Search results for sex in advertising

Alyssa M. sent in an ad that gives us a window into the advertising aimed at tween and teen girls.  The ad, for Auntie Anne’s pretzels (an American chain that appears mostly in shopping malls) appeared in Seventeen magazine.  The copy reads “Pick A Reason to Get One — Any Reason” and, in the background, is a long list of reasons.

The ad:

I’ll let Alyssa take it from here:

..the reasons in the background reflect gendered expectations that are placed on [teen girls]. One of the reasons, for example, is “I’ll run another lap during P.E.”  This reflects the idea that women should feel guilty about eating food, and that they should make up for eating a salty pretzel by exercising more. It also illustrates that women must justify eating by promising themselves that they will prevent any weight gain, which would stray from the type of woman that society deems best (the thin woman).  Another reason provided is that “It’s the one thing at the mall that always fits!!”  This again reflects the social necessity for women to be thin, as it implies that women are concerned with the fact that clothes at the mall are often too small, which implies that the women are too large. This ad very much focuses on girls’ size and waistlines and illustrates that a thin girl is the best girl, and that to be accepted by society, teen girls must act in accordance with this expectation.

Another theme seen throughout the ad is that food can be consumed in order to ease the emotional pain of a traumatic event such as a breakup. For example, two other reasons given are that “My almost-boyfriend dumped me” and “It’s the perfect breakup snack.” Both suggest that a breakup warrants an unhealthy indulgence like a pretzel, but this also implies that unhealthy foods like this are only acceptable during a bad experience like a breakup. Eating is okay when you need it to comfort yourself, but if you are not going through such an experience, then you need to watch your weight and “run another lap during P.E.” Those who break this rule are at risk of being policed by others and losing the body type that society appreciates most. This ad therefore supports the expectation placed on teen girls to be thin and concerned with their weights.

Close ups:

Alyssa’s analysis reminds me of Jamal Fahim’s argument for how chocolatiers convince women to indulge in their product.

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.

Jordan B. sent in an interesting observation about the current advertising at Diesel.  Many of the ads feature varying skin tones, but the darker-skinned models appear to always be male, while the women appear to always be lighter-skinned.  Two ads:

Jordan thinks that Diesel is following American cultural rules that gender race and racialize gender.  For example, if I may quote myself:

According to American cultural stereotypes, black people, both men and women, are more masculine than white people. Black men are seen as, somehow, more masculine than white men: they are, stereotypically, more aggressive, more violent, larger, more sexual, and more athletic. Black women, too, as seen as more masculine than white women: they are louder, bossier, more opinionated and, like men, more sexual and more athletic.

I’ll let Jordan finish the thought:

This is why Diesel’s selection of a black man and light skinned women makes sense for their ads.  By choosing a black man, men everywhere will want to identify with the hyper-masculinity our society has attributed to them. Similarly, by choosing a light-skinned woman, Diesel is selecting the type of women our society has put on a pedestal.

For more, see our posts on asymmetry in interracial marriage, how Asian women are marketed to white men, and data on race and response rates on a dating website.

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.

We haven’t had up any blatant phallic ad imagery in a while, so I thought I’d share with you this Skyy Vodka ad, sent in by Dmitriy T.M. (found at AdRants):

From the AdRants post:

Defending the ad, Skyy Marketing Director Maura McGinn…said, “It’s about the content of our product. We’re an adult product consumed mostly in the evening and in flirtatious situations.”

Of course, it doesn’t actually show the product ejaculating, so it’s pretty tame, really.

NEWS:

Gwen and I were honored to appear alongside no other than media-critic-icon Jean Kilbourne in a podcast for Bitch magazine.

Gwen was also featured in a Sociology Improv podcast (about vajazzling, the Republican party, and how it’s never been good to be a cowboy) and was interviewed about sociology and her super curly hair for The New Naturalista.

Marissa’s guest post about gender and toilet signs was translated into French and posted at Rue89.

Also, SocImages had its highest traffic month ever in September with over 575,000 visits!  After a typical summer dip (oh how we hate the months of June, July, and August around here!), we made a strong recovery with a record month!  Here’s to an excellent year for us all!

Finally, this is your monthly reminder that we’re on Twitter and Facebook (where we update with featured posts everyday).

NEWLY ENRICHED POSTS (Look for what’s NEW! Sept. ’10):

We only have one newly updated post for you this month.  Have you seen the recent back-to-school Life cereal commercials?  We added them as another example of how people of color are used to represent flavor.

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.

Rachel O., writing from New Zealand, sent in an interesting example of gendered energy drinks.  Other than their being gendered, I thought there were two things worth noting.

First, the only difference between the male and female version of the drink (other than the marketing, which is downright diametrical) is the number of calories.  The female version, Angel, is low calorie; the male version, Demon, is not.  So dieting, an imperative towards thinness, and femininity (not to mention innocence) are all lumped together in the marketing of the product.

Demon (don’t click… loud, scary music):

Angel (safe to click):

The second thing I thought was interesting about these two drinks was that it took a lot of digging to find evidence that they were made by the same company (though I finally found it here).  As far as I can tell, neither website admits the existence of the other.  This is a really strong separation of the two products, as if femininity and masculinity threaten to spoil each other, it’s best to keep them as far away from one another as possible.  God forbid we know that the makers of the aggressive Demon drink sissy it up to also make the sweet, low cal Angel drink.  Best to keep our masculinity and femininity pure.

This reminds me of the fact that Dove and Axe are owned by the same company.  The two products are sold with divergent marketing campaigns — the former claims to empower women, the latter produces some of the most sexist advertising on TV — but they are both part of Unilever.  Only our ignorance of this fact makes Dove’s marketing strategy seem earnest.

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.

NEWS:

This month Gwen and I wanted to take a moment to thank all of you who have submitted ideas for posts.  Our inbox is alive with ideas and it makes our job exceedingly fun!  We absolutely could not do it without all of your eyes.  So thank you for your submissions!  Also, if you’ve submitted an idea and it was never posted, please don’t be discouraged.  We get far more ideas than we could possibly use.  And, even if yours was a submission that we decided against using, be assured that we read it, thought about it, and sometimes talked about it together before setting it aside.  We appreciate all of your help, even if it doesn’t make the front page.

In other news, we’ve entered a new partial syndication agreement with BlogHer and we’re super excited to add that partnership to our one with Jezebel.  Our first syndicated post was our recent discussion of the Vaseline skin-lightening Facebook application.

Finally, please do remember that you can follow us on Twitter or friend us on Facebook.  Soon we’ll be launching a MySpace page as well.

NEW PUBLICATIONS:

(If you don’t have the subscriptions required to access either paper, we’re happy to send you a copy,  Just send us a note at socimages@thesocietypages.org.)

Gwen and my most recent essay in the print-magazine Contexts, Flesh-Toned, is now online.  It draws on the long conversation we’ve been having here about the way that the use of the terms “flesh,” “nude,” and “skin” to refer to light beige colors makes darker-skinned people invisible.

Also, a paper I wrote with Caroline Heldman is now available at Sexuality Research and Social Policy.  How and why hook-up culture came to characterize U.S. colleges remains a mystery.  In our paper, Hook-Up Culture: Setting a New Research Agenda, we argue that the emergence of hook-up culture on college campuses is an excellent opportunity to learn more about how sexual cultures change.  We review the literature, offer some hypotheses to explore, and discuss methodological requirements.

NEWLY ENRICHED POSTS (Look for what’s NEW! July ’10):

This month we added new material to some older gender- and race-related posts.  Thanks almost exclusively to Gwen for doing the hard work of updating!  And thanks to those of who sent the images along!

Race

When a racially diverse group of people is included in ads or other materials, darker-skinned people are typically behind or below the lighter-skinned.  We updated our post on how people of color are subordinated in advertising with a new example of a church welcome banner.

Another ’70s book on useful Spanish phrases for talking to your maid.

Givenchy has some rather light “nude”-colored dresses, but Esquire responded to complaints about ignoring Black men by following up a story with a segment that acknowledged that African Americans might require or prefer different hair maintenance techniques and styles than other groups.

Black dolls sell for less than White dolls at Target.

A second example of vintage soap advertising suggesting that African Americans are dirty.

Gender/Sex

Haven’t found quite the right string bikini for your infant girl? We added another example to our post about bikinis for babies to help you out.

Two more examples in which men are people and women are women.

Another example of large clothes on small models.

More parking spaces just for women.

Using the PETA demonstration model in Jordan.

More gendering of language.

Rosie the Riveter was “maid to clean.”

More gendering of boys’ and girls’ (coloring) books.

eBay continues to gender gift suggestions…while simultaneously degendering them.

Only dudes use technology. Didn’t you know?

Don’t smoke. It makes you ugly.

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.

Anna M., Naomi B., Amanda C., Ben Z., and SpeZek sent in a new PETA ad campaign, the latest in a twisted story of objectification metaphor.

Feminists in the ’70s protested the objectification of women by metaphorically linking meat and female bodies (e.g., “we should not be treating women like pieces of meat”).  Meat is meat, so the argument went, but women are human beings and should be treated as such.

In mocking response, in 1978 Larry Flynt put a woman being chewed up by a meat grinder on the cover of Hustler magazine. We will treat women like meat if we want, was the message.  And we did, and we do, seemingly endlessly.

Forty years later, Pamela Anderson submits to being symbolically carved up for butchering by PETA in order to metaphorically link meat and female bodies again.  But this time, in an ironic reversal, it’s designed to condemn the way we treat animals, not the way we treat women.

And, forty years later, feminists are still saying “Please, can we not do the women/meat thing?”

So Canada denies PETA a permit for the launching of this new ad campaign.  An official explains: “…it goes against all principles public organizations are fighting for in the everlasting battle of equality between men and women” (source).  What a nice thing to say, feminists think.

But Anderson fights feminism with feminism:

How sad that a woman would be banned from using her own body in a political protest over the suffering of cows and chickens… In some parts of the world, women are forced to cover their whole bodies with burqas—is that next?

Yes, Pamela, I’m sure that’s next.

But I digress.

So PETA and Anderson must think that Canadians super-super-respect women like totally and never-never-objectify them to the degree that saying that animals are like women will suddenly inspire horror at the prospect of using animals for food?  Or is it that they think men will see the image and be like “oooh I’d really like to rub up against that rump” and then suddenly find cows too sexy to eat?  Or they don’t give a shit about women and are willing to use whatever attention-getting tactic they can to save animals from going under the knife (including using the body of a woman that has, um, gone under the knife)?

I submit this for discussion because I just don’t know.

More from PETA: women packaged like meat, and in cages, women who love animals get naked (men wear clothes), the banned superbowl ad, and a collection of various PETA advertising using (mostly women’s) nudity. See also my post on leftist balkanization, or the way that leftist social movements tend to undermine each other.

If you’re interested further, you may want to read Carol Adams’ The Sexual Politics of Meat and The Pornography of Meat.

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.

Joel S. sent in a link to an article by Gonzalo Frasca at Serious Game Source about a management simulation game the U.K. branch of Intel released back in 2004. It was called The Intel IT Manager Game: The Simulation of an IT Department and was a free promotional program:

The player had to hire IT employees, as well as manage a budget and buy computer equipment, the latter of which was either generic or Intel-branded.

When you started out you selected the sex of your IT manager:

But then, when you went to hire employees…they forgot to include an option to hire any women. You could get a guy with a green mohawk, though:

After a few days the game was taken down and Intel said they were making revisions; it re-launched a month later, this time with  female employee options, including this one, whose hair looks like alien antennae to me:

You can see the current version here.

Frasca argues that such oversights are more important than the lack of female avatars in some video games:

The Intel game is not merely an entertainment product: it is a piece of corporate advertising that simulated an IT workplace for an audience of real IT workers. Unlike what happens in the fantasy world of Fable, gender inequality is a very real problem for IT workers.

The post mentions the National Center for Women and Information Technology, so I went over and looked at some of their data. Gender of students who take the SAT and say they plan on choosing computer/IT majors:

If anything, it looks like the gender segregation of computer/IT occupations is increasing:

Broken down by gender and race/ethnicity:

Asian/Asian American women are actually overrepresented compared to their percentage of the U.S. population (all Asian Americans make up just about 5% of the entire U.S. population, obviously Asian American women make up less than that, though I don’t recall the exact proportion). All other racial/ethnic groups listed here are significantly underrepresented in computing jobs.

The percent of patents in various fields invented by women in the early ’80s and the early…’00s (?):

Frasca suggests that one reason for the Intel snafu might be a lack of women working on the project — if there were women, they might have noticed the lack of female employee options. That’s possible. It’s also likely that having more women in a workplace makes their male colleagues more aware, and thus a guy might think, “hey, maybe we should add some women employees to the game.”

This is totally anecdotal, I know, but forgive me. I have a number of female friends who work in computing jobs; almost all of them have generally found themselves to be the only, or one of just a few, women in their office. And with few exceptions, they say that the men they work with aren’t openly hostile or unfriendly. They don’t deviously exclude them from projects or social events or make lots of sexist remarks. But they forget they exist (for instance, inviting everyone else in the office to lunch where they talk about new project possibilities, and then seeming genuinely sorry later when they realize they left out the only woman in the office…but doing it again anyway).

And things like the Intel game reflect and reinforce the invisibility of women in such fields.