In an article written in 1969, Willis argues, “For women, buying and wearing clothes and beauty aids is not so much consumption as work. One of a womanâ€™s jobs in this society is to be an
attractive sexual object, and clothes and make up are tools of the trade.
Similarly, buying food and household furnishings is a domestic task; it is the
wifeâ€™s chore to pick out the commodities that will be consumed by the
Being self-consciously occupied is an effective means of social control; our world is kept so narrow that we are marginalized from important political discussions.
This point is touched on in Sarah Haskins hilarious and tragic review of advertisements marketing to women in 2009.
‘Women and the Myth of Consumerism’ by Ellen Willis