We have moved from an idealized commercial female identity that values domesticity and submission into one that uses empowerment. “Buying Power” is a series of paintings and sculptures exploring the marketing tactics and their imagery that have been instrumental in the social construction of womanhood, historically and into today. This manipulation of women both defines an identity and sells it back to the consumer. “Buying Power” is a playful and at times sarcastic creation of reconceptualized domestic products inspired by these efforts. The work consists of painted animation production cels taken from short commercials, as well as physical beauty, cleaning, and household products that have historically been market towards women.