media: marketing

It’s that time of year when we savage the world with our unbridled consumerism. If it’s not a Black Friday stampede at Target, it’s a news story of a shopper who camped out in front of a Best Buy for over a week to score some discounted gadgets. Everywhere you turn consumers are whipped into a frenzy, children’s eyes are glazed over as they think of what gifts they’ll open, and romantic partners are stressed over what they will give their loved one to demonstrate the depths of their love.

When consumerism is exaggerated, as it is this time of year, it’s easier to see the cultural scripts and rituals that surround it. These cultural scripts tell us:

1. How to feel when we come into a lot of money or even just get a good deal
2. How to act when we receive a gift
3. And how to impute love from inanimate objects.

1. The Rapturous Consumer Windfall

Next to presentations of sex and bad karaoke there is arguably no other scenario played out on television ad nauseam more than the consumer windfall. Turn on your TV right now, and find an advertisement or game show and you will almost certainly see someone falling to their knees, eyes full of tears, as they praise the gods of capitalism for blessing them.  Bob Barker (er, Drew Carey) play the role of Benny Hinn in this consumer revival smashing their open palms on the foreheads of game show contestants as they exclaim, “The. Price. Is. RIGHT!” (Watch at 0:51):*

Television advertising is a wellspring for this type of consumer exaltation. The best example of this consumer rapture is the @ChristmasChamp campaign from Target. Watch the video below and you tell me; is this woman having a consumer-gasm or what?**

Maybe it’s just me, but this ritualized consumer rapture gives me the heebie geebies.

2. The “Show Us What You Got” Photo

Leaning on the arm of your parent’s love, seat slightly sauced, your aunt turns to you and says lovingly, “oh show me what Santa brought you!” After you halfheartedly motion to the pile of loot on the floor she puts her glass down, grabs the family Polaroid and says, “Let’s take a photo to send to [fill in name of absentee relative].”

If we were to flip through your family photo albums I bet we’d find page after page of people cheesing with their unwrapped gifts held head level. This obligatory photo is the classic post gift exchange cultural script. Somehow a gift is only properly received when there is a photo to document it.

From my point of view, it is strange that we take photos of the things we receive during holidays which are tangible and will be around well after the event. But many of us don’t take photos of the moments with our loved ones that won’t linger and fill up our closets.

3. The Hand Dance of Love

Does he love you? Does your hand show it? The holiday season is a time when many will pop the question and boy do advertisers know it. While the issues surrounding jewelry ads are well documented on this site, I’d like to talk about the hand dance women are socialized to do after their love has been verified by an appropriately large shiny rock. After a woman says “yes,” she walks around with one arm sticking out like a zombie for the next few months doing the hand dance. This cultural script dictates that women flaunt their recently acquired diamond ring and then all women in their surround give their requisite “Oh, that is GORGEOUS!” There is a sad sizing up that goes on here, where women are shamed or praised for the size of ring bestowed upon them.

In Conclusion

Most of these cultural scripts and rituals go unnoticed or at the very least unquestioned. These acts are the mechanisms through which we objectify the social world and alienate ourselves from our loved ones. So this year why not participate in Buy Nothing Day and double down on some quality time with your loved ones.

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* We should acknowledge that sometimes the people who are receiving these windfalls are desperate and totally deserving. I don’t want to shame or cast dispersions on anyone in this situation, but these are exceptions to the rule.

** Forgive me for sexualizing this, but I mean come on, that’s an apt description. While we are at it, this ad is chock full of sociology. We have an “empowered woman” who uses her power to consume; it’s the classic redirection of feminist energies into consumer. This woman, who appears to be the epitome of the middle class, white, privileged consumer, is flexing her muscles, exerting her power, and being aggressive enough to make Betty Friedan blush… ’cept she is using her power to purchase consumer goods from a capitalist system that creates and maintains her oppression. Maybe it’s just me, but I think feminist scholars would have a (justified) objection if I called this “champ” a feminist. I dunno.

Nathan Palmer is a faculty member at Georgia Southern University, editor-in-chief of SociologyInFocus.com, and the founder of SociologySource.com.

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 image below is an advertisement for Essure, a sterilization procedure for women. It vividly illustrates the heterosexual male gaze in the marketing of birth control: the female observes his leisure experience, while their children play in the background. She sits upright, supporting his head as he lays with his eyes closed. The male’s need to avoid “worrying about unplanned pregnancy”, so he can relax and enjoy a day in the park, takes priority, despite the fact that this procedure permanently modifies the female’s body.

The following video uploaded by Essure offers a more blatant effort to use male perspectives in their marketing:

Using male fears about having their scrotums operated on, the appeal of female sterilization over vasectomies is made clear. “Let’s face it: when it comes to their balls, guys just don’t have any… Essure: because you can only wait so long for him to man up.” While the narrator is addressing potential female consumers, the gaze is again fixed on the (unwanted) male experience of sterilization.  Her experience of the surgical and emotional process of sterilization is erased, meanwhile indulging men’s fears is used as justification for forcing women to take responsibility for birth control.

Christie W. sent in an idea that inspired me to revive our pointlessly gendered products post.  It’s  a fun one.  I’ve added Christie’s submission — a super-pink for-her version of a continuous positive airway pressure machine for people with sleep apnea.

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At this point, the gendering of things like phones doesn’t surprise me, such as this set, sent in by Ben C.:

But really…pink ear plugs?

We seriously need our own earplugs that are “silky soft”? Starchy G., who sent them in, says:

I’ve been told that these things have the extra-feminine side effect of dying one’s earwax pink.

Lovely.

Feminist Philosophers found this delightfully marketed pair of earplugs for, um, I’m gonna guess working class men:

Gendered tape, also from Feminist Philosophers:

Lee D.-T. found these sandwich bags for sale at a Safeway store in Melbourne, Australia. Sandwich bags, people!

Original Will sent in this image of pink computer cables, found at boing boing:

NEW! (Mar. ’10): Marjolaine N. found pink and blue chocolate Easter bunnies:

Michelle at The Red Pill Survival Guide took this photograph of gendered lollipops.  But not just any lollies: “Girls Enchanted” and “Boys Adventure” mixes.  Sigh:

Em wanted to download Style XP to customize Windows XP, but had to decide between men’s and ladies’ versions:

Em says,

The Man theme “gem” and the Lady theme “gucci” look pretty much the same. Still I’m glad it’s called “gucci” so I know it’s for me. Me and my lady friends are going to giggle about it then go online shoe shopping together. I just hope they’ve added extra-easy installation instructions to that version.

Christie W. sent in a pink version of a continuous positive airway pressure machine, and related items, for people, er women, with sleep apnea:

Over a dozen more ridiculous examples, after the jump.

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A group of conservative research institutes led by W. Bradford Wilcox’s National Marriage Project, with support from the Bradley Foundation, have produced a website called The Sustainable Demographic Dividend. They argue:

…the long-term fortunes of the modern economy rise and fall with the family. The report focuses on the key roles marriage and fertility play in sustaining long-term economic growth, the viability of the welfare state, the size and quality of the workforce, and the profitability of large sectors of the modern economy.

The analysis is not important, mostly focusing on promoting religion and marriage (I wrote more about one of the articles here). But they do make a unique appeal to corporate America:

Companies whose fortunes are linked to the health of the family, such as Procter & Gamble, spend billions of dollars each year on advertising. … Executives with oversight across brands should ask themselves a simple question: Do the messages used in our advertising make family life look attractive? Or do they exalt single living? Obviously, it’s in their long-term interest to do more of the former.

And they offer as a positive example this video from Proctor & Gamble, celebrating the company’s 75th anniversary in the Philippines.

One of the essays in the report says,

A turning point has occurred in the life of the human race. The sustainability of humankind’s oldest institution, the family—the fount of fertility, nurturance, and human capital—is now an open question.

Would more of this kind of advertising help to bring back the traditional family?

In this 21-minute talk, Bruce Schneier does a great job of explaining the difference between feeling secure and being secure.  The difference between risk and the perception of risk is one of the things that sociologists in the “social problems” sub-area study.  Whether problems are seen as problems at all, whether non-problems are believed to be problems, and whether they are seen as social (versus individual, for example, or natural)… all of these things must be established by people who have the power to put issues on the agenda and frame them in particular ways.

Schneier’s discussion of security is a great illustration of this phenomenon, and his talk is full of concrete examples and psychological mechanisms that nicely balance the sociological import:

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.

This week I listened to a Freakonomics podcast featuring Economics PhD-student twins, Alison and Steve Sexton.  They had studied the phenomenon of conspicuous conservation, which I’ve defined elsewhere as “the (often lavish) spending on ‘green’ products designed mainly to advertise one’s environmentally-moral righteousness.”  The Sexton’s studied how much people are willing to pay for the conspiciousness of their conservation.

They found that, in places where being environmentally-friendly is looked upon positively, people will spend more (or gain less) to ensure that their conservation efforts are obvious. For example, people will sometimes have their solar panels mounted on the shady side of their house. Why? It’s the side that faces the street. Why have solar panels if no one in the neighborhood can see that you do?  Likewise, the Prius is so popular in part because it is obviously a hybrid; no other car looks like it, so it can’t be mistaken for a “regular” (person’s) car.

I thought of this willingness to pay to display one’s environmental thoughtfulness while visiting Goldstein’s Bagels in La Cañada, CA this week. They had this photograph proudly displayed:

I just love how not only are they paying to keep the highway clean, they’re being rewarded with a big advertisement for their store alongside the freeway, AND they get to take a picture of that sign and put it up for all to see.  It’s win-win-win; a win for the environment and a double win for Goldstein’s.

The Sexton’s argue that all of this conspicuous conservation is probably good.  Competing to be environmentally-friendly translates into more conservation, no matter what the motivation. (Especially as compared to conspicuous consumption; remember the Hummer?)  Accordingly, they suggest that public policy should focus on incentivizing the types of conservation efforts that aren’t visible, like insulation and weather-proofed windows, and leave the showy stuff to the market.

For another example of conspicuous conservation, see our post on faux-oil slicked shoes purchased to benefit the Gulf; on conspicuous consumption, check out the Louis Vitton mommy diva birthday cake; and see this post on conspicuous intellectual consumption.

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.

While men have always had sex with men and women have always had sex with women, the idea that a person could be of a particular homosexual type (as opposed to someone who did homosexual acts) only emerged in the late 1800s (in Western culture anyway).  Even then, it took a very long time for the idea that gay people might be among us to filter through popular culture.  Only after an active gay liberation movement made homosexuality more visible did people actually start to look for it in people they knew.

Accordingly, things that look very “gay” to us today, didn’t look that way before homosexuality became part of our consciousness. In a previous post on this topic, I discuss a vintage soap ad in which two naked men in a public shower have a conversation about “hard” water and “lathering” up.  It seems to have clear gay undertones today (maybe overtones), but it wasn’t meant to suggest homosexuality then.  Likewise, a series of military recruitment posters, sent in by Katrin, might very well trigger the “specter” of homosexuality today, but likely would not have inspired giggles at the time.

More at Scribd.

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.

Dmitriy T.M. and Laura McD. sent in this awesome one-minute clip of 1950s commercials in which men insult their wives’ coffee. There’s something just stunning in the nature of the relationships portrayed. The men seem so entitled to their wives’ service, and so disdainful of her genuine efforts to please him. It’s sad.

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.