Search results for sex sells

Yesterday NPR reported that Wisconsin is considering repealing its ban on margarine in private businesses and public buildings. What is that all about!? This old post offers some great historical context.

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Grass fed cows tend to produce milk that, when made into butter, has a slightly yellow color.  When margarine was invented as a butter substitute and they began producing it for U.S. consumption in the late 1880s, one marketing problem was its color.  The vegetable-based product has a clear, white-ish color and looks something like lard; many people found it unappetizing.  So the margarine people wanted to dye margarine yellow.

The dairy industry rightly saw margarine as a threat and they lobbied politicians both to outright ban margarine or to ban dying it to look like butter.  The federal government imposed a two cent per pound tax on the product in The Margarine Act of 1886 (the tax was quintupled in 1902).  Many states, especially dairy states, made dying margarine illegal (e.g., New York, New Jersey, and Maryland).  By 1902, “32 states and 80% of the U.S. population lived under margarine color bans.”

The ad below is for “Golden Yellow” margarine and specifies that it is “ready to spread” in 26 states (more text transcribed below):

In some states, margarine manufacturers would sell margarine in plastic bags with a small bead of dye that the buyer had to knead into the spread (“Color-Kwik bags”).  This practice continued through World War II. If you judge by this ad, it was quite a good time:

Over time, as supply and demand for butter and margarine ebbed and flowed alongside federal rules and penalizing taxes on margarine, the popularity of each ebbed and flowed too.  Then, in 1950, margarine was apparently the “the talk of the country” and President Truman put an end to the oppression of margarine, in part because the National Association of Margarine Manufacturers had begun to build enough power to compete with dairy associations.  Wisconsin, the cheese state, was the last anti-margarine state hold out (till 1967), but it continued to forbid margarine in public places (unless requested; as of Sept. 2011).

By 1957, sales of margarine exceeded those of butter. Margarine still outsells butter today. And, in a bizarre reversal, butter manufacturers now regularly dye butter yellow.

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All that said, here is an excerpt from Audre Lorde’s The Uses of the Erotic in which she uses the bead of dye in the bag of margarine as a metaphor for sexuality:

During World War II, we bought sealed plastic packets of white, uncolored margarine, with a tiny, intense pellet of yellow colloring perched like a topaz just inside the clear skin of the bag.  We would leave the margarine out for a while to soften, and then we would pinch the little pellet to break it inside the bag, releasing the rich yellowness into the soft pale mass of margarine.  Then taking it carefully between our fingers, we would knead it gently back and forth, over and over, until the color had spread throughout the whole pound bag of margarine, thoroughly coloring it.

I find the erotic such a kernel within myself.  When released from its intense and constrained pellet, it flows through and colors my life with a kind of energy that heightens and sensitizes and strengthens all my experience.

Sources: Vintage Ads, Found in Mom’s Basement, Britannica, Margarine.org, and FoodReference.

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.

(Via John Barr’s Blog.)

Today, in the “blatant objectification of women to sell crap” category, we have this J.C. Penney commercial, sent in by Rachel O. The ad features ESPN journalist Kenny Mayne assuring men that if they’ll just look at the boring ad for Van Heusen shirts, they’ll also be rewarded with actress Phoebe Cates in a bikini, so “everybody wins”:

I’m not sure that quite everybody wins here. No, not quite everybody.

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.

NEWS:

I’ll be in New Orleans until June 23 and the big Island of Hawaii from the 23rd to the 1st.  It’s always fun to meet readers, so if you’re nearby please send us an email (socimages@thesocietypages.org) and we’ll have coffee or drinks!

A Louis Vuitton advertising campaign that we critiqued has been determined by the U.K. Advertising Standards Agency to be a violation of truth in advertising.  Check it out.  Thanks to Anjan G. and Katrin for pointing it out.

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

Cara McC. sent along another example of a commercial separating normal from abnormal… this time it’s “normal” skin.  We added it to our post on hair.  On the same theme, Renée Y. took a photo of bike helmets in women’s and… um… helmet.  We also added more examples to our post on gendering default icons, this time bike traffic lights in Amsterdam.

We added breast cancer-themed grape tomatoes — yes, you read right — to our post on surprising things themed as such.  Sent in by Renée Y.

M.I.A.’s  “Born Free” video shows red-headed, freckled male adolescents being rounded up as part of an ethnic cleansing campaign. We added it to our post on gingerism.

Orangina has a drink with grenadine in it called “Indien” that features an orange wearing a feathered headdress. We added it to our earlier post on the use of feathered headdresses and other elements of some American Indian cultures.

We updated our post on the CNN experiment on children’s attitudes toward skin color with a segment of a parent reacting to her child’s preferences. Thanks to Abeer K., Dimitriy T.M., and Alex P. for sending in the one we missed!

Ang B. snapped a photo of an advertisement for men’s and women’s haircuts with the phrase “Fuck your Gender Binary” written across it.  We added it to our post featuring small acts of resistance against gendered and objectifying advertising.

Andi S. sent a photo of Spanx for men, designed to shape his upper body.  We added it to our post on the push-up panty for the penis.  Relatedly, Michelle R. sent us another example of how the diet/nutrition industry markets products differently to men and women.

We added two videos of the “men are like this, but women are like that, hahaha!” variety to one of our posts on gender stereotypes.  Also, in case you haven’t had enough of pointlessly gendered products, we added an example of a gendered “find” game and another example of gendered earplugs to our post on the topic.  On the other hand, doggie poop bags are unisex. Good to know.

In case you’re looking for some polite, submissive women, we added an online ad for “beautiful Russian ladies” to our post about a website that sells the submissive Asian stereotype to (mostly) non-Asian men.

We updated our post on a child’s zebra-striped string bikini with a bikini pulled from shelves in the U.K. The bikini, meant for young girls, included a padded bra.

We updated our post on envisioning how highways would affect the city of the future with an exhibit from the 1939 World’s Fair that pointed out that benefits of being able to avoid slums.  Also on the topic of highways, we added an image sent in by Jayna T. to our post on teens, the elderly, and driver safety.

I love beer. I also love wine and liquor, but beer’s what I come back to. Beer is plain ol’ delicious: every brand has a distinct flavor and it goes well with food or alone. It’s just intoxicating enough: if I don’t feel like getting wasted, one or two will do me, but steady drinking will get the job done fine if I’m in a partying mood.

My fella and I get tired of the same old, same old beer selection at our local Kroger, so when we travel out of state, we often pick up a lot of regional beers – up to 12 six packs when we have the cash! The beer boxes are my second favorite part of buying the beer after drinking it. Beer packaging is colorful and diverse, and often beautiful*:

The boxes serve as a runner around our walls. They’re a fascinating and unique decorative element of which I’m quite proud and which get a lot of comments from our friends. It’s a good record of our travels and our life together. They are not meant and usually are not read as endorsements of every beer we drink, but are in the context of over a hundred other examples of packaging. Pedestrian PBR is next to regional Yuengling, and obscure Backfin is next to a sampler pack. Every box that we (or occasionally a friend who works at a beer store) consume goes up on our wall, regardless of aesthetic or political merit: they are meant to provoke critique and examination of the relative merits and values in different packages of different beer.

Since I’m surrounded by the boxes all day, I begin to pick up on elements of their design. Namely, that males and whiteness are constantly normalized within the design of the boxes**:

Excepting the daguerreotype-esque Southern Ale, all of the men above are shown enjoying the beer, usually while engaging in their daily duties or in making the beer. The cottonwood man is not actively engaged, but he is holding the wheat that will make the beer, thus conferring involvement in the beer on him. The Highlands man is somewhat othered by the bagpipes, and I’m not sure how the man in the Rogue ale is constructed, but both are drinking and enjoying the beer they’re intended to represent. They are active and involved – not passive, not just drinking the beer, not just there. They are constructed as dynamic and effectual as they drink the beer. And they are all white: men of color are erased in beer packaging as far as I’ve seen.

Now, let’s look at the women that show up on the wall:

Women love to drink. Women love beer. But you would never know it from their scarce representation in beer packaging.

In the beer packages I’ve got up, women are not engaged in the act of drinking the beer that they represent. In fact, they’re not engaged in anything. Except opening their mouths, or, um, being on fire. They’re… objects. More specifically, sexual objects that have in most cases been disembodied. They’re floating heads, with their mouths open.

It gets worse when you look at how, specifically, the women of color are constructed. Look at the “Bad Penny” packaging above, and this one that I recently saw at a music festival:

The black women are constructed as reductive, exotic others, black women whose sexuality exists for the inebriated male gaze. It is not a coincidence that both have afros. Natural hair beautiful and laudatory, but there is only one kind of natural hair here: the style that is often problematized as dangerous and exotic, as another element that makes them an exotic experience for the male drinker.

Their sexuality is especially lacking in agency: the naked woman in the sexual chocolate ads is literally presented as an offering to the male gaze. She’s not engaged with the viewer by drinking, or by making eye contact. She is passive, and coded as naked: she is wearing a tube top, but it’s obscured by lettering of the same color as the top. A cartoon figure, she is not active; she is just there, waiting to be debased.

The “Bad Penny” character is making eye contact, but her eyes are heavily lidded, unlike the white women above. I took the “bad” in the name of the beer to be capitalization on blaxploitation by an alcohol company that aligns itself with kyriarchical forces: it’s the “Big Boss”. If the producer of this beer is the boss, where does that leave the women who hawk it?

Speaking of othering, let’s look at another one I found online:

Note again the heavily lidded eyes, the more explicit nudity. Though she is at least shown to be holding liquid, she’s not drinking it or enjoying it; she’s pandering to the male gaze with an oh-so-subtle finger in her mouth.

This is supposed to construct Aztec culture (which I am not well-versed in discussing). Please note the feathers, the background, and the jewelry as elements of othering and exoticization that I can’t fully articulate. Also not that this is not in a stein, as with most males shown with beer, but in some kind of “primitive”-looking stone goblet.

Women in the marketing of beer is a grim, grim field. Beer is a man’s drink, and women are excluded from independent enjoyment of it. They are not the drinkers of beer; they’re the sex that sells the beer, the static objects of intoxicated lust.

To end on a less grim note, I did come across one ad that struck me as positive:

This woman is not being objectified, or reduced to an othered sexual object. She is normalized by her whiteness, but also by her active enjoyment of beer. She’s drinking, which is what women do with beer.

ETA: meloukhia pointed out this label, which I’d seen before:

While the legs are somewhat sexual, and her eyes are closed, this woman is engaged and active – she is enjoying the beer, and life. Check out the comments for more beer packaging and discussion.

*It should be noted that while I appreciate the aesthetics of this example of packaging, this is an example of how voodoo is problematized and othered – especially when paired with a loaded word like “Dixie”.

**Many, though not all, of these packages repeat the imagery shown here in packaging of other varieties of beer.

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Rachel McCarthy James is a writer and tutor living in Virginia. She writes about feminism and stuff at Deeply Problematic.

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

We’re written before about how the male gaze shapes how “sexy” is marketed and sold. Specifically, when sex is used to sell, we usually see (presumably straight) men’s sexual subjectivity and the sexual objectification of women.   That is, we are all encouraged to see with a straight male gaze and thus, we are presented with a female object of desire. Three choice posts on the topic can be found here, here, and here.

While in New Orleans (again) in July, I attended some of the festivities associated with Tale of the Cocktail. One of them was a cocktail expo with the theme “Seven Deadly Sins.” Sponsored by Cabana Cachaca rum, Lust was personified this way:

Presumably lust is not a feeling exclusive to straight men, yet the Lust booth featured only women dancing.  Because of the primacy of the male gaze, what is believed to be sexy to straight men gets defined as “sexy” for everyone.  The print ad they had displayed features a woman from the waist down, naked:

Thought Experiment:  If nearly naked men had been dancing in those columns, do you think the audience would have thought “hot men for the women!” or “how gay!”?   I think many, if not most, would have thought “how gay!”   A female gaze that validates women’s sexual subjectivity and the sexual objectification of men is simply less accessible for both women and men.   I think if men were dancing in the columns, an objectifying male gaze would still be at play, except this time the gaze would have been aimed at men.

Gay men are often stereotyped as obsessed with fashion, physical fitness, and their overall appearance (i.e., feminine).  The idea that both gay men and women are subject to the male gaze explains a lot about why.

NEW! Amanda C. sent in this ad for a sex party in Chicago.  Like the instance above, “sex” is represented by a woman.  Amanda writes:

If a man’s legs were portrayed, would that mean that the party isn’t “sexy” or that it’s about gay sex? Just another example of how the heterosexual male gaze is universalized.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

NEWS:

Last month Lisa posted about some interesting, if subtle, differences in a Spanish- and English-language pamphlet for pregnant women at Kaiser.  Siobhan O’Connor at GOOD put up her own blog post about the pamphlets and called Kaiser to see what was up.  A representative, Socorro Serrano, visited our site and replied in the comments.  Check out her reply, now in the post, here.  Thanks for chiming in, Socorro!

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NEW FEATURE!  FROM THE ARCHIVES:

Sometimes we get nostalgic for our old posts.  So, each month we’re going to resurrect a post from one year ago.  (In July we turn two-years-old and we’ll start resurrected two!)

From March 2008:  The marketers behind the Brazilian yogurt ads in this post counted on their viewers being disgusted by, gasp, fat women!  But some of us thought the women looked great.  What do you think?

NEWLY ENRICHED POSTS:

We added another Postsecret postcard to our post on confessions of true feelings about interracial sex.  Also in race and sex:  We updated our post on Resident Evil 5 again, this time adding an image of an African woman from the game attired in a sexualized animal-print outfit.

Nearly a year ago we argued that a promo poster for Gossip Girl represented the “pornification” of everyday life.  The stars are on the new cover of Rolling Stone and, well, we still think it’s pretty porny.  Speaking of: Breck C. sent us another image of things shaped like boobs, which we added to our extensive boobs post.

We published a post about a Dutch bus-stop bench that is a also a scale and publicly displays your weight when you sit on it.  We went back and added images of a design for a toilet seat that does the same thing. 

We added images of a man’s electric back hair shaver and a Nads commercial about a woman whose life was transformed when she was able to wax away her beard to this post about our growing disgust with body hair, even on men.  Also in hygiene: Kim D. sent us in another vintage Lysol douche ad, which we added to a post with several others.

Bri a sent in four ads to add to one of our posts discussing how people of color are included in ads aimed primarily at white people.  See the whole series starting here or check out the newly enriched post that discusses how people of color are used to represent “spice,” “flavor,” and, literally, “color.”

Bri also sent us an awesome Ralph Lauren ad that romanticizes colonialism, we added it to a previous fashion spread that did the same.  Relatedly, to our post about using third world people in fashion ads, we added a set of images advertising Suit Supply, sent in by Geerte S.

Matt W. sent us a map that overlaid concentrations of rural poverty with rates of religious adherents, and we added it to our post about religion and geography.

We added a floral-print hammer to this post about gendering products.  Speaking of gendering products: We added another strip from the Sheldon Comics “Make-up But for Dudes” series and an SNL sketch about make-up for men to this post.

We added an advertisement for Cessna’s fleet of private jets to this post in which private air travel is linked with ideal fatherhood.

Our post on what “organic” means now has a link to the Cornucopia Institute’s photo gallery, which has lots of photos from large containment livestock facilities that sell to Horizon and other companies.

We, of course, had a new ad for our post on sexualizing food, this time a Three Olives vodka ad about your “O Face” sent in by Tiffany L.  We also added more images of how the green “female” M&M is sexualized (sent in my Kristi) to this post.  Also related to food: We added a link to the mock commercial for Powerthirst 2 to our original post about this hilarious send-up of energy drinks and masculinity.

Finally, to our post about various companies trivializing women’s power, we added print ads for Nuvaring (“Let Freedom Ring”) and Spanx’s new “power panties.”   We also added another image of women sexually dominating men to our post on the theme.  It’s a doozy, too.

My friend Steve sells Cessnas (single engine propeller planes, usually with between two and four seats).  A four-seater basic single-engine Cessna will cost you about $200,000, plus insurance, hanger fees, regular maintenance, and check-ups.   They aren’t particularly fast (not jets): the $200,000 one will get you somewhere about twice as fast as a car.  The gas will cost you about twice as much.   And there’s a much bigger carbon footprint.

Last summer, Steve sold a six-seater single-engine Cessna to France.  Since someone had to fly it (and the trip was paid for), we decided to take it there ourselves.  (Okay, Steve decided to take it there himself; I decided to sit in the passenger seat.)  Among other things, the adventure was a fascinating look at how the other half, eh em, top one percent lives.  In this post, I’m going to talk about the terminals serving private planes (also posted about here).   If you fly by private plane, you don’t go to the main terminal.  There is a separate private terminal.  We went through a lot of those terminals as we flew from Omaha, Nebraska; to Bangor, Maine; to Goose Bay-Happy Valley, Canada (Newfoundland-Labrador border); to Narsarsuaq, Greenland; to Reykjavik, Iceland; to Aarhus, Denmark; and, finally, to Nice, France.

Because I have my priorities straight, the first thing I noticed about these terminals is that they all have free treats: muffins, candy, or cookies:

There was also always free coffee and soda and bottled water. (This, I gotta tell you, was torture because I was off caffeine for the trip and, on top of that, couldn’t drink anything before taking off because of the whole no-bathroom-on-the-plane-thing and living below the poverty line until you’re 32 really instills a desire to pilfer anything that’s not nailed down.)

Private plane travel is figuratively as well as literally delicious.  There is no “long-term parking.”  You park your car right up front in the complimentary parking lot.  Honestly, going to the grocery store is more challenging.  In the private terminal, you can wander about as you please; your things will not be confiscated if you leave them unattended. There are no announcements.  You will not wait in line.  There is no security, except that which is designed to make your life more comfortable. You will not be asked to walk through an x-ray machine or show anyone any paperwork. There are computers available if you would like to use them and free wireless if you brought your own. You will leave whenever you like and stay as long as you please.  And how nice, since the facilities are incredibly comfortable.

Steve let me borrow these photos from the Houston Million Air.  The main desk:

A lovely place to sit and watch TV comfortably:

And if that isn’t good enough for you, a free, private cinema:

There were also free magazines about things like investments, yachts, and other expensive things:

This is where I got the ads and articles aimed at exeedingly rich people that I have been posting recently (see here, here and here).

When we decide to leave, we just waltz out to our plane, jump in and taxi to the runway.  We would call ground control, say “we’re ready,” and they’d say “go ahead.”   We never waited more than three or four minutes to get clearance to take off.

When we landed, we’d taxi over to the terminal, jump out of the plane and wander in.  The interaction would go something like this:

THEM: Welcome Sir and Miss. Can we get your bags?

STEVE: Please.

[They go out and start unloading the plane.]

THEM: Can we arrange for a hotel?

STEVE: Why yes.

THEM: Will do. Would you prefer downtown or on the water?

STEVE: The water will be lovely.

THEM: One moment, please. [The hotel is called.] Your room is booked. Would you like us to arrange a rental car for you or would you like a ride to the hotel?

STEVE: We will take a rental car, please.

THEM: It will be just a few minutes. Please enjoy our complimentary beverages, delightful morsels, overstuffed chairs, and free wireless while you wait.

STEVE: We certainly will.

I am totally not kidding.

You could also call ahead and request a rental car.  In this case, they would drive it right up to your plane, unload your bags for you, and you’d just scoot across the tarmac and be off!

One final tidbit:

Steve and I left the U.S. and entered five different countries over the course of our trip.  We got through Canada and Greenland without being asked for our passports.  Iceland would be both the first and the last place we were required to show I.D.  Denmark and France welcomed us with wide arms and trust.  We were the special people.

UPDATE: Several commenters pointed out that once Steve and I were through Iceland, the law grants us entry to Denmark and France without I.D. Thanks for the correction!