps or coffee— the industry has profited from a pattern of inferiority and insecurity.

The prevalence of this negative gaze in modern advertising campaigns is still visible, though more subtle. This marginalization and denotation of women being gentile, home-making, quiet, and most commonly white creates problematic dialogue. The placement of ‘imperfect’ women in societal peripherals furthers our struggle with progression and acceptance.

There is a need for more complicated, accurate, and fair representation in the media for all women of all walks of life. Sylvia Rivera’s famous “ya’ll better quiet down!” acts as the ultimate punctuation.

ads used:

P&G: Camay Beauty Soap, 1950s 

Halo Shampoo, 1952

Ponds Angel Skin Creme, late 1950s

Folgers Coffee, 1960s

Gold Medal Flour, 1960s

Sara Lee: L'erin Cosmetics, 1970s 

L’erin Cosmetics, 1982

Hanes Body Creations Bra & Panties, 2000s