Capitalism and Gender
A role of advertising is to create a “want” where there wasn’t one before (262): the purpose being, to make the target audience feel as if they’re lacking a product they were not previously aware they were lacking. Capitalist corporations use advertisements and heavy marketing to (over)sell their products throughout the year, especially during holidays. For example, advertisers heavily promote the purchase and consumption of food for Thanksgiving, and the purchasing and giving of toys for Christmas. However, the capitalistic focus on Valentine’s Day (in the United States) exploits stereotypical gender roles more than any other holiday.
Although it’s (finally) beginning to change to a more diverse audience (i.e.: Hallmark, Honey Maid, Teleflora), it seems that the majority of Valentine’s Day ads still target a heterosexual demographic, in which there is a romantic “transaction” of power between the man and the woman. Where the man is supposed to romance the woman by buying her jewelry (or some gift), and arranging and paying for dinner, flowers and a card, and, in “exchange”, the woman is expected show her appreciation for the romantic gestures by looking her best, and being open to having sex.
Doesn’t this parallel the male and female marriage gender roles we’re trying to get away from? Obviously, this is not all that Valentine’s Day is, but it seems to be what corporations want you to associate with it so they can convince you to buy their products. Besides all of that, people in a relationship can express feelings of love to each other throughout the year. Why would you limit it to a single day?
With all of the Pre-Valentine advertising we’re exposed to, it can become difficult to distinguish between what is actually meaningful and important, and what advertisers want you to believe. An expression of love to someone who is important to you doesn’t have to be (and shouldn’t be) an exchange of power, nor should it only occur on a single day.
(NSFW)
