product: alcohol

Lisa and I went to the Atomic Testing Museum in Las Vegas today. We were not allowed to take pictures! However, we were inspired to post about the word “atomic.” Below are some pictures related to the U.S. bombing of Nagasaki during WWII. They are followed by some examples of the way in which the word “atomic” has been taken up in popular culture

The mushroom cloud over Nagasaki, Japan:

Nagasaki before and after the U.S. dropped an atomic bomb (found here):

Together the bombs dropped by the U.S. on Nagasaki and Hiroshima killed between 150,000 and 220,000 people immediately (that is, not considering the long-term morbidity and mortality). For more on the science of atomic bombs and the structural and human casualties of the Hiroshima and Nagasaki bombings, click here. Our point here is to point out that at this point in history, the word “atomic” referred to something incredibly devastating to human life.

Given this, we find it fascinating that the word came to mean something like “cool,” “super extra much,” “hot and spicy” and numerous other vague references to awesomeness. Then, the adjective could be used to describe anything at all. Consider the following examples

Clothes and sporting equipment:

Music-related stuff:

Candy:

So at some time and for some reason, the word “atomic” came to refer not to something very, very serious and instead to something very, very fun. How odd. We did a search for the etymology of the word “atomic” and there was nothing to explain how the word came to be used that way in popular American culture. In fact, there was no reference to its non-scientific use at all.

P.S. – If you’re ever in Las Vegas and want to see something very, very weird (sociologically, we mean), we suggest the Atomic Testing Museum. There, you can learn about America’s proud “atomic testing heritage.”

UPDATE: Commenter Elena pointed out that before the creation of the atomic bomb, people thought radiation promoted health. An ad for a radioactive “solar pad,” basically a radioactive belt people were supposed to wear:

Found here.

A radium water filter:

Found here.

It seems odd to me that after the devastation the atomic bombs caused in Japan, the word “atomic” and atomic materials such as uranium retained any positive connotations in the public realm.

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

The following images are from an ad campaign by Evan Williams bourbon. Each features the tag line “The longer you wait…the better it gets.” The first is a scanned image of a print ad (sorry for the torn edge):

These images are from the Evan Williams website:

The images from the website also feature the “Before Aging: After Aging” slogan, which presumably applies to the increasing social demand for hypersexual feminine performance as time passes (and certainly not to an acceptance or appreciation of the fact that individual women age). I particularly enjoy this last ad, since it makes an observation that, in the old days, women wore frumpy sweaters, but now, thanks to “aging,” we can all expect women to wear asymmetrical lime-green halter tops with beads of moisture dripping into their copious cleavage.

And if that’s not a recipe for progress, I don’t know what is.

NEW! Here’s another one:

I’m not exactly sure how these images could be used in the classroom (to talk about state promotion of the family? the social ills of alcohol? gendering alcoholism?), but I think they’re fascinating. I found them at the Museum of Anti-Alcohol Posters.

“Cause- drunkenness”

“No mercy for hooligans!”

“Alcohol: Pain of nature”

“Bartered”

“Rich inner substance”

“Have mercy on your future child”

“This new dress becomes me well”

“Harmful to health, family and descendants”

“Vodka brings with it”

“alcoholism”

This ad is from April, 1908:

Beer as a healthy tonic–I’m surprised beer companies haven’t returned to this, now that we’re obsessed with whole grains again. Apparently they also used to call Schlitz “liquid bread.”

Thanks to Larry H. at the Los Angeles Times Daily Mirror blog!

In this ad for Bud Lite, we see a reversal of the usual gender pattern–in this case, a woman has x-ray vision and uses it to imagine what men look like under their clothes. When a chubby man appears and she sees his body under his clothes, she’s disgusted and looks away:

[youtube]https://www.youtube.com/watch?v=cOEMI8HRhlA[/youtube]

An interesting example of men’s bodies under scrutiny.

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

Our reader, Elizabeth A., drew our attention to this ad and she does a great job of describing what, exactly, is so disturbing about it:

The sexism at work here is nothing new. It’s just your tired, old, run-of-the-mill objectification of women as inanimate objects [robots] whose sole purpose is to sacrifice their own desires so that they may cater to the tastes [for draught keg contents] of the implied male viewer. In fact, the image in the commercial of a woman emptying herself for a man while keeping a constant smile is actually a disturbing reification of many women’s experience. Socialized to abnegate themselves, women may try and try to please other people, draining themselves of energy, until they are as empty as used beer cans. While the images used here are distractingly sexy, the underlying message is a terrifying turn-off, yet another example of how Heineken’s execs underestimate their target audience [hey, hetero men, you don’t want female companionship, just a fembot-like servitor!], insult women and leave everyone feeling demoralized and worse for wear.

More from Elizabeth at her blog: Blog of Stench.

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.

This Absolut vodka ad (found here), which ran in Mexico, has caused quite the stir here in the U.S., since it implies than in a perfect world much of the U.S. would still be part of Mexico. A number of groups in the U.S. are boycotting Absolut. This is one of those cases where an ad aimed at once audience (Mexicans) is noticed by another audience it was never meant for.

Similarly, though I could be wrong, I bet most straight male Miller Light drinkers aren’t aware of these ads and wouldn’t be thrilled with them.