media: marketing

There’s a gem of an observation in Arlie Hochschild’s classic book, The Managed Heart.  She observes that, at the same time that airlines try to ensure that planes take off with every last seat occupied, advertising for air travel typically does not depict fully booked flights.  Frequent passengers covet the flight with an empty seat to their left or right, so marketers make sure that ads and commercials suggest that they might get lucky.

Here’s how American Airlines depicts the experience of flying (from a Google Image search of “cabin” on aa.com):

What a great example of not-quite-truth in advertising.

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.

In May we featured a block of cheese that inspired quite the response.  Riffing off the name “Monterey Jack,” a company was selling “Monterey Jill”: the same old cheese, but reduced fat.  It was an excellent example of the way dieting is feminized.

People — myself included — were pretty stunned to see gendered cheese; who knew this was going to be a thing.  In fact, Liam sent us an example of gendered string cheese with the exact same theme: there’s string cheese animated by a male character and reduced-fat string cheese animated by a female character.  Also, they’re surfing; aaaaaand I have no analysis of that.

Thanks for reminding the ladies to be worried about their waistlines cheese people!  It’s not as if we don’t get that message absolutely every time we turn around!

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.

Fashion designer Vera Wang is known world-wide for her bridal gowns, costing from thousands of dollars to tens of thousands of dollars.  She opened her first store — in New York City — in 1990.  In 2011, her gowns started appearing at the discount David’s Bridal, for as little as $600.  Today she has a line at Kohl’s.

Why would someone who can sell a $25,000 wedding dress turn around and sell their name to a low-end department store?  The answer has to do with money, of course, but it also tells a story about class and distinction.  Typically trends start at “the top” with wealthy and high-profile elites.  Elites embrace an expensive new look, designer, or product (e.g., men and high heels) in order to distinguish themselves from the rest of the population.  The rest then imitate the trend-setters, such that the trend diffuses down throughout the population one class strata at a time.  That’s why Wang’s David’s Bridal and Kohl’s collections are called “diffusion lines.”

Vera Wang is hanging in there, but lots of trends die when they diffuse down to the working class.  If the working class can take part in the trend, the rich can’t use it to show that they’re special (which is why they sometimes defend their exclusive rights).  So it gets dropped.  Once the elites move onto something new, the process begins again.

Interestingly, Whitney Erin Boesel, writing for Cyborgology, applies this process to cell phones, or what are better described as “mobile devices.”  It applies, of course, to the never-ending stream of newer, faster, shinier devices, but also to the very idea of a cell phone/mobile device.  As much as we make fun of the clunky cell phones of the 1980s and ’90s, very few people had them, so having one suggested that you were a Very Important Person. She writes:

When you picture someone using one of those cumbersome early cell phones, whom do you picture? Is it a white guy in a suit, maybe wearing a Rolex and 1980s sunglasses? Yeah, I thought so. When they first came out, cell phones — like pretty much every brand new, expensive technology — were status markers. A cell phone said, “I am wealthy, I am powerful, and I am so important that people must be able to reach me even when I am away from my home or office.”

Today, of course, though certain models do a little to distinguish one user from another, the possession of a mobile device doesn’t signify elite status.  As Boesel points out, more people have cell phones than toilets.

Enter Google glass.

Slate reports that Google co-founder Sergey Brin is arguing that smart phones are “emasculating.”  Using masculinity is a metaphor for power, he is appealing to the elite to move on to the next technology.  A smart phone, in other words, “no longer signifies [that is a person is] a member of the power elite.”  It’s a pretty snappy — and downright Bourdieuian — way of marketing a new technology to the very people who will drive its success.

Brin starts his discussion about this at 4 minutes, 25 seconds:

Cross-posted at Pacific Standard.

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.

Dieting is for women.

I mean we all know that dieting and women go together like peas and carrots.  We know this — collectively and together, even if we don’t agree that it should be this way — not because it’s inevitable or natural, but because we constantly get reminded that women should be on diets and dieting is a feminine activity.

@msmely tweeted us a fabulous example of this type of reminder.  It’s a reduced fat block of Monterey Jack cheese, re-named “Monterey Jill.”  There’s curvy purple font and a cow in pearls with a flower, in case you missed the message.  And, oh, on the odd chance you thought that this was about health and not weight, there’s a little sign there with a message to keep you on track: “Meet Jack’s lighter companion.”

So now we’ve gendered cheese and managed to affirm both the gender binary  (heavy vs. light), heterocentrism (Jack’s companion Jill), and the diet imperative for women.  And it’s just cheese people!  Cheese!

That is all.

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.

Cross-posted at VitaminW.

In 2006, The Walt Disney Company bought the computer-animated feature film powerhouse Pixar.  This makes the lead of their most recent movie, Brave (2012), not just a princess, but a Disney Princess.  Merida is having a royal coronation at the Magic Kingdom this morning.

For her coronation, the princess has gotten a good ol’ Disney makeover. On the left is the new Merida (“after”) and on the right is the old Merida (“before”).  Notice any differences?

Here are the ones that I see:

• Sleeker, longer hair with more body
• Larger eyes and more arched eyebrows
• Plumper lips
• A thinner waist
• More obvious breasts
• An overall more adult and less adolescent appearance
• Lighter colored and more ornate gown
• A lower cut neckline that also shows more shoulder
• Perhaps most symbolically, her bow and arrows have disappeared in favor of a fashionable belt

We’ll add the new Merida to our always-growing collection of toys and logos that have received sexy make-overs.  You’ll love this Pinterest page, featuring a surprising set of newly sexy characters, including Care Bears, Polly Pockets, Holly Hobbie, Strawberry Shortcake, My Little Pony, Rainbow Brite, Cabbage Patch Kids, Dora the Explorer, and the Trollz.

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.

Clearly depicting a sexual encounter between two women, this billboard — posted on Doheny Drive in Los Angeles — looks like it would undermine heteronormativity: an invisibility of same-sex sexual and romantic relationships.

In fact, I don’t think it does.  For one, the aim of the advertisement is to appeal to male consumers. The women’s appearance is in conformity with the demands of the hypothetical heterosexual male gaze.  They have long groomed hair and are wearing sexy lingerie and make-up. They are arching their backs and sticking out their busts and butts. The performance of male gaze-compliant femininity is clear, making the male viewer an implicit part of the advertisement.  This enforces heterosexuality and promotes heternormativity instead of undermining it.

Moreover – and stay with me here – that implicit male manifests himself symbolically in the shaft of the champagne bottle.  The woman’s hand gripping the bottle turns this image into a depiction of a threesome rather than a lesbian encounter. This billboard, then, reinforces heterosexuality instead of disrupting it.

Cross-posted at Osocio.

We’ve been covering the saga of Russian protest punk group Pussy Riot for over a year now. The feminist collective performed guerrilla musical protests around Russia against Vladimir Putin. One in particular, in a church, ended with members Nadezhda Tolokonnikova and Maria Alyokhina sentenced to two years imprisonment for “hooliganism motivated by religious hatred”. The human rights implications of this sentence attracted much worldwide attention, with Amnesty International and celebrities like Sting, Yoko Ono and Madonna speaking out for the women.

But something else happened. The “Free Pussy Riot” movement, with its iconic knitted balaclavas and provocative language, became a popular meme. The cause célèbre was even appropriated by the fashion industry.

Which is what makes this video by Blush lingerie an intriguing conundrum. While it legitimately promotes the freepussyriot.org fundraising site to help the women, it is also promoting a product using a woman’s sexuality as the bait:

On the first anniversary of the Pussy Riot concert in the Cathedral of Christ the Savior, the Berlin based Lingerie label blush supports the free pussy riot movement with a sexy protest march through icy Moscow (-15° C). Support Freepussyriot.org!

This is no Femen action, in which women’s bodies become weapons of protest. It is a commercial for sexy underwear that pays for its appropriation of a radical feminist cause by directing people to that cause.

Is this irony?

Tom Megginson is a Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. He is a specialist in social marketing, cause marketing, and corporate social responsibility. You can follow Tom at workthatmatters.blogspot.com.

In an article titled “Egos Inflating Over Time,” psychologist Jean Twenge and her colleagues show that rate of narcissism among U.S. college students has risen significantly. Narcissism is a “positive and inflated view of the self.” Narcissists are attention-seeking extroverts who have a high opinion of their value, importance, and physical attractiveness. They feel entitled to admiration from others and may act aggressively if they don’t receive the attention they feel they deserve.

Twenge and her colleagues found a 30% increase in narcissism between 1979 and 2006; almost 2/3rds of college students in the mid-2000s were above the mean score reported in the early ’80s.

I can’t help but think of her research every time I see a current commercial for the iPhone 5. What strikes me is the message that every moment of our lives is so amazing that it would be a horrible shame to not share it with everyone:

We can share every second… a billion roaming photojournalists uploading the human experience, and it is spectacular…

And that we should feel entitled to the technological ability to share ourselves:

I need to upload all of me.  I need — no, I have the right — to be unlimited.

Wow. I mean, that’s some pretty serious self-importance there.

Twenge and her colleagues argue that the increase in narcissism is related to the fact that American culture has increasingly celebrated individualism.  This is exactly the kind of message that they might point to as reflecting the cultural dimension of this personality shift.

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.