Marc sent in a link to some sexist vintage ads found at Blog of Hilarity [note: I had an actual link to Blog of Hilarity, but commenter LillyB pointed out that when she clicked on it, she got warnings from her AntiVirus about the site; I just had the same thing happen, so I decided for safety’s sake to remove the link]. Some of them I’ll be adding to other posts, but I thought these deserved their own post.
This one, for Love’s Baby Soft, is so creepy I can hardly stand to look at it:
The shape of the bottles, the sexualization of young girls…ick. A teddy bear? Really? The text below the bottles:
Love’s Baby Soft is that irresistible, clean-baby smell, grown-up enough to be sexy. It’s soft-smelling. Pure and innocent. It may well be the sexist fragrance around.
Notice it’s not grown up…it’s grown up enough. Jean Kilbourne uses this, or a similar Love’s Baby Soft, ad in her documentary Killing Us Softly 3 when she discusses how young girls are sexualized and adult women are encouraged to infantilize themselves.
Here’s an ad for Kellogg’s PEP vitamins:
I know I always look super cute when I’m scrubbing the kitchen.
Finally, this Trix ad seems sort of creepy to me, and I’m not even sure why. Maybe it’s the way the girl is staring at the camera, or that her pupils seem fixed and dilated:
The text isn’t exceptionally interesting, but it does use the word “gay” in the original sense of “happy,” something a company would certainly not do today.
eallen — November 13, 2008
The Trix ad ties nicely in with the Baby Soft ad because the Trix ad equates a woman and a five-year-old. More sexualization, bleeeech.
I think the Trix ad looks creepy because the five-year-old is staring in utter despair at visions of her potential future as a housewife with a problem with no name.
Anna — November 13, 2008
I'd like to find out what's in those "vitamins." Mother's little helpers, anyone? ;)
Bagelsan — November 13, 2008
Now all I can think about is that f*ing pedophilia ad... *shudder* Really? We need to screw *babies* now? 5-year-olds aren't young enough anymore?
...and I have never seen a child look more depressed about cereal in my life. Isn't it just plain bad marketing to prominently display your brand name next to a miserable small child? The mom is like "ha ha ha! Die of scurvy you little brat!"
LillyB — November 13, 2008
Hi, I've clicked twice on the 'Blog of Hilarity' link on this post and both times I've received a 'malware' warning from my anti-virus.
Gwen Sharp, PhD — November 13, 2008
Oh, thanks, LillyB--I took the link down, to avoid possibly leading people to a site with a problem.
yikes — November 14, 2008
I wonder if the Love's Baby Soft ad was out around the same time Brooke Shields was starring in Pretty Baby. I've never seen it, but the above ad reminds me of ads for the movie.
Sociological Images » VINTAGE ALBUM COVER NEWLY CENSORED — December 12, 2008
[...] and, more generally, the sexualization of young girls. See contemporary and historical examples here, here, here, here, here, here, here, here, here, here, here, here, here, and here. Oh [...]
Women Dressing Up Like Little Girls Dressing Up Like Women » Sociological Images — October 31, 2009
[...] showing the conflation of women and little girls, see these creepy posts: the cover girl mouth, innocence is sexier than you think, and compete with your daughter’s little girl look. Leave a Comment Tags: [...]
Sociological Images: Women Dressing Up Like Little Girls Dressing Up Like Women « Social Inequalities — November 1, 2009
[...] showing the conflation of women and little girls, see these creepy posts: the cover girl mouth, innocence is sexier than you think, and compete with your daughter’s little girl [...]
Sexy innocences | Imagestore — October 15, 2012
[...] “Because Innocence is Sexier than You Think”: Vintage Ads …Nov 13, 2008 … Love’s Baby Soft is that irresistible, clean-baby smell, grown-up enough to be sexy. It’s soft-smelling. Pure and innocent. It may well be the … [...]
Has Victoria Secrets Crossed The Line By Marketing To 12 Year Old Girls - Democrats, Republicans, Libertarians, Conservatives, Liberals, Third Parties, Left-Wing, Right-Wing, Congress, President - Page 18 - City-Data Forum — March 28, 2013
12 Unsettling Retro Ads Featuring Kids | GossipViews.com — January 7, 2014
[…] Via thesocietypages.org […]
William Arthur Storer Jr. — July 29, 2014
Does anyone know who this model was and how old she was at the time?
meandanitoo — March 27, 2016
This is nothing new and has been going on in Hollywood since it was born. Just look at Shirley Temple movies...when she was 2 and how the movies she made were made by and for pedophiles and pederasts. It's no different today, if anything it's worse. Look at the shows on prime time. Are these not children who are dressed up in whorish clothing and wriggling and gyrating to some filthy Beyonce tune while their parents stand by and grin and clap foolishly? Look at the "beauty" pageants where little girls as young as 2 years old wear makeup and pouty lips - who do these stupid parents think is watching them? Who do they think these shows are made by and for?
Look at the ad again. When a woman is five???/!!! A five year old is not a woman! The expression on that child's face and the blank stare in her eyes while her mother is behind her grinning....reminds me of the foolish mothers of today who pimp their children out to the highest bidder in order to live their failed or broken dreams through them.
I remember that love's baby soft ad. It was odd then...a little girl in lipstick. But when I think back about some of the girls I went to Junior high school with I can understand why some of them dressed and behaved the way that they did. I am so sad for the children of the world. Their innocence is being attacked at every level while we sit by and get our nails and hair done and concentrate on empty careers that will lead us nowhere. I pray that God will be merciful and protect the children from these beasts who seek to use and abuse them for their own selfish pleasure. May He open the eyes of their stupid parents so that they can STOP USING THEIR CHILDREN and protect them as God intended.
Baby Soft Advert | Rehear — August 6, 2016
[…] “Because Innocence is Sexier than You Think”: Vintage Ads … – “Because Innocence is Sexier than You Think”: Vintage … for Love’s Baby Soft, … or a similar Love’s Baby Soft, ad in her documentary Killing Us Softly 3 … […]
Robert Griffith — October 6, 2017
And the commercials that ran with that advertising campaign:
REPRESENTATION AND INTERPRETATION – LOVE’S BABY SOFT ADVERTISEMENT — April 3, 2020
[…] Sharp G, 2008 https://thesocietypages.org/socimages/2008/11/13/because-innocence-is-sexier-than-you-think-vintage-…, viewed April 3rd […]
Anonymous — December 4, 2020
This is nothing new and has been going on in Hollywood sparkyreads
Sarah — January 17, 2021
Couchtuner is the most sexier than you think for vintage ads.
Isabella Morgan — January 17, 2021
John Edward Thomas Moynahan holds tremendous famous in the Hollywood industry because of his parents.
Fame — February 17, 2021
Yeah! I agree with you because innocence is sexier than you think.