gender

Yvette, Kari B., and Yet Another Girl all sent in links to articles about Dove Ultimate Go Sleeveless deodorant. The campaign for the deodorant focuses on the fact that it supposedly makes your armpits look better. Here’s one commercial (via The Consumerist; it’s not the best illustration of how much Dove is pushing the attractiveness angle, but it’s the only commercial from this ad campaign I could find):

According to research cited on Dove’s website, 93% of women think their underarms are unattractive and thus may refuse to wear sleeveless clothing.

Libby Copeland at Slate sums up what’s going on here:

Dove’s empowerment-via-shame marketing approach for Go Sleeveless has its roots in advertising techniques that gained popularity in the 1920s: a) pinpoint a problem, perhaps one consumers didn’t even know they had; b) exacerbate anxiety around the problem; c) sell the cure.

Ladies, it’s not enough to shave and deodorize your underarms. They need even more prettification than they’ve been getting. How this deodorant does that, I don’t know. But it does. You’re welcome.

Stephen Colbert discussed Dove and advertising based on insecurities recently:

In the center of this picture is my Great Grandmother, Adalene. I was quite young when she died, but I do remember her, frail and white-haired, threatening to spank me. I didn’t believe her, and was duly surprised at what came next.

This picture pleases me.  It reminds me that women always had heart and spunk.  That we’re all young once.  That we’re not so “advanced” today; women were always awesome.

This is why the title of Buzzfeed‘s framing of a photographs of women basketball teams from the 1900s is so disappointing:

Liz Babiarz, who sent in the link, asks what’s so funny.  I have to agree.  They aren’t “strangely funny”; they’re awesomely awesome!

Many more at Buzzfeed.

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.

Elyse Mc.D. sent in this graphic based on data from the Stanford Center for the Study of Poverty and Inequality that summarizes a number of aspects of inequality.

You can get a larger version here. I took screencaps of three of the figures I found most striking:

Via.

In a society where being fat is considered a personal and social tragedy, it is difficult to imagine that anyone would be fat on purpose.   But if fat makes a person socially ineligible for the sexual gaze, then this can be quite functional for a couple of different reasons.

Women who find men’s sexual attention especially disturbing or scary, sometimes report gaining weight on purpose.  Being fat, they hope, will protect them from being looked at, unwanted touching, and sexual assault.  In a study by sociologist Julie Winterich, a lesbian suspects that she gained weight for this kind of purpose:

You know, I remember thinking one time, maybe one of the reasons I’m overweight is so that men would not be attracted to me, because I knew that I wasn’t attracted to them.

Another reason to become or remain fat would be protect oneself not from the attention that comes with the male gaze, but the fear that you would not be lovable, even if thin.  Being judged as sexually-unacceptable, in this scenario, is less terrifying than being judged as simply unacceptable.   This was the idea expressed in a recent confessional PostSecret postcard:

Source: Winterich, Julie. 2007. Aging, Femininity, and the Body: What Appearance Changes Men to Women with Age.  Gender Issues 24: 51-69.

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.

Alli sent us a link to a vintage ad posted at BoingBoing that reminds us, in the wake of the Abercrombie Kids push-up bikini top fiasco, that encouraging young girls to act like adult women, including wearing lingerie, isn’t a brand-new phenomenon. The ad, from 1959, offers bra and panties set for girls sizes 2-12:

Initially posted by Mitch O’Connell.

I wonder how this ad would have been perceived in 1959. Creepy? Just an example of harmless childhood mimicking of adults? How do we draw the line between the two?

Sonita M. sent in a link to an image at GOOD that shows the makeup of the U.S. Senate and House of Representatives now in terms of various characteristics (race/ethnicity, gender, political party, religion) and what it would look like if its members were more demographically representative of the U.S. population as a whole:

As they point out in the accompanying article, however, the area where Congress most differs from the U.S. population as a whole is in terms of socioeconomic status. The average wealth of members of Congress, according to OpenSecrets.org (they don’t specify if it’s the mean or the median, so I presume it’s the mean):

For the U.S. as a whole, median wealth was $96,000 in 2009 (the mean was $481,000), according to the Federal Reserve (via CNNMoney).

Lauren S. sent in this ad for a used car dealership that ran in the London Free Press, a free newspaper in London, Ontario. The ad compares used cars to sexually experienced women with the lines, “You know you’re not the first. But do you really care?”:

As Lauren points out, it’s blatant objectification of women, but “in addition to objectifying women to sell vehicles, this campaign suggests that a woman’s sexual past is equivalent to depreciation.”

I suppose someone could argue that the message that you shouldn’t “care” whether your women/cars are “used” rejects the sexual double standard, but the objectification and the implication that non-virgin women are “used” undermine any apparent rejection of that double standard.

It’s not the first time we’ve seen this type of ad for used cars; we previously posted a BMW ad, but in that case, I suspect (though we’ve never been able to confirm) that it might have been a spec ad made by an ad agency but never actually used by BMW. In this case, Lauren actually saw it in print.

UPDATE 1: Well, I must give Dale Wurfel some credit. He is apparently an equal-opportunity objectifier. He ran a second ad that uses a man instead of a woman:

Via Wheels.

Of course, equal objectification doesn’t necessarily have equal effects. We live in a world with a sexual double standard. Calling a woman “used” resonates culturally in a way that it simply doesn’t for men, because we don’t punish men for sexual experience in the same way.

UPDATE 2: Lauren let us know that the car dealership issued an apology:

UPDATE: Comments closed.

In this TED video sent in by BlackCat and Chana Messinger, Tony Porter gives a nice introduction to what it means — for men, women, sons, and daughters — that men are confined by the dictates of masculinity.  (Trigger warning: at about the 9 minute mark, there is a story about a sexual assault.)

Transcript after the jump (thanks to DECIUS for posting it in the comments).

more...