Moosejaw’s Sexy New Ad Campaign and Miss Representation

16 Nov

My husband and I occasionally shop at Moosejaw, a clothing chain that conveniently has a store in Ann Arbor and boasts fantastic sales.  Somehow we ended up on their e-mail list.  Today we got an e-mail saying that Moosejaw was releasing an app that will allow you to see their models nearly naked.  That’s right.  If you were looking through your catalog and thinking, “Man, the layers on these girls totally obstructs their hotness!” Moosejaw has designed an app that will allow you to see right through their warm winter coat, wool sweater and long johns to the lacy black bra they were wearing underneath.  (For an article on the ad campaign, see: http://multichannelmerchant.com/mcommerce/moosejaw-mountaineering-naked-models-app-1114tpp1/ OR to see the images, type Moosejaw Nearly Naked Modeling into your Google Search engine.)

Sigh.

This announcement comes on the heals of Oprah’s re-showing of “Miss Representation,” a documentary about the sexualization of girls in today’s media and the effects that it has had on their beliefs about the leadership abilities of women.  The statistics are depressing.    American teenagers spend 31 hours watching TV, 17 hours listening to music, 3 hours watching movies, 4 hours reading magazines, and 10 hours online each week.  Most of those hours will spent watching Jessica Simpson parading around in her Daisy Dukes, Flavor Flav choosing from an array of big-busted, scantily clad woman, and the girls of Jersey Shore grinding on each other.  Even those parents who have banned MTV and VH1 from their households will be battling with movies and TV shows that suggest that the prime concern of most women is dating or getting married.  Newscasters have called Hillary Clinton haggard, asked Sarah Palin if she’s had breast implants, and referred to Condoleeza Rice as a dominatrix.  The film juxtaposes these images with the fact that there is a massive gender gap among 15 year olds who want to be President despite that equal numbers of boys and girls want to be president when they are 7.  The film also points out that only 17% of the U.S. Congress is female and that the last elections actually decreased that percentage.

There will be a screening of the film in Ogden, UT in the Chamber Auditorium at Weber State University on December 1st.  You can also volunteer to host a screening.

To find out more information about the film or to view a trailer, visit: http://missrepresentation.org/

I should mention the Moosejaw app lets you see men and women in their skivvies.  The ad I received featured a female model – of course.  I only found out about the male models by searching.

3 Responses to “Moosejaw’s Sexy New Ad Campaign and Miss Representation”

  1. Liz November 16, 2011 at 1:17 pm #

    Horrendous. Thanks for the tip about the showing.

  2. Stan Beale November 17, 2011 at 6:15 am #

    I taught at a multi-racial and multi-ethnic high school. We had begun to see the “slutification” of our young female students. The Black Student Union began giving a course in “dress for sucess,” and the results were amazing. I was talking with the President of the BSU and asked her why this program “worked.” She said because it drove home the point that their chance for material success was dependent in great part on how others perceived them. Being Black also meant that they had to stand out more and appear to be more competent than the white males and females that they would be competing against. The net result was a group of well dressed, confident, properly behaved young people that stood out from the other students.

    • amanda5245 November 17, 2011 at 9:12 am #

      That’s interesting. I like the idea of making dress something that is empowering for women and students of color — something they can control and use to their advantage. I would love to see something happen to the undergrads here along the same lines. Leggings and a T-shirt don’t send off particularly academic or professional vibes. I wouldn’t call them particularly sexy outfits, although some of my male colleagues tell me I’m wrong, but they do make them seem childish and not quite grown up enough for many responsibilities.

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