In this target ad, we see a young and thin, white, blonde-haired woman dressed in white walking down a white runway in white heels. The pure, monochrome white from wall to wall serves to set the scene sometime in the future. As the woman walks down the runway with whisk in hand, bags of muffin and cake mix explode on either side of her as she passes them.
The woman is the typical Target-demographic: middle class, white, female, married. As she walks, the exploding mixes feel like a (pretty bad) reference to a male, phallic presence not seen in the commercial. Also, the woman is being stereotyped as a baker, the job of a woman in a kitchen. This is a limited and very sexist role of a female, solely based off the fact that she is biologically a woman; not to mention, it is a ridiculous assumption of a person based on their appearance, gender aside. In this way, “sex leads to gender ” ideas are heard, loud and clear. Finally, setting the commercial in the future sends a message that suggests that women will always be stereotyped and that gender-normative roles will still be around in the future. This commercial does nothing to provoke thought or to compel change, and thus is a very large gender-conservative and non-progressive step in the wrong direction.
Carmichael, Matt. “The Demographics of Retail.” Advertising Age. AdAge.com, 9 Mar. 2012. Web. 24 Nov. 2013. <http://adage.com/article/adagestat/demographics-retail/233399/>.
Delphy, Christine. “Rethinking Sex and Gender.” In Feminist Theory Reader: Local and Global Perspectives, by Carole R. McCann and Seung-Kyung Kim, 57-67. New York: Routledge, 2003, 62.