In this article we're going to talk about sexist apples, the objectification of women and how this affects business. Apples are a good metaphor for how society views women and men in general. Society constantly portrays men as the ones who are successful and strong, with the only challenge being how much they have to do to be successful. Most men are portrayed as being responsible, strong, and all around “bread winner”. Women on the other hand are portrayed as passive, delicate, and submissive.
It's no wonder that a company like Wal-Mart, which prides itself on its commitment to “treating people well” sells toys and gift items that are essentially geared towards men. The toy market is dominated by products that are gendered in order to create an idea in the mind of the consumer that a man will be more suited to owning and using than a woman. This is why men are constantly represented as being stronger, smarter, and more capable of completing more tasks than women. An image of strength and power is what subconsciously drives the decisions we make and the actions we take. This is why we get angry when a male dominates the boardroom or gets the top job at work.
The same image is used to sell cars and houses. When someone wants to increase their social status or power they buy a car or a house with the image of their personality on it. This image fuels the economy because individuals with these types of images are able to leverage massive amounts of capital thanks to capitalism. This capital then buys more goods and services, which make everyone in America and the world wealthier.
However, when a company such as Wal-Mart exploits the image of a strong apple it impacts not only the company's stock price but the whole economy. An apple is a valuable commodity that many people value highly. With a company like Wal-Mart using its logo on a cheap female apple merchandise it sends a message to consumers that women are less valuable than men. This affects the way men and women interact with each other and the decisions they make regarding how to spend their money.
Masculine power is most often associated with men. A business that sells products associated with men and macho, tends to have a better operating profit margin than one that advertises itself as gender neutral. This is why credit card companies allow women on the logoy cards despite the possibility of low sales for them. In fact, it could be argued that women are the target market for this type of merchandise.
The way that an apple credit card promotes the idea of female power may also contribute to its growing popularity among men. One of the reasons that businesses are beginning to recognize the importance of promoting their products this way is that men are beginning to realize that they . . . . . . can also be powerful and successful. They are also realizing that there is potential in being able to leverage the economy by spending their money. In essence, they are able to buy the same things as women at a lower cost. While many of the products associated with this credit card may be geared towards men, it does not mean that all items are exclusive for men alone.