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Sometimes you just have to laugh.  Sex is used to sell the most ridiculous things, like organ donation.  It’s like marketers think we’ve Pavlov’s dogs.  Show a sexy woman (’cause sexy women = sex) and, rumor has it, people will buy.

When Renée sent in this photograph of a storefront display aiming at selling ovens, I felt compelled to share its ridiculousness with you.  Begin snark:

Ovens are hot.  Get it.  They’re “hot.”  LOL.  Put her in lingerie, sit her ass on the oven door, add a fire-red wig, and surround her with thermometers.  Add the words, “HOT! HOT! HOT!”  Maybe if we really overdo it with the metaphor, no one will notice how stupid this is.

Enjoy:

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Dmitriy T.M. sent in another example, via Jezebel, of the use of hunting as a metaphor for dating/attaining sex with women.  The metaphor portrays men as predators and women as prey,  suggesting that women are inherently unwilling and men inherently deceitful, coercive, and aggressive.  This sets the stage, discursively, for sexual assault.

Throw in a couple men representing a non-specifically “primitive” culture to remind us that such a relationships is “natural,” and you’ve got this Dos Equis ad:

For more of this metaphor, see Sex and Dating as a Hunt, Beer, Sex, and the Hunt, Taxidermied Girl Parts, and Hunting for Bambi.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Cross-posted at Jezebel.

Oh how I love a good example of our tendency to gender cats and dogs.  See, for example, my cat person/dog person rant and our post about an adoption campaign arguing that it can be manly to own a cat.

Josh Pearson sent in another colorful example from The Blue Buffalo Trading Co., a company that makes pet foods.  The company subtly genders dogs and cats with blue and pink, respectively:

More, the language on the site sexes the animals themselves. They consistently refer to cats as “she” and “her” and dogs as “he” and “him.”  For example, the text reads:

I hope everyone recognizes this as bizarre.  Dogs and cats come in both hes and shes (that how there are more cats and dogs every year).  And notice that we tend to stereotype dogs as more like the stereotypical woman (dependent, passive, and happily subordinated) and cats like stereotypical men (independent, self-serving hunters), even as we masculinize dogs and feminize cats.  So there is some serious contradiction going on here.  We gender everythingthough, so why not dogs and cats!

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Last week we received ten requests* to discuss the furor over a J. Crew ad featuring a 5-year-old boy in pink toenails, with his mom, Jenna Lyons, the President and Creative Director of J. Crew.

Fox News, Media Research Network Center (MRNC), and One Million Moms criticized the ad for supporting a liberal agenda aimed at mainstreaming gender-bending behavior and causing this particular child to be confused about his gender or sexual orientation.  Their criticism was picked up by mainstream news outlets, including ABCNews, The Wall Street Journal, CNN, and the Los Angeles Times, who mostly just posed the question as to whether they were correct, while balancing opposing views in support of the idea that painting a son’s toenails pink was consequence-less.

Frankly, I’m not sure what to make of this “furor” (as I called it).  On the one hand, the criticism of the ad is a cautionary tale to all companies and a lesson to us all.  Here at SocImages, we frequently criticize companies that portray and assert rigid gender roles, especially for boys.  But look what happens when a company dares to do something different?  Outrage!  Accusations! Perhaps we’re short-sighted to imagine that companies can just tell whatever cultural story they want to tell.

On the other hand, perhaps this isn’t a story about advertising, perhaps it’s a story about media more generally.  It’s true that there were objections to the ad.  But I didn’t find many of them; just a few high-profile examples.  Perhaps what really happened was what is sometimes colloquially referred to as a “slow news day.”  Only the choir would have been preached to if the criticisms weren’t picked up and highlighted by many more media outlets.  And those outlets, as I did above, beg audiences to pay attention to the “furor.”  A furor that might have been largely of their own making.  Say “hello” to ratings.

These are my thoughts. Yours?

*  Many thanks to Katrin, Zoe S., Jeff H., Prof. Mary Reiter, Sara P., Andrew Slater, p.j., Brian K., Ben Y., and Dmitriy T.M. for the submissions!

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

In a society where being fat is considered a personal and social tragedy, it is difficult to imagine that anyone would be fat on purpose.   But if fat makes a person socially ineligible for the sexual gaze, then this can be quite functional for a couple of different reasons.

Women who find men’s sexual attention especially disturbing or scary, sometimes report gaining weight on purpose.  Being fat, they hope, will protect them from being looked at, unwanted touching, and sexual assault.  In a study by sociologist Julie Winterich, a lesbian suspects that she gained weight for this kind of purpose:

You know, I remember thinking one time, maybe one of the reasons I’m overweight is so that men would not be attracted to me, because I knew that I wasn’t attracted to them.

Another reason to become or remain fat would be protect oneself not from the attention that comes with the male gaze, but the fear that you would not be lovable, even if thin.  Being judged as sexually-unacceptable, in this scenario, is less terrifying than being judged as simply unacceptable.   This was the idea expressed in a recent confessional PostSecret postcard:

Source: Winterich, Julie. 2007. Aging, Femininity, and the Body: What Appearance Changes Men to Women with Age.  Gender Issues 24: 51-69.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Lauren S. sent in this ad for a used car dealership that ran in the London Free Press, a free newspaper in London, Ontario. The ad compares used cars to sexually experienced women with the lines, “You know you’re not the first. But do you really care?”:

As Lauren points out, it’s blatant objectification of women, but “in addition to objectifying women to sell vehicles, this campaign suggests that a woman’s sexual past is equivalent to depreciation.”

I suppose someone could argue that the message that you shouldn’t “care” whether your women/cars are “used” rejects the sexual double standard, but the objectification and the implication that non-virgin women are “used” undermine any apparent rejection of that double standard.

It’s not the first time we’ve seen this type of ad for used cars; we previously posted a BMW ad, but in that case, I suspect (though we’ve never been able to confirm) that it might have been a spec ad made by an ad agency but never actually used by BMW. In this case, Lauren actually saw it in print.

UPDATE 1: Well, I must give Dale Wurfel some credit. He is apparently an equal-opportunity objectifier. He ran a second ad that uses a man instead of a woman:

Via Wheels.

Of course, equal objectification doesn’t necessarily have equal effects. We live in a world with a sexual double standard. Calling a woman “used” resonates culturally in a way that it simply doesn’t for men, because we don’t punish men for sexual experience in the same way.

UPDATE 2: Lauren let us know that the car dealership issued an apology:

UPDATE: Comments closed.

In this TED video sent in by BlackCat and Chana Messinger, Tony Porter gives a nice introduction to what it means — for men, women, sons, and daughters — that men are confined by the dictates of masculinity.  (Trigger warning: at about the 9 minute mark, there is a story about a sexual assault.)

Transcript after the jump (thanks to DECIUS for posting it in the comments).

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Kristie C. sent in a Hardee’s commercial for their turkey burger that is an example of something we’ve talked about before: the conflation of women with food products to be consumed and the sexualization of both women and food in ads. But watch closely! It’s very subtle, so you might miss it the first time.