Sex sells. The sexual objectification of women is used in advertising to sell anything from auto parts to cologne to alcohol. Despite the myriads of feminist critiques of women’s sexual objectification to sell products, it still exists. Open a Vogue Magazine or walk into an Abercrombie and Fitch store. Women are posed half, to almost totally, nude in sexually suggestive ways trying to entice the generic person in patriarchal society, the “average” male (usually white, middle-class and heterosexual) to buy the product. Sometimes that same sexually suggestive pose is meant to also sell a product to the “average” woman as well with the mistaken notion that she will look as attractive and satisfied as the model if only she own the product too.
One of my part-time jobs is as a clerk at a liquor store where there are a good number of sexually explicit ads for alcohol. I also have three other part-time jobs teaching in the Women’s and Gender Studies Program at Boston College, in the Religious and Theological Studies Department at Merrimack College and in my shul’s religious school. My combined income from the four jobs barely covers rent, food and bills and some months when I don’t get paid from teaching I use the little savings I have to make ends meet.
Recently I have noticed how silenced my feminist voice has become in the liquor store because of my precarious financial situation. I am hesitant to speak up about the sexist ads for fear of losing my job. This muted feminist voice is a class issue within feminism. Specifically, classism affects one’s ability to stand up for one’s self when one’s livelihood is on the line. Often, I find myself thinking about this as I sell customers vodka or beer.
But I also spend a lot of time at the liquor store thinking about religion. Continue reading “Alcohol is a Feminist Issue Too. By Ivy Helman”
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