How do industries view you? Last August BIC came out with a new set of ball-point pens called BIC for her. What makes a pen only fit for the use of a woman? These pens come in different shades of pink and lavender. They are also slimmer, so they could fit “better” in the “small and dainty” hands of a lady. This product is sold in stores, but they are also sold on the popular online site, Amazon. Amazon gives it’s consumers the ability to rate and review a product. These reviews are displayed for other consumers so they can determine whether or not they want to actually purchase the product. However, these reviews reveal more than the quality of the product. They inform us what exactly the industries think will appeal to us as the consumer.
These pens attracted so much attention that it accumulated over 800 reviews on Amazon.com and over 500 reviews on its international site Amazon.co.uk. One female consumer wrote, “Since I’ve begun using these pens, men have found me more attractive and approachable. It has given me soft skin and manageable hair and it has really given me the self-esteem I needed to start a book club and flirt with the bag-boy at my local market.” A pen obviously cannot make someone more attractive. This comment satirically exposes what BIC thinks is important to a woman. Soft skin, Manageable hair, and male attention are stereo-typically the desire of all women. This product produced hundreds of humorous and fake comments. Fake comments also are posted under other merchandise that are marketed by Amazon. These comments hinder Amazon’s review system, but mock consumption and release us from the conformity of stereotypes within our culture.