My friends and I were at the Jewel in Glenview this past sunday night, and we decided to go to the self-checkout lane to pay because we only had a few things and also it's still kinda fun for us to scan things, but anyways there was a woman on the machine who was supposed to be demonstrating what you do, and what was funny was the way she was dressed, she was portrayed,she was white wiht shoulder length brown hair, a button up blouse on, and she had pants that went up to what looked like her rib cage. And yea she was exagerated a little but it was interesting to see how the Jewel-Osco company would stero-type a woman who might be shopping at their store, which the stero-type seemed to fit the portrayal of an average stay-at-home mom. And this jsut interested me in the way she looked and how she was supposed to appeal to other costumers and it's jsut crazy like how much thinking the makers of this step-by-step program on how to self-checkout it took them to figure out how to make an average white woman.
1 comment:
I think the reason that woman was chosen was because- who are the majority of the people shopping at the Jewel (especially in the north shore)- white women/housewives. I'm sure every part of the outfit was carefully detailed. They used a fairly neutral color (brown), not something bright like green or polka-dotted, so she didn't stand too far out. The woman was dressed pretty nice, but do the Jewel marketing staff really think that women with little spare time are going to dress up nicely to go shopping? I don't think so. Maybe it was done to make the shoppers feel like they are in a better class or something.
Also- that picture accompanying the post is very interesting, but the thing that caught my eye was that the mother/housewife had a hell of a lot of makeup on. I think very few people in that situation would put that much make up on to do chores, who's she trying to impress, her 1 year old???
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