• Fri, Dec 17 2010

Is This Cost Plus Ad Sexist?


In case you don’t know about it, Cost Plus World Market is a little slice of heaven that sells everything from furniture to wine (I didn’t know about it till I moved to California…don’t feel bad).

But here’s an ad they ran that caused Facebookers to get up in arms — it features, as you can see, a woman wearing an apron and carrying a crock pot, under the headline “gifts she’ll love.”

Now, I think it’s safe to say that featuring women in ads for women’s clothing isn’t sexist. But is that what this is doing?

It certainly smacks of those 1950′s ads suggesting that you buy your wife a vacuum cleaner for Christmas. But truth be told, I’m a woman, and I love to cook, and I’d love a crockpot, and I’d also really like a pretty apron. I wear them. No shame in that game.

So the question is, how sexist is this ad, if at all? Is it really suggesting that a woman’s place is in the kitchen, which is what raises our hackles when we see images like this? Or are we now looking for sexism in places where it doesn’t exist?

What do you think?

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  • Ally

    I’d love a pretty apron and crockpot for dinner. But then again, I am a foody, vintagey, homey sort of person.

    On the other hand, if you were not that sort of person, and were offended at the “sexist” gifts, that pot’d sure do some damage flying at the giver’s face.

    (Also, “PERSON”. I know many men who would also enjoy receiving an apron and cookwear.

  • Lucinda

    Those who found this offensive should find something better to do. None of the women I know would find this offensive and would love a crockpot!

  • victoria

    the only thing i find offensive is that you called it a crock pot, when clearly it is a dutch oven.

  • Missy

    I would find a crock pot offensive, but since it is a dutch oven, it is fine.

  • Emily

    No more sexist than power tools for Father’s Day

  • Abby

    I actually asked for a Dutch Oven for Christmas so I do not find this offensive in the least bit. Oh, and World Market is amazing.

  • kaylaandrena

    People need to stop being so overly-sensitive.

  • Lola

    I get your point, but I think you are trying too hard to generalize.
    So a girl is hosting a party, it happens.
    Funny that the guest the host is smiling to is a lady. You could just as easily generalize that this is a lesbian couple- with no man in the picture at all……