media: marketing

Cross-posted at Sociology Lens.

A number of researchers suggest that the marketing and advertising of Gardasil has been aimed at girls and women instead of boys and men. In this post I discuss two contradictory messages aimed at women through these advertisements.

The first type of ad focused around the protection of young girls. The makers of Gardasil imply that being a good parent means vaccinating your daughter and therefore protecting her from cervical cancer (an observation also made here at Sociological Images). For example, one advertisement read, “How do you help your daughter become one less life affected by cervical cancer?” Another advertisement had a similar sentiment, stating “Your daughter can’t possibly know the importance of the cervical cancer vaccine, but thankfully, she has her mother” (source).

This narrative of protectionism is not surprising. In other contexts, like sex education debates, the discourse about adolescent sexuality, and in particular, girls’ sexuality, reveals a desire to protect their “innocence.”

The other type of ad moves away from the narrative of protectionism and focuses on empowerment and choice. One ad stated, “I chose to get vaccinated after my doctor to me the facts” (source). Another ad read, “I chose to get vaccinated because my dreams don’t include cervical cancer” (source).

Instead of focusing on the ways in which girls and women can be protected, the ads suggest that girls and women need to protect themselves. It seems like the advertising department at Merck (the makers of Gardasil) recognize that they needed another strategy if they wanted to appeal to young women who feel empowered about their sex lives.

These two strategies are opposed to one another. One strategy suggests that girls and women need to be protected, while the other strategy relies on the ability of girls and women to be active and educated decision makers. Merck is tapping into two gendered narratives in order to sell to as many people as possible. This is, of course, the way that advertising works. But it does reveal the different, and sometimes contradictory, cultural ideas about women’s sexuality, ideas that advertisers will draw on in order to make a profit.

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Cheryl Llewellyn is a Ph.D. candidate in sociology at Stony Brook University.  She writes for Sociology Lens, where you can read her post about the feminization of the Gardasil.

In a now-unfamiliar advertising strategy, this 1936 Thanksgiving-themed ad for whiskey suggests you make the scientifically “wholesome” choice: Seagram’s Crown.

Partial transcript:

Months of research by a group of trained, impartial men brought the answer: Seagram’s Crown Whiskies, used in moderation, are kind, considerate whiskies, and most likely to agree with the average man… they are thousands of men’s choice AS A MOST WHOLESOME FORM OF WHISKEY, besides!  Choose them at the bar for your present pleasure without future penalty.

I’d like to practice… er, review the research methods.

Found at Vintage Ads.  Just for fun, see also: Whiskey-flavored toothpaste.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

***TRIGGER WARNING for racism and enslavement***

Last month I posted about the human zoo captives popular during the 1800s and early 1900s in Europe and America.  Today I discovered an archive documenting the capture and display of members of a Burmese ethnic minority, the Kayan (also called Padaung), who have historically practiced neck-lengthening.

The archive, at Sideshow World, includes posters from the Hagenbeck-Wallace Circus and the Ringling Bros. and Barnum and Bailey Circus, as well as promotional photographs of the captives.  This material typically referred to the women as “giraffe-necked.”

Promotional posters:

Promotional photograph:
This political cartoon reveals the degree to which the “giraffe-necked woman” had become a well-known icon in the U.S.:

These women and the many others from various parts of the colonized world were typically kidnapped from their communities and put on display.  Many died young, exposed to diseases their bodies were not prepared to fight.  In some cases their remains — sometimes preserved as “freakish” samples — are still being repatriated.

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 internet is exciting, in part, because it offers people an opportunity to produce as well as consume content.  This is why it’s sometimes called “democratizing”; it spreads around the power to influence our collective conversations.

One reaction to the new Honda Fit She’s illustrates a form of resistance through the production of media content.  The She’s is a 1950s throwback being marketed to women in Japan.  In addition to coming in several shades of pink and the inclusion of a heart in the logo, it has pink stitching inside, windows that cut ultraviolet rays (to prevent wrinkles) and a special air conditioning system designed to improve skin quality (to erase wrinkles).

A website, called IdeasForHonda, has emerged in response.  It mocks Honda’s stereotyping of women with satire, offering its own ideas for what women want. Here are some of the entries:

This is just part of  a wider internet response to the She’s and this type of reaction has prompted companies to make changes.  Recently, for example, Gap pulled a t-shirt with the phrase Manifest Destiny and we’ve posted about successful resistance to the Obama sock monkey, the Pretzel Crisps “You Can Never Be too Thin” ad campaign, Nivea’s “Re-Civilize Yourself” ads, and the Abercrombie push-up bikini for kids.  Here’s to democratization.

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.

About a gazillion twitterers and three readers — Andi, Ria, and Jenna B. — have asked us to comment on the new Honda Fit She’s begin marketed in Japan. It’s a car. For ladies. It’s pink.  It reduces wrinkles. The apostrophe in the logo is a little heart. Etc.

My only response to this is: “how very la femme!”  Dodge La Femme that is.

The Dodge La Femme  was sold for two years in the U.S. — 1955 and 1956 — and could be considered a fore mother to the She’s.  We originally posted about it in 2007.

Here is some of the advertising:

Pictures of a restored La Femme from a fan website show that the car was indeed two-tone pink, with pink rosebud patterned upholstery, and a matching umbrella, raincoat, a compact, and coin purse.

One of the reasons that the La Femme didn’t sell was because women were, frankly, offended.  Gender politics are different today, and they’re certainly different in Japan than they are in the U.S., so it’ll be fascinating to see how the She’s is received.

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.

Dolores R. and Kelly S. alerted us to Ellen Degeneres’ ridiculing of the new Bic product, “Bic for Her” (yes, a real product, if you hadn’t heard).   Gentle but straight up, it’s worth four minutes of your time:

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 few years back we featured a series of Playboy drawings from the 1960s and ’70s that trivialized the social movements of the time: feminism, the anti-war movement, native rights, and the civil rights movement.  You should really go take a look; they’re something else.

In any case, Peter from Denmark sent in another example from the same time period.  A 1970s JC Penney ad for pants; “slack power” is a reference to “Black power” and it’s no coincidence that an African American man is modeling.  Notice, too, that it calls the pants “anti-establishment” in the bottom right.

While companies like Komen are getting a lot of critical attention these days for turning cancer awareness into consumption, this strategy has been around a long time.

For examples of appropriation of feminism, see these framing consumption of clothes, make-up, jewelry, cigarettes, magazines, and cosmetic procedures as expression of freedoms.

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.

Well, first, they’re not baby carrots.  The two-inch carrots marketed as juveniles are actually pieces of regular sized carrots that are cut off and shaved into a “baby carrot” shape.  So, there’s no reason to expect the babies to be fresher, more tender, or sweeter. (Sorry, baby carrot lovers.)

But revealing how baby carrots are made is only Part I of the answer to the question of where they come from.  Who had the idea to make “baby carrots” and for what reason?

It turns out the idea came from a grower named Mike Yurosek.  According to Douglas McGray at Fast Company, it was grocery stores that pushed Yurosek to invent the baby carrot.  McGray writes:

…Yurosek had become frustrated with all the waste in the carrot business. Supermarkets expected carrots to be a particular size, shape, and color. Anything else had to be sold for juice or processing or animal feed, or just thrown away. Yurosek wondered what would happen if he peeled the skin off the gnarly carrots, cut them into pieces, and sold them in bags.

He whipped up two prototypes: the baby carrot with which we’re all familiar and “bunny balls,” 1-inch round carrot bites.  Somehow the latter didn’t catch on.  The rest is history.

Thanks to Annie C. for sending in the link!

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.