Many marketing efforts perpetuate the gender stereotypes that are steeped in our culture. Two examples at attempts to maintain these stereotypes through advertising are the Bic Critsal For Her and the Easy Bake Oven. These two conceivably innocuous items triggered a flood of articles, petitions, and videos, denouncing their perceived underlying messages. The first controversy that erupted surrounded the Bic Cristal For Her pen. This pen was created and packaged specifically for women to use. Several groups lashed out at Bic, calling their attempt to target women with “lady pens” sexist and demeaning. Its detractors felt the campaign was degrading and fed into stereotypes by highlighting the thin design and the use of pastel colors. The negative press was overwhelming, although the pens have remained on the market. Consumers also targeted those responsible for marketing the Easy Bake Oven by sending a petition asking its parent company Hasbro to make the ovens in colors other than pink and purple. Thousands of individuals signed the petition asking for alternative oven colors after a teenage girl from New Jersey was angered that her younger brother would have no other option but to use an oven in the colors that are considered stereotypically female. It was argued that the colors supported the stereotypical view that only
young girls would want to bake. The signers of the petition felt that young boys who might want to use the toy would be more likely to practice their baking skills if the color of the oven was gender neutral. Consider these two stories and think about your own reactions to the responses to the advertising and merchandising of these items. Adams, M., Blumenfeld, W. J., Castaneda, C., Hackman, H. W., Peters, M. L., & Zuniga, X. (Eds.). (2013). Readings for diversity and social justice. (3rd ed.). New York, NY: Routledge Press. ◦Chapter 64, (pp. 342–346) ◦Chapter 71, (pp. 358–360) Jhally, S. (Director), Ericsson, S. (Producer), Talreja, S. (Producer), Katz, J. (Writer), & Earp, J. (Writer). (1999). [Video file]. Competent social workers are able to construct a strong foundation upon which to build skills by understanding theories from a variety of disciplines. The disciplines of psychology, education, and sociology offer a number of development theories that can easily be applied to the practice of social work. For this Assignment, consider how a theory from another discipline may shed light on social work practice with children and adolescents. . Sturge-Apple, M. L., Davies, P. T., & Cummings, E. M. (2010). Typologies of family functioning and children’s adjustment during the early school years. (4), 1320–1335.