How Genders Work: Putting Together the J. Crew Catalog

How Genders Work: Putting Together the J. Crew Catalog

Paul Mulhauser and Kelly Bradley

This visual critique of gendered assumptions in a J. Crew catalogue, “How Genders Work: Putting Together the J. Crew Catalogue,” was created by Paul Muhlhauser and Kelly Bradbury when they were assistant professors of English (Rhetoric and Composition) at the College of Staten Island, CUNY. It appears in a digital magazine titled Harlot, produced by rhetoric scholars for “exploring rhetoric in everyday life.” The site explores and critiques gender assumptions in five aspects of a J. Crew catalogue: “Language,” “Font,” “Contexts,” “Bodies,” “Minds.” In each of these tabs, facing pages contrast the images and language used for women versus men. Once you’ve examined this one catalogue through these lenses, you might see the marketing of almost any product through these critical perspectives. What do you think are the long-term effects of these marketing strategies? What could consumers do in response?

How Genders Work: Producing the J. Crew Catalog. Courtesy of Paul Muhlhauser, Assistant Professor, McDaniel College and Kelly Bradbury, Assistant Professor College of Staten Island

<<COMP: insert Figure ePages 17.2>>

<<COMP: insert audio.mp3>>

Reading as a Writer: Analyzing Rhetorical Choices

After exploring How Genders Work, consider the questions below. Then “submit” your response.

Question 1.1

1. Divide up the work of analyzing the five tabs among small groups or pairs in your class. What are the most surprising or significant aspects of the facing pages you are in charge of analyzing? Be ready to explain your reasoning. What can you say about the tone and word choices of the authors of this critique? For example, on the “Minds” page, the authors note, “Do not be afraid to cut off the tops of the models’ heads as shown. They do not need them anyway.” In contrast, they claim of the catalogue’s approach to images of men: “Use men’s facial expressions and their physical position to show confidence and their tendency to be contemplative and thoughtful.”

<<textbox>>

Question 1.2

2. How do other clothing catalogues stand up to this critical approach? Apply these critical lenses to another marketing line and present your findings to the class.

<<textbox>>

Writing as a Reader: Entering the Conversation of Ideas

After exploring How Genders Work, consider the question below. Then “submit” your response.

Question 1.3

1. This catalogue critique is in conversation with many of the writers in this chapter (Naomi Klein, Shalini Shankar, Ann duCille) and writers in other chapters, too (Jean Kilbourne, Noël Sturgeon, Carolyn Merchant). Choose one or two authors to use to develop a paper (or a more informal presentation to your peers) about marketing, gender stereotypes, and the effects of these kinds of marketing tactics. If you like, draw on some additional advertising that you analyze through these lenses. What do you discover? Why do these critiques matter?

<<textbox>>

<<Settings>>