culture: color

Jessica B. sent in a link to a really great post over at Pigtail Pals. The author, Melissa, analyzed the contents of a number of holiday-season catalogs advertising toys. She tabulated how many girls and boys appear in each, how many are shown doing gender-stereotypical vs. non-stereotypical activities, and the main themes of the toys.

Here are the results for Toys ‘R’ Us:

Images from the catalog:

Wal-Mart:

Target:

It’s particularly striking to me how few images there are of girls and boys playing together, a predictable outcome, I suppose, of our insistence that boys and girls need different toys — since, if must play with different toys, they won’t be playing together.

Melissa discusses the specific images on several pages of the catalogs — check her full post out for more commentary.

When companies advertise their products in largely segregated markets, they can tell different, even opposing stories to different groups of people with confidence that the messages will reach their intended audience, and not the unintended one. In an earlier post, for example, we showed how Basil Hayden Bourbon, Miller Lite, and Crown Royal were advertised differently in separated markets.

I was reminded of this phenomenon when DPK, as well as Sean M. of Santa Fe College, submitted this ad for Coca Cola in China.   The ad ran during the 2008 Olympics.  In fact, the Coca Cola company has partnered with the Olympics for over 80 years, so the fact that they advertised there isn’t surprising; they spent $75 million dollars advertising in China that year.

The slogan, “Red Around the World,” clearly references the color of Coca Cola marketing, but it is also the color China uses to represent itself, as well as the color associated with communism.  Meanwhile, the visual of the ad invokes communist propaganda.  Coca Cola appears to be solidly on China’s side in this ad, even leading the charge towards a Chinese communist take-over of the world (if I may be a bit dramatic).

This is in stark contrast to the long-standing effort by Coca Cola to market itself as a distinctly American drink.

I am supposing here that the ability to target their marketing to the Chinese (even during the Olympics?) offered Coca Cola some protection from a backlash against the company from both the left and the right (based on the argument that Coca Cola is pro-China/pro-communism/anti-human rights).

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.

El sent in a really interesting example of the re-fashioning of a real body into one believed to be more appealing to consumers. In the video below, real footage of gymnast Shawn Johnson is shown alongside the video game designed to allow Wii players to “play” her. El notes:

…the video Shawn is significantly thinner and long-limbed whereas the real Shawn has a short muscular body. The real Shawn’s leotards are red and blue, while the video image is wearing a pink leotard. In addition, the hair of the video version is blonder.

There has been a clear effort here to feminize the image of Shawn and to make her body conform to less athletic ideals… While Shawn’s name and fame is used to sell the video (presumably primarily to little girls), the video sends the message that Shawn herself must be altered, even though I would guess most people buying the game are fans of Shawn, know what she look like, and admire her as she is.

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 ad for Scünci in Elle magazine, sent in by Bronwyn H., claims “A full line of hair accessories, that highlight and complement all shades of hair color.”

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.

Dmitriy T.M. sent along a Slate slideshow chock full of interesting information on cigarettes and health warnings internationally. I found this particular tidbit most compelling:

As of June 22, 2010, U.S. cigarette manufacturers are no longer allowed to use the words “light,” “low,” and “mild” to describe their product because it gives the false impression that these cigarettes are better for you than others (source). In place of the words, however, manufacturers are using light and dark colors.  Between 2006 and 2009, for example, Salem cigarettes phased out their packages labeled with words (top) and moved to color based differentiation (bottom):

Marlboro has issued a “cheat sheet,” showing the move from descriptors to colors:

This is a very strategic move on the part of cigarette manufacturers, who know that the colors give consumers the same impression as the words.  At least one study has shown as much:

Scientists at Roswell Park Cancer Institute in Buffalo, N.Y., studied 197 smokers and 200 nonsmokers who were shown two mock cigarette packs, one light blue and one dark blue.

They were then asked, “Which one would you buy if you were trying to reduce the risks to your health?” Eighty-seven percent of those surveyed selected the lighter-shaded pack, while just 8 percent chose the darker-shaded pack.

The New York City Health Department is trying to combat this new strategy with commercials aimed at exposing it:

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.

We’ve written several posts about how the words “nude” and “flesh” tend to be used to refer to colors associated with light-colored skin.  For examples, see our posts on “flesh-colored,” Michelle Obama’s “nude” colored dress, the new in-color, “nude is the new black” (and by black we mean white), lotion for “normal to darker skin,” and color-assisted medical diagnosis.  Readers have sent in an additional example and several counter-examples.

Catherine M.P. snapped this photo of an ad for Ripley in Santiago, Chile (she says English is often used to make a product seem “edgy”):

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.

Fox sent us this image from a Sephora email; clicking on the various skin tones would take you to a section on makeup for your complexion:

What struck Fox is how light all three skin tones are. I’m pretty pale — I often match shades with names like “ivory” — and I think I’d still be “medium” toned according to this graphic. Also, all three women have pretty similar, stereotypically Caucasian, facial features.

And while any skin tone categorization is going to throw together a wide array of shades, in this case, it seems like a lot more skin tones are going to be subsumed under the “dark” category than the others, since it starts out at a pretty light shade and contains every shade darker than that. The options here separate out lighter skin tones from one another pretty finely while throwing an enormous range of skin types together under “dark.” Presumably Sephora conducted intensive research and discovered that while lighter-skinned women required carefully customized makeup color schemes, women with even slightly darker skin can all make do with the same one.

Justin A. B. drew our attention to a Marie Claire fashion slide show titled “Nude is the New Black.”  By “nude” (ironically) they mean, “white-person-color.”  Every single picture featured a tan or cream item.  Every. Single. One.

We’ve been covering this phenomenon.  See our posts on “flesh-colored,” Michelle Obama’s “nude” colored dress, the new in-color, lotion for “normal to darker skin,” and color-assisted medical diagnosis.

NEW! (July ’10): Anna sent in another example, this time an article about Givenchy’s Fall 2010 collection. According to the article (at style.com), “everything was white, flesh-colored, or gold, with a salon dedicated to each shade.” On the Givenchy website, they use the term “nude.” An example of a “flesh-colored/nude” dress:

A group photo that shows the range of colors; the two in the middle are the “nude” dresses:

Also NEW! (July ’10): Juliana B. pointed out that in the May 2010 issue of Esquire an article on haircuts completely ignored Black men, who might not be able to use the suggestions on their hair…but in the June issue, the editor responded to a letter from a reader by acknowledging “he’s right.” They then included a segment on haircuts for Black men:

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.