I'm doing a project for another women's studies class about representations of women in the media. My project is on jewelry advertisements and how they pressure guys to buy jewelry for their significant other. Basically, the main message is to buy her jewelry and you can win or keep her love. I was thinking about how we talked about engagement rings in class and how they aren't necessary at all and used to be a dowry. An engagement ring shows that the guy is ready to support the woman and begin a future together. Except nowadays, men aren't just the "breadwinner," so why is this practice still done? Tradition? Even so, men aren't just buying engagement rings; they buy other jewelry for their significant other. Other messages the ads and commercials send include: 1) "Buy her jewelry and she won't be mad at you." 2) "Buy her jewelry and you will get laid." 3) "Buy her jewelry to make her sexier." 4) "Buy her jewelry, so that others can see how much you love her." Personally, I think buying jewelry is a cop-out and it requires little to no thought on the man's part to come up with that gift. Yes, it is still generous and I'm not saying I don't like jewelry, but I think the industry is ridiculous. Not to mention the commercials are ridiculous, annoying and stereotypical. The vast majority solely represent the white middle to upper class.
http://www.youtube.com/watch?v=fzLWn3xTGL4
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