Shopping for Pleasure Response

In the article "Shopping for Pleasure", the author discusses the ways in which consumerist culture creates products that are marketable under the "feminist" category, but still effectively further patriarchal ideals. An example of this that the author focuses on is the whole "women love to shop" merchandise movement that is worded in ways in which it seems that women are in control of the money in their household, seemingly challenging the gender role expectations. Not only does this perpetuate a stereotype that was created by men, but it is largely hetero normative and borderline conservative. The idea that women are frivolous and sneaky in regards to finances and superficial things is a concept that has been around for ages, "The Wife of Bath's Tale" by Chaucer a good example of how far this notion goes. So, by this company promoting stuff that is "feminist" because it regards the house wife as the dominant, they are being neither revolutionary or taboo. A way to contradict this and actually create some merchandise with relevant feminist messages, these "women love to shop" must be replaced with slogans that don't include ideals that the patriarchy implements into us.