children/youth

This “Onslaught” ad by Dove has garnered a lot of attention and positive press:

The idea, of course, is that we need to protect our daughters from the images that may harm their self-esteem or make them uncomfortable about their bodies. A great message, no doubt.

However, corporate activism usually has limits and contradictions (as do most things in life, really). Miguel sent us this ad spoof that points out that many of the images the Dove ad says we should be protecting our daughters from are actually used in Axe ads–and Axe is owned by Unilever, the same company that owns Dove.

So Unilever manages to target both markets–those who respond to sexualized images and those who find them harmful–through different brands. This is a common tactic–because large multinational companies own so many different brands, they can market to many different groups of consumers; when we reject one product because of its production process or advertising and buy another instead, there’s a very good chance we’re buying from the same corporate entity, just a different brand name.

As one blogger nicely put it:

It’s a parent’s responsibility to make sure the damaging messages they themselves produce don’t reach your kids.

That is, Dove is telling parents to protect their kids, as if Dove CARES, but Dove’s parent company is producing those very same messages. (It’s kind of like a single corporation owning a beer company and running Alcoholics Anonymous. How very convenient for both.)

A commenter pointed out that Greenpeace made an ad based on Dove’s “Onslaught” commercial that brings up the effects of palm oil production in the destruction of forests in Indonesia:

Thanks, Dangger!

NEW: There is a terrific post at Moment of Choice about one woman’s experience auditioning for a Dove Real Woman commercial. From the post:

Under the guise of looking for women who felt truly comfortable in their own skin, no matter what they looked like, they asked us to bare all or most of it, to prove just how comfortable we really were…A young peppy assistant demonstrated how they wanted us to shake our hands in the air like we just didn’t care and do a full 360 for the camera and male judging panel.

It’s a fascinating inside look at a process most of us never take part in, and reinforces the fact that corporate activism often covers an awful lot of business-as-usual behind the scenes.

In case you thought this was a new phenomenon:

Found here thanks to Jason S.

Fellow blogger, Brett, specializes in counseling adolescent boys.  He says, no matter what they come in for–skipping school, fighting, arson–they always get around to asking, “How do you know when a girl likes you?”

Shieva K. took photos of these two posters, both part of the Boost Up campaign in New York City. Both were posted on the Upper West Side.

The Boost Up campaign is a joint venture between the U.S. Army and the Ad Council to encourage kids to stay in school. The ads feature actual teens who are at risk of dropping out of high school. When you go to the website, you can read a bio about each teen, including the difficulties they face in their home lives, etc. Then you can send a student a “boost,” meaning an email, text message, or post on FaceBook or YouTube, encouraging them to stay in school. You can also watch videos the teens have made about their lives.

The thing I find interesting about this campaign is the lack of any discussion of structural reasons these teens (predominantly racial/ethnic minorities) might be at risk of dropping out of school, or what that might have to do with wealthy people on the Upper West Side. Both the problem and the solution are presented as individual-level issues: teens struggle mostly because they have problems with their parents and unstable home lives, and we can help fix this problem by sending text messages saying “You can do it!” It’s “activism” with no actual need to get involved or think deeply about the problem–we don’t need to change the way schools are funded, wonder whether people who send their kids to private schools still have any responsibility to the public education system, or think about things like poverty, race, crumbling schools, and other structural issues that exist beyond the individual.

I guess any effort is better than nothing, but it seems like we’re basically saying, “Hey, kids! Overcome all your problems by thinking positively and having some strangers who have never met you, and probably can’t even begin to imagine what your life is like, spend 30 seconds writing you a message! That’s all it should really take, so if you still drop out of school, you must not have tried hard enough.” It fits very well into the American cultural ideology that I find so often among my students, the belief that anyone can overcome any disadvantage or hardship if they just try hard enough and “don’t give up”; if they don’t, they’re either lazy, didn’t believe in themselves, or in some other way are to blame. Regardless, there’s not much the rest of us can do about it.

Thanks, Shieva!

This old CoverGirl lipstick ad, found here, illustrates the infantilization of women we often see in ads-women (provocatively) licking ice cream cones, eating fruit, and so on. Thanks to Krystal-lynn M. for sending it in!

These Kenzie ads (available at the University of Michigan’s Sexual Assault Prevention and Awareness Center’s website) also have women in childlike poses, with their mary-jane shoes and ruffled socks. Thanks for sending them in, Laura L.!

These images illustrate two common trends in advertising: on the one hand, women are portrayed as little girls, as coyly innocent, as lacking in power and maturing. On the other hand, child-likeness is sexy, and girls are portrayed as Lolitas whose innocence is questionable.

NEW (Mar. ’10)! Jeff H. sent along this photo from a GQ spread in which Reille Hunter is posed with Kermit the Frog, Barney the Dinosaur, and Dora the Explorer:

Found here, here, and here thanks to Erin H.  Thanks!

Erin writes:

This brings together the awful hypersexualisation of toys for young girls (recommended: ages 4 – 8 ) with the often bizarre and sometimes disturbing anthropomorphisation of animals. In this case, Bratz dolls (complete with impossible footwear and freakishly large eyes) meet My Little Ponies in an unholy combination of hinted-at cleavage, age-inappropriate costuming / accessories and come-hither glances! So many shades of ick. What would the equivalent for young boys be, I wonder?

Speaking of, is anyone else nostalgic for my little ponies and carebears?  Sigh.

NEW!  In a similar phenomenon, I present you the Tini Puppini (found here via Jezebel):

Mary McC. of This Book Is for You draws our attention to a link to the full text of a book called “The Stork Didn’t Bring You.”

The book, written for adolescents in 1948 by Lois Pemberton, is surprisingly thorough! But, as Mary said, has plenty of “cringe-worthy” parts, including this tidbit from the chapter Trouble, Trouble, Trouble:

A triple-header of shocks awaits the eager beavers who insist on turning deaf ears to all adult warnings. They’ll awake to one or all three one black morn, in exchange for the few fleeting moments of stolen experiences… You know them already: an illegitimate child; an abortion; or a social disease (p. 158).

Thanks Mary!

This is an ad (found here) for House of Dereon’s collection for girls. House of Dereon is the fashion label created by Beyonce Knowles and her mother.

The girl standing on the right is wearing high heels which seem to actually be her size. They are not, thankfully, for sale on the website. This might be interesting to add to a discussion of the adultification of girls or the Miley Cyrus scandal.

Thanks to Elizabeth for pointing this one out!

In case you weren’t aware, godhatesfags.com is a website run by Fred Phelps, leader of Westboro Baptist Church in Topeka, Kansas. They’re the ones who have anti-gay protests around the U.S., including at some points showing up at the funerals of gay men, and have moved on to a general “God hates America” theme, due to all our depravity. He makes Jeremiah Wright (Obama’s pastor) look like a teddy bear–at least he was just saying God ought to damn America.

These t-shirts depress me more than anything I have seen in a really long time.

A completely unrelated Kansas story: When I was living there, in a small town, I discovered that my vet was the head of the Board of Education and was leading the anti-evolution efforts at the time (this was before voters elected a new Board and got rid of a lot of the anti-evolution people).

Anyway, thanks to Larry H. from The Daily Mirror for this photo (found here). I guess.