This 2015 advertisement for working wear clothing retailer Duluth Trading Company features Nora, a rancher, performing her everyday work and activities while a voiceover states, “I’m not some doll with pretty blue eyes, shining blond hair, and cute little everything. And a perfect car, and a perfect house, and a perfect blouse. Nope, I’m no doll. Just like he’s no pretty little pony.” With each statement, Nora is shown demonstrating a rancher’s version of these stereotypically valued feminine traits, such as removing work goggles over her blue eyes, wearing the company’s clothing and work gloves while loading up a pickup truck with lumber, decorating the ranch house with a head of antlers, chopping down a tree with an axe, carrying barbed wire, and working with her horse. The ad ends with the message, “Duluth Trading. Highly capable clothing.”
This trailer was created forElektra,an action film starring Jennifer Garner as the star, based on the Marvel comic book. While most of the comic book heroes that are the centerpieces of major films are male – Batman, Spiderman, Superman, and more – only a few female characters have ever been the lead role in comic books and associated movies.
Created by activist for-profit T-shirt company FCKH8.com, “Potty-Mouthed Princesses Drop F-Bombs for Feminism” is a video featuring young girls assertively challenging gender inequality and stereotypes while wearing tiaras and princess dresses. The video begins by showing young girls upholding stereotypical visions of girlhood in tiaras and princess dresses as they say "pretty." The video quickly takes a sharp and explicit turn as one of the girls deflates the stereotype, cliaming, “What the fuck? I’m not a pretty fuckin’ helpless princess in distress.” The other girls join her to fight back against gender stereotypes, asking viewers to consider what is truly offensive--their language or the range of political and social inequities women face daily (the pay gap, sexual harassment and assault, slut shaming, beauty standards, etc.). The girls continually “drop the F-bomb” and use other strong language as they give these facts about inequality. The video ends with two adult women wearing the FCKH8 t-shirts (for sale for $15), who make light of the girls' language and ask us to focus instead on the sexism that women still face.
Free To Be… You And Me was a project spanning multiple media (including a book, record album, and TV special) from the early 1970s. The main message of Free To Be is gender equality among children and their parents. Developed by actress Marlo Thomas and feminist publication Ms. magazine, Free To Be was a reaction to rigid sex roles and cultural values of the 1950s and 1960s. Free To Be was the first children’s media project of its kind to actively confront sexual and racial stereotypes.