The Look of Love: Commercial Crassness and Stereotypes

An obvious peeve is the commercial crassness of Valentine’s Day. We’re expected to buy cards, flowers, candy, and other gifts (generally decorated with hearts) for our loved ones once a year, but what I don’t get is why we don’t show people our love all the time and not just on a holiday that clearly is meant to offer a significant profit to certain industries. But it isn’t just the commerciality that bothers me; it’s also the stereotyping.

The other day, I was in a card shop, making a study of the cards available. First of all, nearly all the cards were designed for heterosexual couples. This was obvious because of the pictures of male and female people (or, once in awhile, animals, such as cats or bears, dressed in stereotypically male and female ways, with one cat in a skirt and the other wearing a tie) on the cards. So Valentine’s Day is a holiday for straight people.

Secondly, it was interesting to see how the cards used language. Cards addressed “to my husband” or “to my boyfriend” used terms such as “strong man,” “good father,” “faithful husband,” and “loving boyfriend.” Cards addressed “to my wife” or “to my girlfriend” were more likely to use words like “beautiful” and “sexy.” That is to say that women express their love for the men in their lives by praising what they do and how they do it, whereas men refer to their wives’ and girlfriends’ looks.

Is this what love is about?

--Curly