Cross-posted at Jezebel.
gabrielleabelle sent in an online ad for Minute Maid orange juice that reinforces gender stereotypes, particularly that women are desperate to get married and feel competitive with one another regarding their progress toward this all-important goal. The ad is part of Minute Maid’s “Mmojo” campaign, which consists of ads showing people drinking Minute Maid and then instantly being more successful, desirable, and generally awesome. This ad included images of two people who clearly have lots of mmojo and asks how you compare. How could we tell? Well, the guy is covered in lipstick kisses and looks a little overwhelmed by the attention:
Now, how would we know a woman was magically charmed? Oh, that’s right — she’d have managed to get herself an engagement ring:
Because there would be no better proof of a woman’s magical powers than her ability to get a man to propose to her. I can’t even imagine how much mmojo another woman would have to have to top this.
Comments 33
hollie — May 6, 2011
And they even chose the scrawny-nerd-guy and librarian-woman stereotypes so the attention would seem even more unlikely. Bet if she just took off those glasses and let her hair down...removed the pencil so she wouldn't look smart...
abitha — May 6, 2011
At least they chose roughly-analogous images (i.e. both to do with becoming more attractive to the opposite sex) - rather than, say, the guy having won a sports victory and the woman having gotten engaged.
:] — May 6, 2011
Looks like more multiple engagement rings.
As in she has multiple suitors.
iammrsnesbitt — May 6, 2011
I don't know who wrote this, though I think it was Minute Maid: http://www.dailycandy.com/new-york/article/102078/Dedicated-Email-Minute-Maid
It has a story to accompany this image:
Maybe Annie (daily Minute Maid® enthusiast) leaves her cubicle and heads to the most exclusive nightspots, where her feel-good aura alone magnetizes hopelessly romantic hunks, who kneel down presenting carats like business cards. They’re yearning to secure her friend request acceptance, while you and your cat remain on the couch watching your favorite rom com — again.
Acediance — May 6, 2011
And of course the two people are conventionally unattractive. Because it's not like conventionally unattractive people are ever, ever able to find love or anything. No, of course not! You need Minute Maid to help!
Shannon — May 6, 2011
Since when did orange juice make one more attractive? Everyone knows only beer, cars and jewelry do that!
Jarrett — May 6, 2011
Minute Maid led to my gonorrhea. I'm in the beginning stages of a lawsuit.
Alll — May 6, 2011
Is there a bigger image somewhere? Her ring finger does look weird. I wonder if :] is right and there are multiple rings.
Sadie — May 6, 2011
I just effing hate that the woman resembles a librarian/teacher of some sort. As if smart women are completely undesirable. This is despicable.
Siobhan C. Reardon — May 6, 2011
I'm generally very attuned to & critical of evidence of gendered inequality & sexist stereotypes in society, politics, the media, etc - but I have to admit that I find this quite innocuous and even kinda funny and cute. I'm not particularly offended by it because I perceive the images to be self-consciously "retro," which is in large part, I think, what makes it amusing. It seems to me that the ad was intended to elicit lighthearted chuckles & not to reinforce traditional gendered measures of "success."
Sarah — May 7, 2011
Truly that ad is just weird. Makes me not want to buy that product anymore.
Liz — May 7, 2011
Huh. I've been seeing that ad (the one with the woman) for a while but hadn't really registered what it was about. I actually thought that she was some kind of superhero with a magic ring that grows into a shield or weapon or something like the bracelet in Witchblade.
I kinda wish you hadn't explained it to me :(
rose — May 7, 2011
wow, i think the comments to this are more interesting than the original post.
Missdisco — May 7, 2011
1) Multiple marriage is a criminal offence, but you can trade in all that bling for money!!!!
2) The guy kinda looks like Ryan Tubridy of RTE . Hell, he wouldn't need orange juice to get me to kiss him!
Vive — May 7, 2011
Anybody else notice that her magically OJ-supported mmojo is lower than his? 4775 vs. 499-something.
BlueDebonair — May 23, 2011
I also think it's also interesting to note that her score is below hers. It's one of the first things I noticed. Of course, she can't have a HIGHER score or even an equal score.
Val — August 21, 2013
"This will make you attractive to the opposite sex" is a common advertising gimmick. And what other type of success (instead of the opposite sex wants me) would you be able to link to OJ and show in a print ad? People with stacks of money? Getting a diploma? Somehow showing that someone got their dream job? Getting super fit? None of these would make sense or be easily conveyed.