media: marketing

Crossposted at Jezebel.

All my life my Grandfather has used the phrase “cotton pickin'” as a slur, as in “wait a cotton pickin’ minute!” and, if he was mad at you (or the dog), “You cotton pickin’…!”

It is debated as to whether the phrase refers to the act of cotton picking, which is tedious and painful work (because the edges of cotton bolls are prickly and sharp), or the people who picked cotton (highly disadvantaged groups, especially black slaves in the American south).

In light of this, it is fascinating that the cotton industry has decided to try and revamp its image by focusing on the act of cotton picking (as opposed to trying to make it invisible).  In this recent Cotton USA ad campaign, sent in by Katrin, cotton picking is full-on romanticized: beautiful people in beautiful clothes decorated in cotton pick cotton in cottony cotton fields:

The image suggests that cotton is beautiful, natural, relaxing, comforting, and comfortable. Indeed, the new tagline for the campaign was: “Soft, sensual, and sustainable.  It’s Cotton USA!” (source).

Interestingly, the U.K. has banned the language of this campaign, arguing that cotton is a highly destructive crop because it is both insecticide- and pesticide-intensive (i.e., not sustainable at all).

In any case, it’s interesting for me, as an American, to see a company try to romanticize an activity so closely linked with slavery.  The Great Grandmother of my co-blogger, Gwen, picked cotton and she said that it was an absolutely miserable job.  The cotton boll itself was prickly and sharp and she had to put her hand inside of the boll and pull the cotton out, such that it would leave both her hands ripped up.  The harvested cotton was carried on her back under a beating sun.  Agricultural labor is punishing, not pastoral.

Today, of course, most cotton in the U.S. is picked by machine, not beautiful 20-somethings (or Great Grandmas).  Most of us would have no knowledge with which to challenge this images so, I suppose, that’s how Cotton USA gets away with such a ludicrous campaign.

See also romanticizing colonialism and our post on how mommies and daddies are baking Goldfish crackers in their comfy kitchens just for you!

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.

College admissions is a competitive business with colleges competing for the smartest, richest, and otherwise most desirable frosh each year.  Administrators have come to realize that “extras” —  e.g., the quality of the gym, the luxuriousness of the living quarters, and the availability of extra-curriculars — now heavily influence the decision making of prospective students.  Among academics and administrators, this is called the “amenities arms race.”  A set of representative images can be found at a slide show about college dorms sent in by Dmitriy T.M. They nicely illustrate the proliferation.

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. sent in this video about the production and marketing of bottled water. It’s a little over-the-top at the beginning, but it brings up a lot of really interesting issues surrounding the selling of a product that is, in the U.S., available to the vast majority of people at a much cheaper price in their kitchen. And yes, I know, some people’s water tastes terrible, etc. etc. The point, in general, still stands that we are spending a lot of money and resources carting water around, and I find the advertising for bottled water fascinating.

Also see The Story of Stuff.

Since I’ve been obsessed in recent months with marketing techniques and the social psychology of shopping, Dmitriy T.M. sent me a video found at Time; in the video Martin Lindstrom argues that sound can be used to encourage shoppers to buy more items.

So if you need to increase sales in your store, get a bunch of babies and have them sitting around giggling. You don’t even have to pay sound licensing fees!

NOTE: I see that a lot of commenters are discussing their personal lack of reaction to the sound of giggling babies, etc. I totally get it–I raised an eyebrow as well. But we should keep in mind that there may be a difference between actively reacting to something or caring about it greatly (say, loving kids) and being indirectly influenced by sounds that might vaguely evoke some element of it. Of course, from the video we don’t know if any business has actually been successful at getting people to buy things by using sounds similar to babies giggling (or water being poured), only that people seem to react positively to those sounds in the lab. So I don’t know how much legitimacy there is to this, but I know marketers have definitely tried to use smells to influence people to linger in an area, hopefully then leading to higher sales.

Other posts on marketing and psychology: restaurant menus and the meaningless discount.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

Kevin, XM, and Laura let me know about an interesting article in the Guardian about acceptable vocabulary in tampon commercials. Kotex recently came out with a new ad campaign that makes fun of some of the usual tropes of tampon commercials–the euphemisms, the dancing around in fields of flowers, and so on. The ads also address the embarrassment or discomfort many people feel about tampons.

In this spot from the Kotex website, a guy asks for help picking tampons for his girlfriend:

Here’s one commercial intended for TV that parodies tampon commercials in general:

The original version didn’t go over well, apparently, and several TV networks rejected the commercial. From the NYT via Gawker:

Merrie Harris, global business director at JWT, said that after being informed that it could not use the word vagina in advertising by three broadcast networks, it shot the ad cited above with the actress instead saying “down there,” which was rejected by two of the three networks. (Both Ms. Harris and representatives from the brand declined to specify the networks.)

So a TV commercial poking fun of the euphemisms in tampon commercials is rejected by not being euphemistic enough…and apparently even the phrase “down there” is too specific. We can talk about erectile dysfunction or leaky bladders, but “down there” just crosses a line.

Related posts: tampons are modern, Tampax ad features menstruating teen male, concerns about tampons and virginity, weird Australian tampon ad, and tampons and female workers during World War II.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

Jay Livingston of MontClair SocioBlog, in the tradition of Dan Myer‘s takedowns of TIDE and Aquafresh, tells the tale of his aspirin purchase:

It came in two sizes – 120 pills and 300 pills. The larger size was the better bargain. And it certainly looked much larger on the shelf.

Then I got home and opened the package. The bottle was mostly empty. I had bought a lot of air. The 300 little aspirin tablets were all there I guess, though I didn’t bother to count them. But they would have fit into a bottle one-third the size.

For more marketing tricks, see our post on the meaningless discount and the geography of the menu.

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.

Anna sent in another example of a brand marketing itself as for-manly-men-only.  Add this one, featuring McCoy Crisps, to some of our other examples: Dockers, Klondike Bar, Alpo, Oberto beef jerky, and Ketel One.

The first thing that the McCoy Crisps Pub site requires is that you tell it what kind of shoes you’re wearing:

If you answer “incorrectly,” the website says: “No, not right.  Get inside and learn how to be a real man.”

When you enter the online pub, the first thing you see is a woman that you are supposed to be disgusted by.  Immediately a set of beer goggles flies up onto your face (because you wouldn’t want to look at her for more than a split second, apparently):

Then you see this (phew! that was close!):

Alongside playing darts, drinking games, and playing manly trivia, you can get tips on how to be more manly.  Such as “How Not to Look Like a Girl Watching TV” and “How to Get Away with Not Ironing”:

And you can also take a manly quiz to find out how manly you are.  The quiz nicely tells you exactly how you are allowed to behave and what you are allowed to like.  Some examples of questions:

So being a guy means manipulating women with puppies, making fun of your brother-in-law for being a good husband and father, making women cook for you, eschewing personal grooming and healthy eating as much as possible, objectifying women, and enjoying the Pirelli company calender.

Oh, and, if you haven’t seen the Pirelli calendar, you really, really, really don’t want to click here (NSFW; trigger warning).

So there you have it: another marketing campaign that assumes that men are stupid, shallow, sexist, sport-o-holics.  I don’t understand why men tolerate it.

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.

Reader Clifford McC. and his (female) partner both receive Bicycling magazine (which, he explains, is more of a free advertisement that they get whether they want to or not).  In any case, this month’s issue was the 2010 Buyer’s Guide and, though the issues each received were identical, the one addressed to his partner was stickered:

The sticker read, “BONUS! SPECIAL WOMEN’S SECTION.”

Perhaps they were trying to be inclusive, but a sticker advertising a special women’s section just goes to show that the magazine is, first-and-foremost, for men.

For the same phenomenon elsewhere, see our posts featuring websites selling dinosaur toys and Legos(see “exhibit three”), each with a special section for girls.

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.