economics: capitalism

There is a lot going on here.  Comments after the image (found at MultiCultClassics):  

First, notice how this ad mobilizes a nostalgia for a simpler past (“We’re bakers”).  Goldfish crackers are likely baked not by bakers (how quaint), but in large automated factories.  Second, in line with this nostalgia, Pepperidge Farm, the company, is recast as a parents (“We’re bakers. But we’re parents, too”) instead of a corporation in a capitalistic society likely employing low-wage workers (who are not, by the way, busy caring about consumers kids).  Notice that, by re-casting the company as parents, they encourage you to think of the company’s motives not as profit, but nurturing.  Third, the Goldfish crackers themselves are anthropomorphized into a happy parent and child. Finally, happiness and family togetherness are commodified. Text:

That’s why we bake Goldfish crackers the way we do. Natural. With no artificual preservatives adn zero grams trans fat. Made with whole grains, real cheese, and plenty of smiles. For tips and tools to help keep your kids smiling, visit fishfulthinking.com. Because we believe kids should be happy and healthy.

In the 1950s, Clearasil started a new marketing campaign called Clearasil Personality of the Month. These were ads disguised as advice columns that ran in magazines. They featured the stories of real girls who wrote in to Clearasil to talk about their own struggles with acne and, of course, how they finally overcame this horrible affliction with the help of Clearasil. Here is an example (found here), a piece on a college student named Linda Waddell:

Sorry, the resolution isn’t good enough for me to be able to read all the text, so I don’t know what it says. The general layout was that teens and young women wrote in with little bios about themselves and descriptions of the problems they’ve experienced with pimples.

Notice the connection between clear skin and popularity–we see a picture of Linda surrounded by friends in the upper right corner (and, most importantly, a guy is clearly paying attention to her).

I originally read about this feature in Joan Jacobs Brumberg’s book The Body Project: An Intimate History of American Girls. She discussed it in the context of talking about increasing concern about acne and the rise of a whole host of products to combat it. However, I think it would be great for a discussion about advertising, particular about efforts to disguise advertising as simple information or entertainment (it’s still often difficult to distinguish these categories in women’s magazines). It’s also a good example of a marketing campaign that attempts to appeal to consumers by getting them to think of a product almost as a friend–here, the product is personified by nice, wholesome-looking girls who were just providing friendly advice to other girls just like them.

You still see the strategy of portraying products as friends that help women–for instance, ads for food products or cleaners that depict them as friends that help women get everything done, since apparently no one in their families will. See this post for a humorous take on some of these ads.

Angela B. brought our attention to an animated map showing, over the space of some seconds, the growth of Walmart across the United States from 1962 to 2007.  Below is the final image.  It’s worth a click to watch the growth yourself.

I took these pictures at a Vons in Los Angeles, CA (Eagle Rock neighborhood):

Someone or someones somewhere made a conscious decision to hang candy bars on the outside of the freezer doors leading to the TV dinners marketed as healthy. I think it nicely illustrates how, in American culture, we are subject to incredible temptation and pressure to consume more calories than we need at the same time that we’re encouraged to look as if we do not submit to that temptation. This is good for the economy in that both the food industry and the diet industry are far larger industries than they would be were we to restrict our caloric intake according to need.

NEW (from Gwen): I took the following two photos in my office building at Nevada State College. We don’t have any food service program and there aren’t any places to eat within walking distance, so the only options faculty and students have are the vending machines. The other day my attention was drawn to this sign posted inside one of them:

Now, on the face of it, this seems all good–individuals should take responsibility for their food choices by choosing healthier options, and the vendor is even providing guidelines. How nice!

But then I stood back and looked at the products for sale in that same vending machine (there were a couple of rows of chips at the top that got cut off in the photo):

None of these products had nutritional information in view, so I couldn’t actually see how many of them fell within the guidelines helpfully posted along the side. I know, from looking at similarly-sized packages at a convenience store later, that all the chips had over 350 calories.

My guess would be that most people would choose the “yogurt apple nut mix” on the next-to-last row as the healthiest item, but I’ve found that mixes like that often have surprisingly high fat and calorie contents, particularly because they often come in multiple-serving packages. But without access to more information, the consumer is left to try to guess what would be healthiest and what might have lots of hidden calories (like those yogurt-covered nuts might).

I thought it was a great example of how concerns about unhealthy eating habits and obesity are often framed as failures of individual responsibility–people just eat too much and make bad decisions about food. The food industry likes this explanation because it takes the focus off of the types of products it makes available or the responsibility food companies might have for producing healthier options…or at least telling us more openly about what we’re eating. But this framing of the issue ignores the fact that it’s often very difficult to make better eating decisions; nutritional information is often lacking (I have on several occasions asked for nutritional information at restaurants, just out of interest, and usually found that employees have difficulty locating it; in one case they eventually found it posted on a chart hidden by a fake plant), and in other cases there simply aren’t better options (or they’re more expensive than the unhealthy ones). Providing platitudes about “making balanced choices” isn’t that helpful in the absence of specific information about and access to foods that are, you know…balanced.

Rap is fascinating in that, in the short history of the art form, it represents both the power of resistance by marginalized and disempowered groups and the power of appropriation by mainstream culture and capitalist commodification.  With this in mind, I bring your attention to the cover of Nas‘ new album cover (tentatively set to release on July 1st) (found here):

The image immediately brings to mind (I can only imagine deliberately) the famous photograph of the back of a whipped slave from 1863 (found here).  I’ll go ahead and put it after the jump, as it’s a very real and troubling historical photograph:

more...

Marc sent in this image (found here):

According to this site, the photo was taken by Margaret Bourke-White; this site, where you can buy old issues of LIFE magazine, lists the photo in the index for the February 15, 1937, issue. Apparently the people standing in line were flood victims.

This is a great image for sparking discussion about “the American Way” and what that was meant to be (clearly white and presumably middle-class, from the mural), and the ways in which non-whites (and poor whites) are often invisible in depictions of what America is. And, of course, it could be a great image for a discussion of rhetoric and propaganda (for instance, murals proclaiming how wonderful the standard of living is even though the Great Depression was by no means over).

Thanks, Marc!

It is a norm for women in the U.S. to shave their armpits, but this is not the norm elsewhere, even in countries that have relatively a lot in common with the U.S. (like France I’ve been corrected). How did armpit shaving become the norm in the U.S.? And who benefited from this?

Vee the Monsoon sent us the following commentary and ad. It turns out, women shave in the U.S. today, in part, because of a concerted marketing effort on the part of companies that stood to profit from the creation of such a norm with the creation of anxiety about “objectionable hair.”

From The Straight Dope:

…U.S. women were browbeaten into shaving underarm hair by a sustained marketing assault that began in 1915. (Leg hair came later.) The aim of… the Great Underarm Campaign was to inform American womanhood of a problem that till then it didn’t know it had, namely unsightly underarm hair. To be sure, women had been concerned about the appearance of their hair since time immemorial, but (sensibly) only the stuff you could see. Prior to World War I this meant scalp and, for an unlucky few, facial hair. Around 1915, however, sleeveless dresses became popular, opening up a whole new field of female vulnerability for marketers to exploit…. the underarm campaign began in May, 1915, in Harper’s Bazaar, a magazine aimed at the upper crust. The first ad ‘featured a waist-up photograph of a young woman who appears to be dressed in a slip with a toga-like outfit covering one shoulder. Her arms are arched over her head revealing perfectly clear armpits. The first part of the ad read “Summer Dress and Modern Dancing combine to make necessary the removal of objectionable
hair.

From the May 1915 issue of Harper’s Bazaar:

Thanks Vee!

NEW!  Another example from the U.K., 1934 (found here).  This one encourages the dissolving of armpit hair as a way to fight armpit odor:

Consumption as sport:

Thanks Miguel!

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.