Marketers package female empowerment to sell products

This article makes an excellent point. The essential connection between the positive message that makes the pro-girl ad worth sharing and the product being sold is tentative at best.

20140726-080052-28852268.jpgIn a recent ad for Always feminine hygiene products, women and men are asked to demonstrate how it looks to “run, throw and fight like a girl.” They all portray inept ditziness.

Then a group of young girls is asked to demonstrate the same things, and they do it with strength and accomplishment.

Then type tells us, “A girl’s confidence plummets during puberty. Always wants to change that.”

Yet another example of the empowerment ploy. Notice how this ad could just as easily have ended with “Guess Jeans wants to change that” or “Weight Watchers wants to change that.” —