gender: femininity

From an article in the UK TimesOnline via an article on a bed for little girls called “Lolita.”

Yes, all these t-shirts come in children’s and baby sizes…

aa bb sent us two more images of t-shirts on sale at Target that get at the idea of little girls as spoiled future divas.

“Born to be spoiled.”

“Someday I’ll demand a pony.”

NEW! Natalie K. sent in some more examples of kids’ t-shirts with sexual messages, these from the clothing company Cotton on Kids (she believes it’s an Australian company).

(Found at the Herald Sun.)

(From news.com.au)

These images are of a beer marketed specifically to women in 1953, Storzette by Storz.

From the website:

“In 1953 Storz tried to market a new product for women, ‘Storzette.’ Designed to be a beer for the ladies it was supposedly not too bitter and was calorie controlled. it also came in a smaller can, 8 ounces, which Storz called “Queen sized” and it came in four can packs called “Princess Packs.” The brewery noted that market studies showed that many women felt that the standard 12 oz can provided too large a serving. The beer inside was also different, made to be less bitter than standard beers. The can even had a pink orchid pictured on it to help it appeal to women. It’s initial test market results in San Diego seemed positive, but in the end the effort was not successful and Storzette did not last long on the market. As a result, the little can with the orchid is very scarce. Storz also used a slogan on its regular cans for awhile in the 1950s, “the Orchid of Beer” which has to be one of the more unusual beer advertising slogans.”

Pink camo + Dora the Explorer = cutesy toughness for little girls.

Pink camo + vinyl pants = sexy.

Special edition Hard Rock Barbie with pink camo punk-ish outfit and guitar. This could also be used as an example of the commodification of countercultures.

This print, on a girls’ outfit, is called “butterfly camo.” Note the spots are butterfly-shaped.

Did you know there’s a website with tons of pink camo clothing?

I found all these here.

This is a nice compliment to our post of the t-shirt with pictures of safety pins on it (an example of the co-optation of punk culture):

When you’re so tough that you are compelled to hang a razor blade around your neck, but not so tough that you want an ouchie.

This one is a nice example, also, of the way in which we “play” with gender by collapsing traditionally distinct ideas (masculine toughness symbolized by the razor blade and sweet femininity symbolized by the heart) (see also sparkly camouflage, trucker hats with the word “princess” written across them, and pink sports jerseys).

Buy the fake razor blade jewelry here (or don’t).

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.

A friend of mine, Jason Schultz, took this picture of this sign being sold in a toy store:

Jason suggested that it re-affirmed the notion that men and women are inherently at odds in a zero sum game

It is certainly androcentric in that it suggests that, in this case, girls should be proud of what they do insofar as they do what men have “traditionally” done.

And, to tie these two thoughts together, that girls should be proud when they take away what is “traditionally” men’s.

What do we really think about “girl power”?

The Dodge La Femme (1955 and 1956):

Here are some pictures of some restored La Femme’s:

Pink rosebud patterned upholstery:

It even came with matching accessories!

An umbrella and raincoat:

A compact:

A coin purse:

I think showing this car would be interesting in comparison with the contemporary marketing of feminine guns (see Gwen’s post here). The guns look surprisingly like the car.

It would also be interesting, I think, to do a discussion about whether and how they market cars to women today. They do, of course, but the ideal femininity has changed and so, therefore, have the cars. Women, though, haven’t changed very much. One of the reasons that the La Femme didn’t sell was because women were, frankly, offended.

NEW (Jan. ’09)!  I found this effort to market cars to women from 1969, the “women-winning” Barracuda with “pop prints” and “gals in mind”!

NEW! (Nov. ’09): Tim McC. sent in this trailer for a Volvo concept car specifically for women. It’s really interesting to compare the marketing of a car to women in the 1950s versus today.

Notice that while beauty is still important, today there’s also an emphasis on the car being tough–but not too tough, not brutal.

Tim adds,

YCC has some fairly significant design decisions (some arguably limitations) that seems to imply certain things about the intended market. For example, the car has no hood that can be opened by the owner. Instead, the car must be taken to the shop for engine maintenance and oil changes. The tires are also run-flat, meaning that the tires will continue to work after a flat, again so that the car can be taken to a garage for the tire change. This seems to imply that the company assumes that women are too ignorant or too afraid to fix their own mechanical problems. This also implies that DIY work on engines or really any technological product is a male pursuit. Keeping women from working on engines seems to say that women shouldn’t have to even consider working with technology. It also features automated parallel parking (a feature common on luxury cars, but prominently emphasized in the materials), which may carry sexist undertones å la the “woman driver” stereotype. The drive train is hybrid-electric, which implies that environmentalism is a feminine concept.