age/aging

Below are screenshots of the Degree Men, Degree Women, and Degree Girl websites.

Degree genders their deodorant with color (turquoise and lavender versus blue and yellow), pattern (bold lines versus curving spirals), language (women are “emotional” and men “take risks”).  Really, Degree? We’re still going there? 

Even the scents are gendered and, further, they reveal how we place men and women in a hierarchy (e.g., “Extreme Blast” versus “Summer Rain”).  Men even get a scent called “Power.”

Degree also markets their product differently towards adult and t(w)een girls.  Women are “emotional,” girls are “OMG!” let’s dance!!! 

OMG!  Let’s take a look!

“DEGREE MEN. PROTECTS MEN WHO TAKE RISKS.”

“Absolute Protection.”
“Responds to increases in adrenaline.”
“Proven at the hottest temperature on earth.”
“Unbeaten in competitive dryness testing.”

Scents include “Cool Rush,” “Extreme Blast,” “Arctic Edge,” “Intense Sport,” “Clean Reaction,” and “Power.”

“DEGREE WOMEN. DARE TO FEEL.”

“Emotional sweat can cause body odor more than perspiration from physical activity… you need extra odor protection to kick in when you’re stressed or emotional.”

Scents include “Classic Romance,” “Spring Fusion,” and “Fresh Oxygen,” “Pure Satin,” “Delicious Bliss,” and “Sexy Intrigue.”

“DEGREE GIRL. PROTECTION FOR EVERY OMG! MOMENT.”

“Crazy, exciting or embarrassing, OMG! moments happen to everyone.”

“Sign up 4 Cool Stuff! OMG SIGN UP.”

Scents include “Fun Spirit,” “Tropical Power,” and “Just Dance.”  See also “Pink Crush.”

Also in dumb gendered marketing:  Redken for men, make up for men, Frito Lay targets the ladies, nature versus the beast, it may be pink, but it’s not girly, gendered vitamins, and RISK (for men only).

Also in marketing towards tweens: “My Life” involves getting a boyfriend, teenager+colonialism = weird, and Nair for tweens.

In the Girl and Boy Scouts, merit badges represent the acquisition of skills and knowledge.  Artist Mary Yaeger tries to draw attention to the skills and knowledge that girls and women in America aquire, whether they be scouts or not, with her own set of embroidered merit badges. They feature things like tolerating menstrual cramps, shaving armpits, taking the birth control pill, suffering through gyn exams, using mascara and lipstick, learning how to walk in high heels, wearing sexy underwear, and more.

The project nicely reminds us that women have to work hard to appear properly feminine, as well as the unique things we experience as women.

Via Jezebel.

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 this 7 1/2 minute video Hans Rosling maps the relationship between life expectancy, GDP, and sexual health and rights over 300 years of Swedish history:

Found at GapMinder.

The Scion is an interesting study in marketing.  Scion (noun: descendant) is a subsidiary of Toyota.  Why Scion? Well, Toyota wanted to sell cars to young, hip, urban guys but (as we all know) Toyotas are for fuddy duddies (yeah I’m talkin’ to you).  So Toyota started Scion.  Scions are really just Toyotas, less the fuddy duddy baggage.  Toyota has marketed Scions accordingly.   Here are some commercials:

Scion advertising features young people of color, usually men, in urban spaces (found here):

I have a Scion.  This one:

When I walked into the Madison, Wisconsin Toyota dealer to purchase it, there were a dozen middle-aged white men with pot-bellies, and a Latina that looked about 16 years old.  She was the Scion salesperson.  (Hi Celia!)

Also appealing to its intended customers, Toyota encourages you to customize your Scion.  When I purchased the car, I had the option of adding neon trim around the bottom of the car, glowing cup holders, and giant speakers that took up the entire back seat.  Factory installed.  (I opted for all three, of course.)

Scion encourages these additions.  As the commercials show, Scion emphasizes customization and the individualization of your car.  “United by Individuality” is one of their advertising themes (found here):

Underneath each of these unique Scions is the name of its owner.  These names include Carlos V., Claudell D., Javier C., Benilda D., Jesus V., Kekai K., Nickoli C., Mario N., Einar A., Jose S., and Jose R.  They’re definitely not marketing to the stereotypical Toyota crowd.

The marketing of the Scion points to how we separate old from young and then layer the binary with further binaries: boring/exciting, suburban/urban, conformity/individuality, and even white/non-white.  Toyota doesn’t sell Scions by constantly reminding us that Scions are Toyotas (with all the dependability and efficiency that Toyotas are known for), just the opposite.  And youth, Toyota appears to believe, want to differentiate themselves from dull, grown-up, suburban, whitebread conformity as much as possible.

But here’s the twist:

Celia (who I bought my Scion from in Madison, Wisconsin) told me that, despite all of their efforts, the “boxy” Scion (the one on the left in the first print ad) is bought disproportionately by elderly people.  Why?  Because the spacious interior holds a wheelchair just as easily as a mountain bike or a drum kit and the height of the car makes it easy to get in and out of without having to pull yourself up or lower yourself down.

Marketing, thanks to human creativity and free will, has its limits and marketers can’t always predict how their strategies will play.

Text:

Wine doesn’t just come with cheese.  For women it’s also accompanied by hair loss, wrinkles, and obesity, plus the other problems like breast cancer, early menopause and memory loss.

This ad rests on women’s fear of looking like men (whatever that means)

(1) Interestingly, none of the side-effects of alcoholism listed seem, to me, to be masculinizing.  I can only imagine that the creators of this ad thought that straying from the norms of youthful femininity makes a woman seem masculine, thereby conflating aging with masculinization in women.

(2)  Also, notice the excessive make-up.  The ad is relying on the viewer being disgusted at the idea of a masculine face covered in make-up.  That is part of what is supposed to create a negative reaction.  But make-up and masculinity are not intrinsically or naturally at odds.  We only believe this to be so.

(By the way, the fact that most men do not wear make-up, I think, is a beautiful example of the triumph of gender ideology over capitalism.  For example.  But see here.)

(3) Finally, what’s “drink like a man” all about?  I guess men can have all the wine and cheese that they want without getting wrinkles because, gosh darn it, it’s just how men drink!   Maybe they even get more masculine!  (Hmmmm… as someone who loves her liquor, suddenly I do have penis envy.)

Thanks to Julie C. for the link!

NEW! This vintage ad (found here) uses the same logic:

Last year the British Heart Foundation released this ad (found at the Mail Online) encouraging people to get a half hour of exercise each day:

It sparked some complaints, presumably because it says sex so openly and has a naked man in it. But it’s kinda neat to see an ad that shows middle-aged people with bodies that don’t necessarily fit our cultural beauty ideals, and acknowledging that they have sex. Of course we know people in their 40s and 50s have sex, but the images we get of women in those age groups being sexual usually depicts them as MILFs, not average women. I think many people are comfortable with the idea that men would be having sex later in life, but we often see them paired with much younger, hot women, not women their own age.

I went to BHF’s website. There is a page called Sex and Heart Disease. They also have a DVD available about sex and recovering from heart disease.

You might use these for a discussion of older couples and sexality, and how uncomfortable we are thinking about older people having sex in our culture. It would be a good topic to tie in to myths about sexual activity among older people. According to this Washington Post article, about 75% of people aged 57-85 who have partners are sexually active. About half of those aged 75-85 who are sexually active report having sex 2-3 times per month, and nearly a quarter have sex at least once a week. And yet our cultural images are generally that either older people don’t have sex at all, or that when they do, it’s gross. We also often assume that all older men have problems with impotence; certainly many do, but it’s not universal and often occurs much later in life that we might expect.

The American Psychological Association has a bibliography of journal articles related to older people and sexuality available here. Although they’re all from a psych perspective, they might be useful for gathering some basic data about the topic.

And, as I tell my students when we talk about aging and sex, I wouldn’t enter Grandma and Grandpa’s bedroom without knocking.

See also this post about a company that used stories of happily sexual older couples to sell mortgages.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

Mary K. took this picture of two magazines covers side-by-side in a magazine holder in an acupuncturist’s office.  The one on the right is for parents and the one on the left is for women going through menopause.

Mary writes:

The cover of both is donned with females at very different points in their life trajectories with the exact same pose. I couldn’t help but think the woman on the left was socialized just as the baby on the right is currently being. My first reaction was definitely not “Aww how cute. Look at the baby pretend to model.”

Neat find, Mary!

Last week, John Kerry made a joke about John McCain’s age, implying that he wears Depends (that is, adult diapers). I have searched everywhere and haven’t been able to find any video of Kerry telling the joke; all the discussions I’ve been able to find of it seem to lead back to an original story at PolitickerMA.com. It brought up something that has bugged me throughout this campaign: the cheap shots about McCain’s age. For example (thanks to Burk for finding me all these images):

Found here.

Found here.

The Baltimore Sun posted this photo and asked readers to provide captions for it:

Suggested captions included jabs about Ensure, reaching out to senior citizens, nursing homes, forgetfulness, and so on.

While I’ve heard a lot of people talking about racism in depictions of Barack Obama, and sexism in portrayals of Sarah Palin and Hillary Clinton, I have heard very few people discuss the very negative depictions of the the “old” being used to ridicule McCain. Depictions of older people range from out-of-touch, doddering fools to crazed racists to pathetic invalids. Although Kerry’s joke drew some criticism, jokes or comments about McCain’s age have generally been given a pass–they’ve been declared fair game. You might get in trouble in our culture for being sexist or racist, but apparently ridiculing people for being old is fine.

I don’t know about you, but I know some old people, and they are healthy, coherent, mentally competent people who appear to have complete control of their bladders and bowels. My grandmother is 70 and runs a 110-cow ranch on her own in Oklahoma, doing all of the labor herself (except that she hires someone to come in and bale the hay each year). Just as I thought it must be awful to be an Arab American and hear accusations that Obama is secretly Arab or Muslim used as a slur against him, I’ve wondered how my grandma feels, hearing McCain’s age ridiculed. My guess is that she finds it mortifying, but I haven’t gotten up the courage to ask.

I have also on more than one occasion heard people mock John McCain’s physical appearance, particularly the fact that one side of his face is swollen because he had a patch of skin removed due to skin cancer. The times I overheard this, they weren’t expressing concern that he might have a serious form of cancer that could kill him or force him to leave office; they were just laughing at how he looked.

If McCain showed evidence of dementia or osteoporosis or some other condition that you could maybe directly relate to his age, then ok, fine, I could see people commenting on it. But that’s not what’s going on here. This is just making fun of his age for the sake of it–it’s funny that he’s old, because old people are laughable. It’s an interesting statement about the value we place on older people in this culture.