Women and Guns
In a class on feminist ethics the other day we had a lively discussion of the ways in which feminist rhetoric is now used in advertising. Usually it’s the language of autonomy and choice reduced the choice between consumer goods that one sees. In these anti-abortion times, south of the border but creeping north, I am happy that we still put a positive spin on choice even if that means I have to endure ads about my choice of handbags, bank accounts, and hamburger toppings. Have it your way! (Yes, I will, thanks.) But my favourite ad of all time for its use of the feminist rhetoric comes from a gun manufacturer and is quite old. This ad plays not on choice but on equality. And the image of the take charge woman–I don’t need defending, I can take care of myself–is quite powerful even if one deplores guns. 
