food/agriculture

In the theme of selling everything with sex, I present Del Monte’s “fruit undressed” campaign.  First I saw this along the side of a webpage I was perusing (for you, readers, for you):

Damn it; I clicked.  The product is, like, a reinvented fruit cocktail:

It’s being marketed with these ads suggestively suggesting that the fruit is nude:

Notice that that last one is referencing Mardi Gras.  Flash those pineapples, baby!

But don’t get too cocky, the ad campaign reminds us, you still look fat in clothes and should be horribly insecure about it:

Yeah, so sexual objectification and hatred of women’s bodies all in one!  Just to sell fruit cocktail!

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.

I can imagine a world in which gender difference did not translate into gender inequality… a world in which feminized tasks — nurturing others, creating beautiful and comfortable homes, cooking delicious, nutritious meals, and adorning oneself for the pleasure of oneself and others — were actually valued and, importantly, both respected and compensated in ways that reflected that value.

But alas. We don’t live in a world in which gender difference co-exists with gender equality. We live in a world in which boys go to the moon; and girls are princesses…

…at least, according to these “cookie pans” sent in by both Ash and Karen A.:

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.

Anna sent in another example of a brand marketing itself as for-manly-men-only.  Add this one, featuring McCoy Crisps, to some of our other examples: Dockers, Klondike Bar, Alpo, Oberto beef jerky, and Ketel One.

The first thing that the McCoy Crisps Pub site requires is that you tell it what kind of shoes you’re wearing:

If you answer “incorrectly,” the website says: “No, not right.  Get inside and learn how to be a real man.”

When you enter the online pub, the first thing you see is a woman that you are supposed to be disgusted by.  Immediately a set of beer goggles flies up onto your face (because you wouldn’t want to look at her for more than a split second, apparently):

Then you see this (phew! that was close!):

Alongside playing darts, drinking games, and playing manly trivia, you can get tips on how to be more manly.  Such as “How Not to Look Like a Girl Watching TV” and “How to Get Away with Not Ironing”:

And you can also take a manly quiz to find out how manly you are.  The quiz nicely tells you exactly how you are allowed to behave and what you are allowed to like.  Some examples of questions:

So being a guy means manipulating women with puppies, making fun of your brother-in-law for being a good husband and father, making women cook for you, eschewing personal grooming and healthy eating as much as possible, objectifying women, and enjoying the Pirelli company calender.

Oh, and, if you haven’t seen the Pirelli calendar, you really, really, really don’t want to click here (NSFW; trigger warning).

So there you have it: another marketing campaign that assumes that men are stupid, shallow, sexist, sport-o-holics.  I don’t understand why men tolerate 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.

The vintage ad below is another great example of how “tasty” is socially constructed (i.e., culturally- and historically-contingent). If I’m not mistaken, this ad for canned deviled ham is suggesting that it makes a great sandwich when combined with jelly:

For more fun food-related examples of social construction, see our posts on meat-flavored gelatin, savory veggie jell-o, vitamin beer, cucumber flavored soda, soup for breakfast, and 7Up milk.

Source: Vintage Ads.

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.

It turns out that reports of white ethnic identification on the U.S. Census shift so dramatically over time, that simple demographic change cannot account for them.  Instead, (especially) white people, who can largely pick which of their ethnic ancestries to emphasize at any given time, are inconsistent.  Accordingly, ethnicities fall in and out of favor.  For example, German became quite unpopular during World War II.  Similarly, American Indian rose in popularity in the 1960s.  Today, many people proudly report their Irish ancestry, but there was a time in American history when one might keep it a secret if one could.

In Blue Collar Bayou, Jaques Henry and Carl Bankston III describe the recent resurgence of Cajun identification in Southern Louisiana.  They explain that, between 1975 and 2000, there was a 300% increase in the number of people who identify as Cajun.

Cajuns are a people who settled in Southern Louisiana after being exiled from Acadia (now Nova Scotia, New Brunswick, and Prince Edward Island) in the mid 1700s.  Mostly poor, for a very long time “Cajun” was a bad thing to be and negative stereotypes abounded.

Henry and Bankston explain that for most of their time in Louisiana, the portrayal of Cajuns was “solidly pejorative” (p. 65). They write:

Their Canadian origin, the dire circumstances of their settlement, and their early status as destitute refugees also set the Acadians apart from other white groups in Louisiana… [who] generally held higher socioeconomic positions… These groups… viewed the Acadian, and later Cajun, community as distinct and of little worth.

At the time, their food was described as “adequate.”

It wasn’t until the 1960s that these negative stereotypes started to change and now Cajun ethnicity, country, music and, especially, food is wildly popular:

Today Louisiana’s biggest problem isn’t getting people interested in Cajun food, it’s policing all the imitators.  Products labeled “Cajun” are so profitable today that the Louisiana legislature is trying to combat the “fake Cajun [product] problem” by using a logo on all Louisiana products that says “Product of Louisiana Certified Cajun“:

The new popularity of Cajun food can be attributed in part to efforts by the Louisiana tourism board and a handful of celebrity chefs, like Paul Prudhomme, who had the resources, skills, and business acumen to transform the food into a cuisine.

A nice example, I thought, of the social construction of both food and ethnicity.

Images here, here, and here.

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.

They engineered this, it seems perfectly reasonable (all that squatting for the crisper?), so why does it seem so bizarre!

I postulate that one reason that the cabinet refrigerator never caught on was because of standardization.  Most new homes are built to accommodate a stand-up fridge.  Home builders would have to choose: stand-up or cabinet level?  Whatever home builders chose is what most home buyers would go with, unless they re-modeled their kitchens.  Standardization, while quite useful, can also kill innovation.

NEW (Apr. ’10)!  Another example (bottom left):

(Both images from Vintage ads: here and here.)

ALSO NEW (Apr. ’10)! In the comments, ckilgore linked to a photograph of her grandma’s kitchen… that totally had, and still has, one of these fridges! People in the comments had lots of good reasons for why it was impractical… but I still think it’s cool:

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.

Example One: Is it me, or do the bare buns in this ad seem just a little bit child-porny?  It’s a nice example of how our sensibilities change; these days there is a loud and ubiquitous discourse around children’s vulnerability to sexual exploitation.  A discourse that, I think, would make this ad inappropriate today.

Example Two: After decades of anti-smoking public health initiatives which included, along with health warnings, the association of smoking with bad breath, yellow teeth, and stinking clothes and hair, I somehow don’t think food would be marketed with a cigarette in its mouth (1950).

Example Three: This candy ad begins “Some tigers eat people.  I eat tigers.  His tail was 3 chocolates longer.”  Then, it continues, “P.S. I made a gun from the tube.”   Today, in most parts of the U.S., childhood innocence is no longer marketed with firearms.

Source: Vintage ads (here, here, and here) and Found in Mom’s Basement.

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.

The Marital Bliss Bar, sent in by Chenoa A.:

The description of the candy bar at the source says:

Here’s a sweet way for “soon-to-be-married” or “brand-new” grooms to get used to the fact that they’ll have to re-learn how to calculate percentages once married….talk about new math!

So, just to be clear, the narrative is:

Guys… in marriage, women get more; getting used to it is the only way you’re going to be happy.

Turns out the data suggest otherwise.  The following things are true, on average:

1.  Married men are happier than unmarried men.  But the opposite is true for women.  Unmarried women are happier than married women.

2.  Women are more likely to file for divorce than men and, after divorce, women are happier, while men are less happy.

And yet, time and again, we’re told that getting men hate the idea of getting married and are wives are such a drag (see here and here for examples).

(One of the reasons, by the way, that women are less happy in marriage is because they do a disproportionate amount of housework and childcare.)

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.