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Dmitriy T.M. sent in this Dodge ad that associates cars with liberty and, by extension, America itself:

There are a few problems with this conflation of Dodge with patriotism and Americanness. For one, Dmitriy says,

Washington ( as the general) would’ve never been leading the charge. The commanders always stayed back ( preferably on the high ground) so that they could observe the progress and give commands ( and get away as quickly as possible in case of a loss).

So the image of the brave leader charging ahead of his troops into battle is misleading.

In addition, many Dodge vehicles aren’t made in the U.S. So Dodge wants us to associate its brand with the U.S. in a symbolic way that makes irrelevant, and invisible, where the car is made. What’s important is that Dodge, founded in the U.S., builds cars that represent a masculinized, tough version of “freedom,” and of course, freedom is uniquely American. It reminds me a lot of the symbolic identification Pabst Blue Ribbon drinkers often feel with blue-collar workers, an identification that has little to do with the actual production process.

“It was kind of unreal,” the Steamboat Springs, Colorado native said, describing his recent 34th birthday fete at Kandahar Airfield, better known as KAF. “At least for a few minutes, you could pretend you were somewhere else. It was like going back home” (source).

“I was expecting to arrive in a warzone but instead here I am wearing sunglasses in the sun and eating a baguette,” said Dimitra Kokkali, a NATO contractor newly arrived from Brussels. “On my first night I surprised my family by calling them from an outdoor rock concert” (source).

A Time magazine slideshow, titled “R&R at Kandahar Airfield,” uses images to describe how the busiest airport in the world “tries to re-create the comforts of home for the coalition forces in Afgahnistan.” Kandahar Airfield is the busiest airport in the world because all supplies and troops pass through on their way to or from war in Iraq or Afghanistan. At any given time there are about 25,000 service members and civilian contractors at the airfield.

These images of the Kandahar’s “Boardwalk” recreation area are striking for a few reasons. First, they show a blurring of the line dividing the homefront and the warfront. The slide show includes images of service members using FaceBook in computer labs, and eating meals in their fatigues at TGI Fridays.

Second, these images reflect that there is increasing emphasis on how service members are supported and cared for by the military during wartime. These photos show the side of war that is not about fighting and danger—instead, they are about the comfort and making a foreign land where they are fighting as “homelike” as possible.

Third, these show the blurring of the boundary between the military and privately owned businesses. Civilian Contractors are augmenting military personnel during the wars in Iraq and Afghanistan and the inclusion of these civilian contractors in war zones has raised the issues of the safety of civilian workers and the costs of hiring corporations (Contexts).

Finally, as a consequence of the blurring of the boundaries of homefront and warfront, the division between the country of Afghanistan and the military is sharpened. Afghanis (except for those few with security clearance) are not allowed to shop or enjoy the free entertainment on the Boardwalk at Kandahar.  Meanwhile, service members can safely buy souvenirs on the Boardwalk itself.  Afghani culture is commodified as a tourist attraction in this theme park-like Boardwalk setting.

All of these images speak to the changing boundary between the homefront and the warfront, and as a result, changes in how we, as a country, view war. Instead of the images of brutality, death, and chaos that Americans saw in their living rooms on TV during Vietnam, for example, these images show the military taking care of service members who are being entertained, keeping in touch with loved ones, and having fun.

But as this service member describes, walking the Kandahar “Boardwalk” in a warzone is still a jarring experience:

“I couldn’t believe I was in Kandahar eating a double-dipped chocolate ice cream at sunset on a Saturday afternoon,” said Coleman, who was downing a strawberry smoothie from the French bakery behind him, where an Eiffel Tower climbs a wall above picnic tables with fake potted plants.

“It was a surreal experience,” he said, as a jet fighter roared across the sky, letting loose a stream of defensive white flares. “I remember thinking, ‘We’re in the heart of the war-zone. The bad guys are 10 miles away. And here we are eating soft-serve ice cream'” (source).

Wendy Christensen is a Visiting Assistant Professor at Bowdoin College whose specialty includes the intersection of gender,war, and the media.

Cross-posted at Jezebel.

James B., a student at Rensselaer Polytechnic Institute, let us know about a series of maps at Daily Yonder that show consumption of various food and drinks across the U.S. Per capita meat consumption:

Fruits and vegetables:

You might expect those two maps to be near mirror images — that in places where people eat more fruits and vegetables, they’re eating less meat, and vice versa. But notice that in fact, many places stand out as having particularly high consumption of both categories of food — for instance, the big dark splotches in Texas and Georgia show up on both maps, as does a large region in Pennsylvania, New Jersey, Maryland, and northern Virginia. Northern Colorado, and all of Arizona, on the other hand, rank in the lowest category for both meat and fruits/veggies. So for our Coloradan and Arizonan readers: what are y’all eating?

Here’s the map for soda:

Concentration of fast food restaurants:

For the record, “fast-food restaurant” is defined according to the USDA’s classification:

Limited-service restaurants include establishments primarily engaged in providing food services (except snack and nonalcoholic beverage bars) where patrons generally order or select items and pay before eating. Food and drink may be consumed on premises, taken out, or delivered to the customer’s location. Some establishments in this industry may provide these food services in combination with alcoholic beverage sale.

And how much are we spending in those fast-food establishments?

The maps are based on data from the USDA Economic Research Service’s interactive food atlas, which provides a wealth of information on food availability, where Americans buy their food, physical activity levels, health indicators, and so on.

In another example of masculinizing items associated with women to make it ok for men to use them, Hope H. let us know about Hardware, a line of vegan hair and body products. The company seems to have taken Hyperbole and a Half’s satire seriously:

All the elements are there: images of tools to make sure it’s clear these are hard-working manly products, the association of men with toughness, and product names that reference hard physical labor. The different product lines include Impact Wrench, Angle Grinder, Jack Hammer, and Tool Belts (aka, gift certificates). The descriptions also refer to tools and cars:

Every perfectly balanced machine needs maintenance. No this is not a sales pitch mate. You would not skip an oil change or two in a 67 Shelby Mustang now would you.

Thus, using these non-animal-ingredient-based products isn’t about being girly. It’s about maintenance, which all machines need!

For more examples, see our posts on hair products labeled things like “maneuver,” “retaliate,” “stand tough,” “work hard,” and “bulk up”; make-up for men named with terms like“power face mask,” “confidence corrector,” “mission balm,” “battle scars repair cream,” “cream me face base,” and “blo-job bronzing powder.”; and shaving your pubes marketed with the suggestion that it will make your penis look bigger.

Anna J., a student at Rensselaer Polytechnic Institute, sent in this vintage ad for Spirella girdles that provides a good reminder of how women are repeatedly told that our bodies are never, ever acceptable as they are, but are always in need of “improvement” through the use of products (found at The Great Fitness Experiment):

But hey, if you don’t feel like wearing a girdle, perhaps some tapeworms are your solution:

UPDATE: Reader Syd says the tapeworm ad is a hoax, though other readers disagree, and the practice itself definitely occurred. I don’t know how to find out, but since there’s at least some question about it, I’d take it with caution. However, commenter Angela pointed out that Tyra Banks recently had a story on tapeworms on her show:

As Anna points out, “It’s really interesting how ads have changed over time, but the expectation of culture that women be dieting has remained the same.”  Certainly more people wouldn’t tell women to eat a tapeworm — sanitized or not — these days, but plenty of questionable products out there still promise weight loss with “no diet” and “no exercise,” and my bet is you could pick up any women’s magazine currently on the shelf and get a range of advice on how to make sure you lose any weight you might have gained over the holiday season.

I love how these two vintage ads reveal that colors are experienced differently across time and cultures.  Both ads feature color schemes that, today, seem outrageous, even hideous.  Yet, at the time, they must have been cutting edge and quite fashionable.

Both images from Vintage Ads (here and here).

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.

Wakeboarding Santa in Hamburg, Germany (courtesy of The Big Picture):

Christmas Across Cultures

• Christmas Cultures
• Santa’s Evil Side Kick
• Black Pete (NSFW; trigger warning for images of blackface)
• Politics and the Rockefeller Center Christmas Tree
• The Pagan Roots of Christianity

On Discourse:

• Have a “Gay” Holiday!
• “Christmas” vs. “Holiday”: The Rematch
• 12 “Mums” Makes the Workload Light

Racializing Christmas

• New York Times Gift Guide for People of Color
• Black Pete (NSFW; trigger warning for images of blackface)
• Holiday in the Hood
• The Hazards of Historical Amnesia

Gift Guides and the Social Construction of Gender

• Gender, Technology, and Toys ‘R Us
• Gift Giving with Gender Stereotypes
• More Gender Gift Giving and Advertising
• Another Gendered Gift Guide
• Or, you could just buy her a clothesline

Sexifiying Christmas

• Sexy Women as Toys
• O-O-Oh Santa!

Christmas Marketing

• Fun with the 2009 Target Catalog
• 1930s Ad Touting Razor Technology
• Gap Thinks Girls are Vapid

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.

I saw this ad last year but forgot to post it. What I find interesting is the way that “peace” has been both stripped of any real meaning and presented as something easy to achieve:

So while a plaid shirt might cost you $44.50, peace is free. This makes sense only if “peace” has been turned into a completely apolitical feel-good abstraction, as opposed to an end result of social and political processes that require effort and may or may not be particularly cheap. But “peace” is, here, entirely empty of political meaning, so much so that the company could use the word in an ad without worrying that they would be accused of making a political statement about, say, either of the two wars the U.S. is currently engaged in, or the Israel/Palestine conflict, or any number of other situations that a politicized meaning of peace might bring to mind.