SAPAC’S SEXISM IN ADVERTISING CAMPAIGN
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JCPenney uses a dangerous play on words. The line, “Red doesn’t have to mean stop” confuses the reader’s idea of sexual consent. The color of a woman’s lingerie should not be used as the sole deciding factor in her consent. A woman wearing red can still say NO to sex if she so chooses.
The tagline, “It comes with a guarantee but not the kind you’re thinking of” plays on the classic male response of purchasing something for a woman in return for guaranteed sexual activity.
CONTACT
JCPenney Corporation
P.O. Box 10001
Dallas , TX 75301-7311
http://www.jcpenney.com
Both of these phrases are problematic because they overlook and minimize a woman’s right to deny sexual activity.