Archive: Feb 2009

Pris S. sent in an ad that ran in the Collegiate Times, the Virginia Tech campus newspaper:

Of course, it’s a great example of advertising making people feel as though they aren’t sufficiently attractive so they’ll buy a product. But it’s also interesting because it’s an example of a cosmetic procedure that is increasingly marketed to men as well as women. Women do get laser hair removal, obviously, but so do men. Our standards of male attractiveness increasingly demand control of body hair. Hairy backs and shoulders are a source of ridicule. I have known several men who felt very self-conscious about their body hair, some of whom shaved or waxed some of it. Even chest hair is questionable; most images of shirtless men (in ads, pin-ups, calendars, etc.) show very little chest hair. The “man-0-lantern” chest-waxing scene in “The 40-Year-Old Virgin” of course used men’s concern about body hair for comedic effect.

The other thing that’s interesting here is the connection between having body hair (which, as far as I can tell from the ad, could include just about any type, including pubic hair) with being an “ape,” as though we should be ashamed of the fact that we are, in fact, mammals who have varying amounts of body hair. I suspect that it’s also part of the caveman stereotype–having lots of body hair is sort of associated with being less civilized, less fully human or modern. It’s also a beauty standard that is certainly going to be harder for some groups, those that tend to have more and/or darker body hair, to meet, which could bring up some interesting discussions about whose bodies are considered attractive, etc.

Thanks, Pris!

NEW: Andrea G. sent in a link to the line of Mangroomer products, which include electric shavers for back, nose/ear, and “private” hair:

These would be great for discussion new standards of male attractiveness–which increasingly pressure men to shave body and pubic hair, though not their legs or armpit hair, since that type of shaving is girly!–and also as an example of gendered marketing. Notice the very sciency-techy element to the website, with the graph-type lines in the background, the “swoosh” sounds, and so on.

Andrea also sent in this Nads commercial, in which we learn that the product saved a woman from a life of misery, since neighborhood children taunted her for having a beard:

It’s a great example of the social construction of bodies: we think it’s gross when women have beards, but at least in theory okay when men have them. Of course certain groups, such as Mormons, discourage men from growing beards, and in general full beards are relatively uncommon in the U.S. today and might be seen as unprofessional or otherwise inappropriate in some situations. But men usually won’t be openly mocked for growing hair on their faces (Joaquin Phoenix’s recent transformation aside), whereas for a woman, allowing hair to grow and be visible on her face would be socially unacceptable.

Thanks, Andrea!

To self-objectify is to think of yourself as an object first and a subject second.  People who self-objectify often consider their appearance to be for others and work on their bodies and attractiveness in order to please/not offend an imagined other.  Self-objectification is usually discussed in the context of women.  It is suggested that these women take on the “male gaze,” looking at themselves through an imaginary male judge.

I found this ad in Maxim magazine.  It encourages men to self-objectify by suggesting that they should think about how an imaginary female judge might evaluate their appearance (“She’s totally checking me out MILK Nutritional Shake”).

It’s fascinating that a magazine well-known for objectifying women also participates (at least in running this ad) in encouraging men to self-objectify.  Without suggesting that women and men are equally objectified in American culture, I think it might be interesting to talk about the extent to which we live in an objectifying culture, period, and learn to self-objectify whether we are men or women.

Rei N. sent in this vintage Wonder Bread ad from 1968, found here:

Text:

A pretty girl knows how to succeed with boys without half trying. But she’s got a lot going for her–marvelous new cosmetics, smashing fashions, and Wonder Bread. Wonder Bread? Wonder Bread! Wonder’s the neatest way to trap a boy since…well, since apples. Try tempting him with his favorite Wonder sandwich. He’ll bite. And–ZAP!–you’ve got him.

Well. Huh.

As Rei says, there’s the nice cultural trope about women “trapping” men (ZAP!), apparently since the time of Eve and her apple (nevermind that, according to Genesis, she was made for him because he was lonely, and she didn’t use an apple to trap a boyfriend, and all the other logical stuff). It’s also interesting that they don’t even bother to imply that some of the things she’s “got going for her” might include personality, manners, etc.–they’re all external, purchased assets.

Apparently Wonder Bread put out a whole series of these types of ads. Here are there others, which I found in this paper:

The whole “the way to a man’s heart is through his stomach” message, as well as the clear assumption that women prepare meals and men consume them (note the man on the right is the only person seen eating as opposed to offering a sandwich), is nice too.

Thanks, Rei!

@ 0:13 “I dream of kissing him under the Eiffel Tower.”

Yes, the commercial in general is pretty ridiculous, but I’m completely baffled as to why would someone need lap band surgery in order to be able to go to Paris and kiss someone under the Eiffel Tower.

It looks like she’s already with him. So, does she need to lose weight in order to take the relationship to the next step– like traveling together, or getting married and going on a honeymoon to Paris? Or are they already married but she is unable to travel unless she loses weight? Will she only feel good about herself, or enjoy herself in Paris if she lost weight first?

And he looks like he is pretty similar in size to her. Does he also need to lose weight in order to kiss her under the Eiffel Tower?

I don’t know about you, but I want to tell them to skip the surgery and just go to Paris already.

The New York Times has a fascinating peak into marketing logic.  The team at Frito Lay discovered that women prefer to snack on veggies and fruit, but that didn’t deter them.  They’re on a mission to sell more chips to the ladies. 

Through market research, they discovered that women feel guilty.  A lot.  The article reads:

Though Frito-Lay had often tried advertising snacks as guilt-free, this led to the conclusion that “we’re not going to alleviate her guilt,” Ms. Nykoliation said. “This is something in her life. So the question for us was, how do we not trip her guilt?”

Part of the strategy was to follow the success of SunChips by toning down the packaging and showing off healthy ingredients in the snacks.

“She wants a reminder that she’s eating something better for her,” Mr. Jones said.

Baked Lay’s will no longer be in a shiny yellow bag, but in a matte beige bag that displays pictures of the ingredients like spices or ranch dressing.

So Frito Lay is attempting a guilt-detour.  You don’t have to justify eating the bad-for-you-chips because they’re good-for-you-chips.  The bag is a natural color instead of neon orange and there are actual food stuffs on the front instead of a Cheetah! 

(image via)

This is a nice example of the appeal to nature as a marketing strategy.  Of all of the marketing strategies out there designed to make us buy things that we don’t need and perhaps don’t even want, I suppose this is rather innocuous (though I could argue that it makes it more difficult for us to actually evaluate what foods are and are not “natural”).

Alongside this makeover, Frito-Lay is also starting a website and animated cartoon serial designed to appeal to women.  I’ve embedded the “trailer” below.  Notice how it affirms the idea that women are obsessed with food and their weight, at the same time that it is carefully crafted so as to encourage women to “cheat.”  As the woman in the video says about her cookie: “So if I eat it standing up, it doesn’t count right?”  And her friend replies: “Absolutely.”  Everyone knows that it still “counts,” but when the one friend eggs on the other, we all feel more comfortable “cheating.”   Frito Lay foods for everyone!

So the commercial reproduces the stereotype that women are boy crazed whiners with a deranged relationship to food and an embarassing obsession with shoes.  [By the way, Gwen and I are, like, totally like this.  It’s amazing we even have time to be sociologists, what with all the traipsing around in high heels, discussing diet fads, and oogling cute boys!]

Okay, so it reproduces rather repugnant ideas about women.  What’s the harm?

On the first day of Sociology of Gender I ask students to introduce themselves and answer a few questions including:  “Are you a stereotypical man or woman?  Why or why not?”  Inevitably the majority of students will say that they do not conform to the stereotype, that they both do and do not have characteristics associated with it, that they display human characteristics, not just ones associated with their sex.  I then ask them:  “What percentage of your friends and family fit the stereotype?”  They respond similarly.  I follow up: “How many of you regularly find yourself starting sentences with ‘Women are so…’ and ‘Men are so…’?”  They all raise their hands.

 This, I suggest, is interesting.  Gender stereotypes don’t come from us and aren’t validated by our actual experiences.  Yet, we still talk as if they were true.   If we don’t affirm the stereotype, where do they come from and why do we believe that they are true?

Well, here’s part of the answer: We know what men and women are like because we are constantly told what women and men are like.   This Frito Lay campaign is one source of this particular stereotype about women; more can be found here, here, here, here, here, here, here, and here.

Another question, and one I’d love to know the answer to, is:  Why is it that, when cultural messages and actual experiences contradict each other, we come out endorsing the cultural messages?

I was recently at the grocery store with my boyfriend when he noticed that Tropicana orange juice (owned by Pepsi) had a new look. Here’s an image of the new carton, found at the NYT:

Burk hated the new design. Loathed. Expressed his horror at length. He thought it was ugly and looked like a generic orange juice brand. I agreed that it looked a little generic but didn’t have a lot of other thoughts about it. It didn’t have any impact on our shopping patterns regardless, since neither of us drink orange juice (but give me some Tang and I’m a happy, happy girl; my great-grandma used to make a simple powdered-sugar frosting and added Tang mix to it so it was Tang-flavored, so I have very happy memories of Tang. Excellent on yellow or lemon cake. Pink lemonade mix works too.).

Anyway, it turns out lots of people shared Burk’s reaction–they absolutely hated the new carton. And they cared enough to actually contact the company and complain. As a result of all the complaints, Tropicana will be going back to the original design:

What struck me about this was two things: First, the power of consumers. When we think about the food system (or clothing, or whatever), clearly meatpackers, grocery stores, big-box retailers like Wal-Mart, etc., have tremendous power, and consumers often feel powerless to affect a system that may not bring them the type or quality of food products they prefer to feed their families. And yet moments like this indicate that consumers can force companies to change. We saw something similar in the late 1990s: when lots of people got on the South Beach and Atkins diet, many restaurants started adding low-carb options to their menus to avoid losing customers (Subway particularly jumped on this bandwagon). If enough consumers make it clear that they will stop purchasing a company’s products, they can make those companies change. We aren’t powerful individually–Tropicana wouldn’t have cared if just I wrote in about a concern–but we can be powerful collectively.

The second thing that struck me, though, is what we get upset enough about to actually contact companies and demand change. Out of all the problems with our modern food system–the health of the food we buy, environmental impacts of production practices, conditions of agricultural workers, food contamination, etc.–most of the time we really don’t demand that companies do anything about it (unless there’s a crisis like the peanut butter contamination issue*). As a foodie, it’s a little depressing to think that people in general may be more concerned about the design of their orange juice carton than in thinking about what’s inside the carton.

* For you “Battlestar Galactica” fans: last night I had a very involved dream in which I realized that the peanut butter contamination problem had been a cylon plot to kill us.

Fellow Contexts blogger Flaneuse over at Graphic Sociology posted this map showing increases in milk production by region:

As we see, overall production has been more or less stable in most regions but has increased dramatically in the Pacific and Mountain regions.

This data hides another pattern, however: changes in average dairy herd size. Dairy operations in the West and Pacific regions tend to be significantly larger than dairy farms in the more traditional dairy states in the Great Lakes region and the Northeast. I went to the 2007 Census of Agriculture site and grabbed some data to do a few quick calculations. I chose two states in the western U.S. and two in the traditional Dairy Belt, just for illustrative purposes:

All calculations use data available in Table 17 in the Census reports for the total U.S. and each individual state, which you can easily access at the link above if you want to check my numbers. I rounded everything off to the next highest whole number except for the two percentages in the lower right-hand cells, where doing so would greatly over-represent the percent of farms of that size.

In general, dairy farms with more than 500 milking cows are considered very large in the industry. Those with over 2500 cows are really extremely large, though there are dairies with more than 10,000 milking cows (including the Vander Eyk dairy, which supplies organic milk to be sold under the Horizon brand, as well as conventional, non-organic milk to other companies). But I digress.

Anyway, clearly we see that farms in California and Idaho (and the other Pacific/Mountain states) are larger, on average, than dairy farms in the traditional dairy states. The increase in milk production in the western U.S. is due predominantly to increases in the number (and herd sizes) of very large industrial dairies.

The growth of these large dairies depends on very cheap rates for water used to irrigate agricultural land. Those dairies have to grow lots of alfalfa and other feed crops to feed so many cows, since they certainly can’t afford enough land to have thousands of cows on pasture. And big dairies produce enormous amounts of manure that have to be carted off somewhere each day, meaning they often have big manure lagoons where they store it (as well as spraying as much as possible on fields). The lagoons are lovely, if you haven’t ever been really close to one, or perhaps nearly fallen into one while conducting research for your thesis. Not that I know anyone who has had such an experience. Point being, the competitive success of large western dairies is dependent on favorable political conditions (such as decisions to keep agricultural water rates lower than other water usage rates), and they have significant environmental consequences when we consider the use of water for irrigation in states that are often relatively arid and potential pollution from manure runoff.

I have some issues with Flaneuse’s implication that the growth of western dairies is a fairly natural result of population growth because milk is a localized commodity. I don’t know that you can really call milk a localized product these days–California milk is for sale in every state, and CA has aggressively marketed the state’s dairy industry with their “Happy cows” campaign. I can also buy milk from dairies in Minnesota here in Vegas, if I look a bit. So while I’m sure population growth has a role, I think it’s important to look at the political factors–particularly environmental laws as they apply to agriculture and local opposition to large dairies–that encourage the growth of huge industrial dairies in some regions more than others.

Also keep in mind, the production of milk when measured in pounds doesn’t just indicate there are more dairies or more dairy cows…it can also be the result of getting more pounds of milk per year per cow through the use of technologies such as bovine growth hormone (rBGH). I’m not up on rates of use of rBGH by region right at the moment, but I do know its use is nearly universal in industrial dairies; if smaller dairies in the midwest are less likely to use rBGH for various reasons (including concerns about customer opposition), that would also have an impact on where milk production is increasing most rapidly.

That was a lot of rambling to have just added one little image to what was in the original post at Graphic Sociology, but soc of ag is my specialty area and I geek out about it sometimes. You have no idea how much I reined myself in to tell you just this much about the dairy industry!

[Note: If you’re really super interested in this and don’t mind reading academic articles, I suggest an article by Jess Gilbert and Raymond Akor (1988) “Increasing Structural Divergence in U.S. Dairying: California and Wisconsin since 1950,” Rural Sociology 53(1): 56-72. They lay out some of the effects of politics, water subsidies, technological change, etc., and how they’ve favored a particular type of dairy system in the West. Also check out the Program on Agricultural Technology Studies at the University of Wisconsin, which has links to lots of easy-to-understand reports about trends in the dairy industry.]

Browsing the Apple iTunes Application store the other day, I came across an application where guys can track their girlfriend’s menstruation cycle– and most importantly, their PMS symptoms– so that they can avoid the women in their lives who are going to be irrational, crazy, lunatics for a few days every month.

Take PMSTracker, for example, which tracks your “wife/girlfriend/sister/mom” so that you can avoid unexpectedly having your head bit off (or, in the example below, by your secretary).

And then there’s an application called “uPMS” which aims to help “all guys out there suffering the monthly Psychotic Mood Shifts” by warning them when to “keep their head down.”

My favorite is an app called “I am a Man” which advertisers itself as a better “lady tracking” application by making it easy to track several woman. And, according to the description, it will even somehow help you save money!

And here’s the calendar tracking several girls at once. Importantly, the application is password protected, and if one girl checks out the program she’ll only see herself list (and not various other girls that this guy must be hiding from her):

There are a few useful iPhone and iPod Touch apps geared toward women and couples for keeping track of their menstrual cycles, fertility cycles etc. I’m not an expert on social constructions of menstruation (maybe someone who is can add more to this!) but what’s interesting to me about these particular apps is that they (1) perpetuate the assumption that PMS turns women into complete, irrational lunatics. Yes, some women experience serious and real psychological PMS symptoms, but the degrees to which they do varies greatly. (2) They apps trivializes real PMS symptoms by making it a joke that women into lunatics once a month. Not every woman’s cycle is actual 28 days, and often isn’t predictable like clockwork. And (3) what about the physical symptoms of PMS that are often much more uncomfortable and debillitating for women?