Daddy’$ Money: Teaching Girls That All You Need is High Shoes and a Short Skirt
Apparently, Skechers would have us believe that women can have everything their heart desires, if only they are willing to use what God gave them to manipulate some man, any man, to give it to them; starting with their daddy followed soon after by their sugar daddy.
Skechers released a new line of wedge sneakers for teen girls called Daddy'$ Money. The tagline is “Get spoiled with Daddy's money, ultra cool shoes that will put you in the spotlight…”
Firstly, why are teen girls wearing sneakers with a 2-inch heel in the first place? I never wore 2-inch heels to school when I was in high school. Secondly, why is Skechers marketing to prostitutes when their target audience is supposedly teen girls?
As I watched the commercial, I got the distinct feeling that the Daddy that was really being referred to was a sugar daddy because the girls were wearing tiny cut off shorts and half shirts, baring a lot of skin. If this were referring to actual daddies, boy did Skechers miss the mark. My husband would have demanded that our girls go put some more clothes on.
Instead of teaching our girls to be strong minded and intelligent, this commercial sends the message that women only need to be attractive to men to get everything they want in life.
The shoe styles are called Gimme this or that, kisses, wicked, etc. Once again sending the message that girls want nothing more than material things from men and all they need to do to get it is shake their butts in tiny clothes. This commercial is promoting the oldest profession in the book; the fair trade of sex for goods.
Quite frankly, as the mother of little girls, these commercials disgust me. It’s hard enough to raise independent girls with self-confidence, without campaigns like this defeating the purpose. I’m so disgusted by this campaign I have decided to not even buy the Twinkle Toes by Skechers on principle. Does Skechers think this is the natural evolution of our little girls? One day they are dancing in their sparkly ballet shoes and the next they are dancing in 2-inch heals around a poll for a couple ones?
Skechers is sending a negative message with this new line of shoes that women are materialistic and can bat their eyes and exchange their feminine wiles for monetary gain and it’s all okay. It is disgusting and it does nothing but sexualize our teen girls.
Would you buy these shoes for your teen or are you offended by the insinuation this campaign portrays?
Image via ABC