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!
Comments 22
Kipp — February 28, 2009
The other, non-sociological, point that can be made about this is its carelessness. The animal is a chimpanzee, not an ape.
jfruh — February 28, 2009
Not that I've done tons of comparative research, but don't Europeans tend to have more body hair that other folks? That would at least be a change of pace in which the white people are referred to as being ape-like.
anth major — February 28, 2009
Chimps ARE apes. Specifically, they are categorized as great apes along with humans, orangutans, gorillas, and bonobos (or pygmy chimps).
Vidya — February 28, 2009
I like the way this post highlights the way this ad plays off fears of lack of boundaries between humans and nonhumans, a reoccuring them in historical (and contemporary) sexism, racism, classism, fatphobia, and other forms of oppression.
Jay Livingston — February 28, 2009
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.
I seem to remember a lot of people getting upset recently about a cartoon of a primate because they thought it represented a person. But I don't think the fuss was about body hair.
Vidya — February 28, 2009
"I seem to remember a lot of people getting upset recently about a cartoon of a primate because they thought it represented a person. But I don’t think the fuss was about body hair."
Yes, though in both cases, the offensiveness/shame ultimately depends on speciesist assumptions that nonhumans are 'subhuman', rather than merely different than humans. There would be no purpose in suggesting that people of colour (or, in this ad, hairy people) are 'apelike' if 'ape' did not already equal 'less than human' in cultural discourse.
thewhatifgirl — March 1, 2009
You might also want to keep in mind that human beings have the same general number of hairs/follicles per area of skin as chimpanzees do. Our hairs are just generally shorter, finer, and lighter.
Which actually brings in the "subhuman" aspect that Vidya mentions. This ad, and the obsession with removing body hair, suggests a strong societal desire to differentiate ourselves from our closest cousins and thus pretend like we're really not animals but something "better than animals".
Jamie — March 2, 2009
"Of course certain groups, such as Mormons, discourage men from growing beards"
I am LDS (mormon) and that statement is false (most things are misconstrued anyways) Many men have full beards and facial hair - are definitely not "it trouble" if they do. It is only when young men are serving full time missions as missionaries they are instructed to be clean shaven. NO biggie, just thought I'd share because that sounded lame the way you stated it "of course".
Gwen Sharp, PhD — March 2, 2009
Jamie,
I think this varies a lot. I moved to Vegas from a small town in Utah where LDS men were definitely pressured to not have beards at any time. I had a friend who was considered a bit of a rebel because he decided to grow out his beard for a few weeks. His bishop actually took him aside and spoke to him about it being inappropriate and he definitely felt pressured to shave, which he did. On the other hand, it seems like here in Vegas, where there is still a large LDS population, there's a lot more leniency (when LDS friends here hear I lived in Utah, they often roll their eyes and make rather disparaging remarks about Utah Mormons, which I hadn't expected).
archdiva — April 1, 2009
Apart from the human/subhuman aspects of this dicussion, hair removal has become a significant self esteem issue, apparently...and not just for bearded women.
There is a 30 second radio spot playing in my area for a laser hair removal office in which the female announcer spends the first 5-10 seconds going on about how unwanted and excess facial hair is ruining our self-image, self esteem and lo! our very lives (subtext mine)!
I studied advertising in college. I get it. They're selling the benefits of hair removal for women by building up the fear of being ridiculed, rejected, ostracized, etc. for having something completely natural in the first place. For the bearded woman who doesn't want to be, this is a blessing.
BUT there's a HUGE difference between excess hair (ie bushy eyebrows/monobrow, dark hair on lip, large number of chin whiskers/bearded appearance) and simply unwanted hair (ie I don't want to have to bother to pluck my brows or I have a recurring chin hair or three that won't go away).
Either way, in 30 seconds, they're creating the need for hair removal and fulfilling that new need by promising fantastic results, a 100% guarantee, and the return of your social life and self esteem.
*sigh*
I'm glad I know enough to see through their tactics, but many people do not. Which guarantees them customers for years to come...
Lynne — April 3, 2009
Maybe I'm weird or something, but when I looked at this video without any preconceptions of "feminine" beauty, I though she looked rather dignified with facial hair. Or maybe that because I've been preconceived to think that men with beards are dignified... No matter the topic, it's hard to look at things without some sort of bias.
Sociological Images » Ball Bashing — May 29, 2009
[...] have seen this a bit with products aimed at men and their hair already (see here, here, and here), but I’m still surprised to see this. I can’t imagine anything [...]
gv — June 5, 2009
erf
V for Vegan: easyVegan.info » Blog Archive » On Queen Bees and Featherless Chickens — January 7, 2010
[...] “ape” like - as though we aren’t indeed both animals and apes! See, for example, Body Hair Makes You An Ape at Sociological [...]
elfboi — July 12, 2010
But we ARE apes! Biologically, humans are upright walking apes with extraordinary intelligence.
Melissa — November 26, 2010
As a woman with a hormone problem I can totally understand the dispare of have a lot of body and facial hair. I feel totally self conscious and ugly because of it. I grow thick black hair on my legs, arms, entire belly, breasts, back, butt, and toes. The 'normal' hair growth, like legs and underarms, are also problematic for me. If I shave anything I'll have a stubble by bedtime or the next morning, if I use some sort of cream I get rashes, and there is just too much hair to pluck. I cover my body from neck to toes year round, usually covering my arms whenever I can. I no longer swim in public anymore. I just cannot handle much more looks and finger pointing. I wish I had more confidence in myself to be able to ignore the scorn from others, but I've had to put up with too much already. My doctor said if they could figure out what was causing it then my hair growth my stop and maybe fall out. I'm not putting much stock in that though. I have been thinking about getting laser hair removal done, but there is no way I can affford it now. I know I should be proud of my body no matter what it looks like but sometimes there is only so much cruelty fromo others a person can take.
Scott — December 26, 2019
I'm a passive agressive alpha alpha male. From age 12 very attractive females asked me out & compared me to leading movie stars. I was massively strong & track star fast. I danced like Travolta & had moves like an olympic gymnast. I was the top academic in High School & college. Hung like a horse & can still rock all night. But I'm hairy as an ape. Ive got curled two inch hair on most of my body. Its only one inch on my hands of feet. Ive got long canine teeth like a wolf. A Gene Simmons tounge I can lick halfway up my nose with; & sea blue eyes with giant yellow stars. I have a wide thick bone structure with hugh joints. I am naturally extremely muscular with very little body fat. I used to wear my wavy thick hair to my waist. I do shave my facial hair twice a day. I shave all the way to about one inch from my eyes. Ive never heard a complaint from a female about my body hair. They would just gawk at my body. I look like a hairy Thor from the movies. Women would ask to rub my body; & run their fingers thru my body hair.
Body hair is a sign of male hormones. Men who can't grow body hair have a high level of female estrogen. I'm not female; my wife is. My boys whined about all the hair they started growing; but they didnt mind the massive muscles & natural strenght they got; or the attention attractive females started giving them.
Biologically; men are naturally attracted to beautiful females: I married one. Biologically females are attracted to men who can crush other men with ease; but will be gentle to their female mate & offspring. I'm old now; but until I was at least 45; I knew I was the dominant male anywhere I went. I'm old & half dead now; but still feel no fear. I'd take on any man or beast if backed in a corner.
Funny enough; all of my kids look like blond models; but are built like heavy weight Romo Greco wrestlers; even my daughter. Only difference is only the boys are as hairy as a gorrila. Yes; we have a lot of Viking blood. Could you imagine a Viking built like Thor; with a face like Brad Pitt saying "I think I'll shave my legs & put on nail polish?" Nope. Real me know we are real men.
Yes. We are great athletes & hunters. But we also read books; watch Christmas movies sing; dance; & act like big goofy kids. We're just the dominant Alpha Alpha version of human males. We will let the males built more like females shave themselves.
That said; I do bath a lot; brush after every meal; & floss. When younger I wore fancy clothes & Draknor. I had silk suits for dancing. Jet black; pure white; one was even lavender & lime green (ha ha). I sported fancy jewelry; & knew all the dance moves. I moved like a jungle cat. I drove cool sports cars that I customized myself.
I was offered a full art scholorship; & one in engineering. I still listen to Mozart; rap; country; Ozz; Cajun; hiphop; jazz; blues; & Native American music. But I also listen to Taylor Swift; Pink; & Imagine Dragons. I'll set down & watch 300; Singing in the Rain; The Incredibles; & a Hallmark romance all in the same day.
I also dress like a cowboy & in all camo. Well; I used to ride horses; raise cattle; plant crops; do wood working; hunt; fish; cut down trees by ax or chainsaw; & eat rattlesnakes. So I am a cowboy from the mountains by birth.
But I also built rockets; aced Physics; & drew pictures of kittens. Hey; I retired due to illness. & raised three children; two from birth. I sang them lullabyes; watched telletubbies; sat at a pink table & drank tea with my little girl & her giant barbies; & ran to their rooms if they had a bad dream. I kneeled & prayed with them. Cryed with them if they were sad. Laughed & played candy land if they were happy. So I'm a complicated person. I taught my childen treat everyone with respect; but never let anyone try to define who you are; how you should think or feel; or tell you what you should look like.
I told my daughter; if some males are intimidated by your intelligence; beauty; & massive athletic body; then tell them to keep on steppin. I told my boys if women can't handle their movie star looks; high IQs; gentle spirits; massive muscular bodies covered in hair; & sense of humor; then tell them to fly a kite. If a female doesn't want a male who looks like a male; then she can date the hairless narrow shouldered ones. The world looks better because of all it's diversity.
Some women want to date flamingos or hairless house cats. My model looking cheerleader wife wanted to marry a white siberian tiger. Different strokes for different folks. Word.
Sibyr — May 3, 2021
Yes white men look like hairy monkeys / macaques. This Scott guy from 26 Dec 2019 who said he looked like a white Siberian tiger is utterly bullsh*t and disgustingly untrue
Real Siberian Tiger — May 3, 2021
This Scott guy from 26 Dec 2019 probably is some smelly ugly old monkey macaque looking white guy who wrote a darn essay to make himself look cool when in fact he is lower than subhuman
White men are ugly monkeys — June 15, 2024
Italian men are ugly hairy smelly monkeys chimpanzees apes. Italians need to douse themselves in fragrance cologne deodorant to not smell like a disgusting damp sewer rat. Same for Spanish and Portuguese monkeys
Urban Lens — September 10, 2024
Interesting post! The way body hair is portrayed and its societal implications are thought-provoking. It’s fascinating to see how cultural perceptions can influence our views on natural body features. Thanks for shedding light on this topic and prompting a deeper reflection on how we view body hair in different contexts.