Recently, I have seen a lot of advertisements from Justfab,
an online fashion retailer. These advertisements were so ridiculous that I was
amazed that the company still exists. The more advertisements I watched, the
more similar their contents are: they all portray women as unreasonable shopaholics.
Let’s take a look at one of Justfab’s commercial in March, 2013 – Fulfill your wildest desires.
As a woman myself, I felt degraded by the commercial and by
watching it. The advertisement opens with two women chatting loudly in a
library, disturbing surrounding people. They are even cockier when being warned.
Then, ironically, a female librarian, who is supposed to scold the two girls
for their misbehavior, joins them in making noise when she sees the laptop screen.
Justfab’s shoes are now revealed to be the cause. The video finishes with
contrast reactions to shoe catalogue between a man and three women and his
shocking expression as he watches these three women going crazy.
How frustrating it is to see how shallow women are described
in the video! They misbehave and disturb other people all because of fashion,
particularly shoes. Women, again, are thrown back to old times when they are
stereotyped as shallow as caring solely for appearance to seduce men. What do advertisements imply by the title "wildest dreams"? Women's dreams are not simply shoes! We have AMBITIONS and CAN fulfill our TRUE widest dreams ourselves.
Even in
the 21st century, marketers still make such imprudent advertisements
to sell products to women and more disappointingly, people allow them. I am offended!
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