It's Christmas! You know what that means!! BUY YOUR WOMAN JEWELRY OR YOU ARE A TERRIBLE BOYFRIEND/HUSBAND. (And it also means only heterosexual couples buy each other gifts in the world of mainstream TV commercials.)

Now, I enjoy jewelry. And my husband has gotten me a couple items of jewelry as gifts, and I certainly appreciated it. But holy crap, what kind of mindless idiots have worked on the marketing campaigns for mall-jewelers for the past ... well, forever. Their ads are offensively heteronormative and wastefully consumerist.

Click for some videos.

Funny satire:

Unfunny actual viral marketing from JCPenney:

Personally, I would not be offended if my husband got me a double bagged vacuum as a gift. But that's probably because he vacuums more than I do. Or if he got me RAM with a note that said "thanks for the memories." That part of the "commercial" killed me. It was sweet and thoughtful and practical, but NO, it's not shiny and expensive and showy. Because all straight women want is shiny, expensive, showy stuff that has no real practical application other than making other women jealous when you scream "HE WENT TO JARED!"

I really hate when the world of consumer goods reduces straight women to money-grubbing whores with no sense of sentimentality or practicality. Yes, I do like the occasional shiny, pretty thing, but I also love practical, useful, thoughtful things. Maybe I'm not a true member of the girls club. But that isn't the first time I've thought that.

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