Not Sexism

rat pressing lever Big business marketers like to pretend they have social consciences, despite the world-historic immorality of their trade. One way they strike the pose is to prattle on about racial and gender diversity within their professional ranks.

Along the way, they often throw in suggestions that such concerns somehow validate what they do to those of us on the receiving end of their labors.

Consider this plaint from Scott Karambis, “VP of marketing and brand strategy at SapientNitro, a creative, brand and technology agency,” who adds this aside as he reports on his professional diversity travails in today’s edition of Ad Age:

“Women control roughly 85% of consumer purchases, yet 91% of women say advertisers don’t understand them.”

Mr. Karambis thinks this has to do with marketers’ sexism toward their target audiences. While sexism and racism in advertising are utterly foundational and remain core selling strategies, in this case, that 91% reaction is about something the Karambises of the world simply can’t admit to themselves.

Think about it: What percentage of men say advertisers don’t understand them? Despite mens’ comparative intellectual and attitudinal deficits, it’s undoubtedly very high, too.

And that is because advertising is manipulation, not a form of empathy or a genuine service. By definition, effective marketing is always a form of non-understanding, for the simple reason that corporate marketing exists to push people to do things that are not in their genuine interest.

Everybody but the diligent, self-admiring wheel-turners knows this.

Shamelessness on Stilts

She’s a major corporate-news hit now:

Notice the multiple dishonesties on display in this little routine.

1. Engineers “are one of the fastest growing jobs.”  Balderdash.  Not only is the single kind of engineering work on this list hardly a roll-up-your-sleeves-and-build-stuff variety, but it will employ a mere 25,400 individuals by 2020.  That will be something like 1/700th of one percent of the projected labor force then.  Yes, what a promising field!

2. If Ms. Engineer became an engineer — let’s not quibble over actual facts here — then how did that happen, given that she was into typical gendered toys and didn’t know what engineering even was until she was a senior in high school?

3. Does every GoldiBlox toy come with an admission and scholarship to Stanford University?

4. Look again at the kid playing with the actual toy.  How long do you think that will last?

GoldieBlox: Engineered Ideology

When I hear the word “engineer,” I reach for my revolver. Comrade MS has discovered this astounding piece of faux feminist detritus. Who in the world finds the idea of females being engineers controversial at this point in time? Nobody. That, of course, doesn’t stop the corporate media from lapping up this junk.

One wonders which is worse: the insipid, still-sexist, entirely unserious pandering about very serious social issues, the bogus claims about national shortages of scientists, or the raw chutzpah of the creep behind it all. I supposed I’d say the latter, on the grounds that Debbie Sterling’s claim to being an engineer is her training in product design! She’s a god-damned marketing consultant — a perception engineer!

Et voilà:

For the past 7 years, she has also served as a brand strategy consultant for a wide variety of organizations including Microsoft, T-Mobile, Organic Valley and the New York Knicks.

Last but not least, clap eyes on the pathetic objects being peddled in this scam on moronic yuppies:

goldieblox

Sheryl Sandberg Sucks

sandberg The New York Times today runs a shameless butt-kiss piece on Sheryl Sandberg, Chief Operating Officer of Facebook. Contrary to the thesis of the NYT, which is that Sandberg is somehow a new sort of feminist as well as a “self-made” (a word used twice in the story) business genius, Sandberg might actually be even more odious than either Facebook or its CEO Mark Zuckerberg, both heavyweight champeens in the field of being hard to take.

According to the story, Sandberg considers it her mission to deny the impact of social structure and political policy on women. “[I]n her view,” the Times reporter explains, women “must take responsibility for their careers and not blame men for holding them back.”

Ms. Sandberg sees herself as more than an executive at one of the hottest companies around — more, too, than someone who will soon rank among the few self-made billionaires who are women. She sees herself as a role model for women in business and technology. In speeches, she often urges women to “keep your foot on the gas pedal,” and to aim high.

And, as she engages in such trite talk about “men” and fails to mention social class or the backward state of U.S. family welfare programs, exactly how self-made is Ms. Sandberg?

According to her 2004 NYT wedding announcement, “She is a daughter of Adele and Joel Sandberg of Miami. The bride’s father, an ophthalmologist, is a partner in Eye Surgery Associates, a group practice in Hollywood, Fla.”

Well, there you have it. Aren’t those the same basic conditions facing all little girls? Daddy’s a surgeon and I’m prepping for Harvard — I refuse to slip and have to go to FSU! And baseball starts at third base, right?

And is Sandberg spending her every hour trying to turn Facebook’s billions into better services, as her creepy CEO would have you presume? Um, unless you’re a major Procter & Gamble shareholder, not quite:

Part of Ms. Sandberg’s role has been to cultivate relationships with large advertisers seeking new ways to engage with customers — particularly female ones — online. She was instrumental in signing up advertisers like Procter & Gamble. After several meetings with Facebook, Procter chose the platform for a new Secret deodorant campaign aimed at young women.

“P.& G. wants to be where the people are, and more and more people are spending their time on social sites,” says Alex Tosolini, vice president of Procter’s global e-business unit. “The purpose of our Secret campaign was to inspire women of all ages to be more fearless.”

It’s a message that sounds similar to Ms. Sandberg’s. And it bumped domestic sales of Secret deodorant by 9 percent in the first six months of the campaign and raised Secret’s market share by 5 percent from the period a year earlier.

Glory, glory hallelujah! What great times we live in!