I’ve never been able to find a picture of it, but when I was in graduate school (not so long ago) and living in Madison, Wisconsin, there was an ad for Bacardi on the side of a city bus that said: “Bacardi, the Ultimate Wingman.”  A wingman is a friend who helps you get laid, so the not-so-subtle message of the ad was: “get’er drunk and she’ll do ya!”

Here are two ads that have, essentially, the same message (the first was given to me by my student, Bo; the second was found here).

This one could be interpreted as, “Drink Heineken so you won’t be nervous,” or, “Drink Heineken so you’ll get what you want without any trouble.”

In this ad for Bud Light, with the copy “Endless Opportunities,” the man and the viewer of the ad exchange a conspiratorial gaze, while the woman glances to the side or, perhaps, back at him.  Is the message, “If I’m drinking Bud Light, anything could happen,” or “If she’s drinking Bud Light, anything could happen”?

See also this ad for, ostensibly, a date rape drug.

An anonymous commenter pointed us to billboard below advertising Southern Comfort as a “liquid panty remover.”  Before we get our panties in a bunch, I should point out it’s a hoax (thanks, Vidya):

So this is a hoax.  It still trivializes trying to manipulate women by getting them drunk (at best) and date rape (at worst), but it could have been produced by any yahoo with a computer.  Yahoos with computers can do anything they like, I’d be more concerned if it was circulated by the company that markets Southern Comfort.

That said, in looking it up to discover it was a hoax, I discovered about a dozen recipes for mixed drinks called “Liquid Panty Remover.”  Here are some screen shots:

So I guess there was good news and bad news.

NEW! In this ad, sent in by HighJive of MultiCultClassics, the brandy is the “producer.”  The producer is the person who makes a film happen.  Thus the sexy scene that is about to ensue is attributed to the alcohol.  (Also notice the linking of the product with pornography.)

Also in sexualizing alcohol: “nice cans,” “she loves a cockatoo,” sexy robots (see here and here), “aged longer, tastes smoother,” and, um, this one.

Last year, Fender Guitars unveiled the new Joe Strummer Signature Series ™, a pre-stressed replica of Strummer’s beloved guitar: a 1966 Fender Telecaster, which he played in the 101ers, the Clash, and with the Mescaleros from 1975 until his death in 2005. Here’s Strummer with his guitar:

Here are some screenshots of the replica from the website:

Some of the items available for customization:

A customized version:

Let’s just pause for a moment and appreciate the irony of that one. (For those of you with little knowledge of the Clash, let’s just say that they were pretty much the exact opposite of this guitar, ideologically speaking.)

According to Fender’s write-up, this guitar is cool because “All his life, [Strummer] vigorously championed individuality, self-expression and change-tenets often reflected in the constantly altered look of his favorite instrument – his Telecaster” and this guitar was built “to celebrate Strummer’s fierce sense of individuality.” Buy the thing and you can champion individuality and self-expression just like Joe! Well. . .just like Joe and the 1,499 other folks who buy the limited edition with the stickers.

But perhaps a more interesting question is this: does any of this affect what you can actually do with it? The kinds of songs you could write with it? The kinds of shows you could play? It probably wouldn’t, or at least no more so than any other Telecaster would by virtue of its technical specifications. But put it in the context of a room full of other musicians, who tend to hold strong ideas about the art/commerce relationship, and you may find yourself the proud owner of a Fender Stigma-caster, depending on the room and the musicians.

On the other hand, Strummer – an artist whose work often wrangled around the intersection of art and commerce  – was by many accounts a complex person who disdained orthodoxy in all its forms. He might have been tickled pink by the tensions and artistic possibilities inherent in such a symbolically loaded guitar. The Clash did, after all, write songs about their recording contracts. (Also, the surviving Strummers have to eat and how they manage their husband’s/father’s estate is no business of mine.)

What else can we unpack from this guitar? Pretty much the history of modernity. You start with “the guitar” – an instrument traditionally produced by artisans called luthiers. But this particular style of guitar – the Fender Telecaster – is the first commercially successful mass-produced solidbody electric guitar. (Henry Ford:Driving::Leo Fender:Rocking.) Introduced in 1950 as the Esquire,* renamed after slight design changes and then a lawsuit re: the name Broadcaster being property of Gretsch Instruments, assembled on a factory line from mass-produced interchangeable parts, sold in stores and catalogs, heard most often via media and broadcast for most music consumers, the 1966 Fender Telecaster is truly a Modern guitar.

But this particular model of the genus Telecaster is Late Modernity to its elusive core:  a simulacrum of a particular instrument that trades on symbols of authenticity. With its “road worn” look, its namesake’s reputation and artistic output, and the genre of music it evokes, it’s a composite replica of the idea of the guitar wielded by a working musician known to most of us as mass-mediated collective representation. It’s also worth remembering that the idea of “Joe Strummer” is itself an elusive symbol, one of a number of names and personas adopted by John Graham Mellor over the course of his lifetime, that has now taken on a life of its own.

Sure, there are more properly postmodern guitars out there, but they all belong to Sonic Youth.

* Technically speaking, the Esquire and the Broadcaster/Telecaster are different guitars – the former has one pickup and the latter two, and there are some refinements to the design – basically, the Telecaster is the “finished” product. But to the average eye – and especially so when they debuted, given their shared differences from 99% of the other guitars out there at the time –  they’re pretty much the same guitar. [Editor’s note: Potts can really geek out sometimes, as evidenced in this footnote.]

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Brady Potts is an entirely awesome sociologist specializing in soc of culture, co-editor of the book The Civic Life of American Religion, and the person we can always count on to geek out about “Buffy the Vampire Slayer” and the Drive-By Truckers.

If you would like to write a post for Sociological Images, please see our Guidelines for Guest Bloggers.

For other examples of the commodification of sub- (counter?) cultures, see here and here.

Hello Readers!  We enriched some posts this month.  Enjoy!

Ed L. sent us another good example of the way that a cultural understanding that marriage as about love, a relatively new idea in human history, can be used to normalize gay marriage by pointing out that men and men and women and women can love each other deeply.  Click here and scroll down for the commercial.

What is racist?  We added a second confession to one we posted earlier.

Our post on anachronistic portrayals of American Indians was cross-posted at Racialicious.   One of the commenters pointed us to some additional material that we’ve used to update the post on anachronism and an older post on American Indian mascots.  Scroll down.

We found another vintage ad using the “savage” to sell.  Check it out here.

We added a vintage Union-Castle cruise ad to this post of a colonial-era travel poster for Hong Kong. The Castle ad portrays Africans and their houses as a tourist attraction for Whites to enjoy.

We added two Swiffer ads and a link to Swiffer’s “break-up channel” to this post about cleaning products being portrayed as women’s “special friends.”

You may remember a recent post about how the new Risk boardgame has been re-fashioned to be, well, blatantly for guys only. Well, Julie C. went to the website and played the online game which is not about world domination, but in fact about banging hot chicks and other ways to prove you’re a manly man. It’s pretty remarkable. Enjoy! (Scroll down past the original post.)

There was a time in American history when women agonized about being too skinny.  Check out the two ads for products that will help women put on weight that we added to two others in a previous post.

We came across another example of an ad, this one from 1934, urging women to start shaving their armpits.  We added it to another, along with our discussion of the marketing effort that made armpit shaving a norm for women and a money-making endeavor for some.  Relatedly, we added some more vintage ads for douche and feminine deodorant, sent in by Ben O., to this post about douche ads.

In a comments thread, Tim pointed us to another product shaped by a boob.  We added it to our extensive post on products shaped like boobs.

This ad — found at the height of the foreclosure crisis in a magazine for the obscenely rich — points out that, for obscenely rich people, the crisis is a bonus.  What struck me most was the double meaning in the headline. “Above It All” has both descriptive and moral meaning. 

It is also a good example of how the rich see the economic struggle of the masses as an “opportunity” to get richer.

Text below.

Text:

Above It All.

Despite the headlines, high-end properties still in demand among affluent set.

What do recent headlines proclaiming a dip the [sic.] current real estate market mean for upper-income vacation-home buyers? Opportunity! A survey released in April by American Express and Harrison Group revealed that among Americans with a household income of more than $500,000, 77 percent say real estate presents a ‘real opportunity’ right now, and 40 percent say they’re in the market for property this year. Of those in the market, 33 percent are looking for a second home, and 25 percent are looking for a third.

Wheelchair use equated with terminal misery (click to enlarge):

Wheelchair use will keep you from EVER having fun. So implies this ad for Goodyear Tires from the August 2, 1937 issue of Life. Everyone looks depressed about the fact that the boy’s in a wheelchair, from the boy himself to his sister and even the dog. I’d be kind of depressed too if I were teetering on the edge of a porch [notice that Sis has one leg up on a step] without a guard rail. This image could be used in a discussion of how perceptions of persons with disabilities have changed over the years…and also how they have stayed the same [witness the stubborn popularity of “wheelchair-bound” as a descriptor for wheelchair users].

Many of you may have seen the image below. It compares the 2004 to the 2008 vote and shows, by color, how much more Democratic (blue) or Republican (red) each county leaned in 2008. In essence, compared to 2004, in this election Democrats increased the proportion of the vote that they received in most counties.

You may not have seen, however, this next image. This next image shows the same data but compares 1992 to 2008. Looking across those sixteen years it is clear that, while this last election may have looked good for Democrats, the last five have moved the country significantly to the right. If you are a Democrat, then, this election is one step forward after 10 steps back. And, if you are a Republican, it may very well be a very small setback.

(Data from the New York Times; images found here.)

Corey O. sent in a link to the Hard Rock Cafe’s Goth Punk Barbie:

It’s a good example of the appropriation of subcultures. Barbie represents mainstream ideals of American feminine beauty–ideals that are safe and predictable and therefore, at least in theory, incongruent with the goth punk subculture. But here that subculture is stripped of any real content; it’s just a fashion statement, not a challenge to the mainstream world Barbie represents.

For other examples of the commodification of punk or alternative subcultures, see here and here.

Thanks, Corey O.!

Heather O. sent us a link to product sold at a website featuring items for girls’ rooms.  It’s a “piggy” bank for saving money for a boob job.

In case there is any question as to whether the products are aimed at girls, this is from the front page:

Thanks Heather!