Ad Critique: Oh My God– SHOES!

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According to The DCist, a Metro ad features a dialogue between two women where one women is informing the other of how it takes over 8,000 miles before a Metrobus breaks down. The other women in response asks, “Can’t we just talk about shoes?”

Unfortunately, this perpetuates the immortal trope of the “ditsy, shoe-crazy woman”. This made me think about how when we were looking over the definition of “gender dysphoria” earlier today in class, there were still specific culturally gender-biased descriptions present.
For instance, part of the definition stated that gender dysphoria includes, “a strong conviction that one has feelings and reactions typical of the other gender” (DSM-5). This part of the definition implies that there has to be certain “reactions” or interest that apply to each specific gender, which is essentialist and false. Also, this seems to reinforce a binary that there are only two kinds of people/two genders in the world.
It’s also interesting to see that the ad features two presumably cisgendered women, since as Spade mentions, “…a central endeavor of feminist, queer and trans activists has been to dismantle the cultural ideologies… that say that certain body parts determine gender identity and gendered social characteristics and roles” (Spade, 2013). This ad seems to further pigeonhole women into these “gendered social characteristics” and implies that women must love to wear heels, thus assigning “femininity” to a body part.
Works Cited:
“Lady Wants To Talk About Shoes, Not Bus Reliability, Implies Sexist Metro Ad.” DCist. N.p., n.d. Web. 3 Dec. 2013. <http://dcist.com/2013/12/ladies_love_shows_says_sexist_metro.php&gt;.
Diagnostic and Statistical Manual of Mental Disorders (DSM-5)
Spade, Dean. “About Purportedly Gendered Body Parts.” Dean Spade. N.p., n.d. Web. 29 Nov. 2013. <http://www.deanspade.net&gt;
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