media: marketing

Shirley A. sent in a Zellers sale flyer that is really interesting in light of the recent post we did on a Best Buy promotion. Whereas the Best Buy promotion was aimed directly at men, you’ll see that this flyer, for a store that sells household items instead of fancy gadgets, is aimed staunchly at women… who have to buy for their whole family and their home as well as themselves.

For more on gender and responsibility for the home:

First, check out this longitudinal data on how much housework wives and husbands do.

Then, for more examples of how women are responsible for the home, see this KFC advertisement offering moms a night off, this a commercial montage, Italian dye ad with a twist, women love to clean, homes of the future, what’s for dinner, honey?, liberation through quick meals, and my husband’s an ass.

See also these humorous illustrations: I love it when you talk clean to me, men do housework fantasy calendar, the househusbands of Hollywood, and porn for new moms.

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

Tenured Radical, tired of Facebook ads targeting her with weight loss programs and anti-wrinkle cream, decided to remove her sex from her profile.  Lo and behold, Facebook saw her bet and raised her.  Now, she reports, each time she clicks on her profile page, Facebook asks her to identify herself as male or female.

I tried it.  Here is the pop up:

Tenured Radical’s report is confirmed!  Facebook is programmed to nag you.  It is so “confusing” when you refuse to be stereotyped according to your sex.  Facebook needs to know because how else would it know if you wanted to buy wrinkle cream!!!  Aaaaahhhhhh!!!

Tenured Radical writes:

What a hoot. And I have to hand it to them, the tone is perfect: friendly, non-antagonistic, encouraging. I imagine it’s how people might talk to me if I were on a four-day crying jag, or had had a terrible nervous breakdown, or were crashing after a methamphetamine binge. I imagine myself wrapped in lovely warm towels, on soothing drugs and in a pink room with soft music playing in the background. Nurse Ratched is smiling encouragingly with a big, whacking hypodermic in one hand, trying to encourage me in the least threatening possible way to remember what my gender is or to commit to a gender at least, even if it’s not one we can agree on. “Because you see, dear,” Nursie is saying in my imagination; “People may be confused…other people are, well, upset about this, and if you could just answer the question it would be so much better for them.”

Visit our other post on Facebook’s use of a (white) masculine avatar for all subscribers without photos and our post on avatars, gender, and neutrality more generally.

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

On Mary K.’s birthday she received the following birthday-related promotion from Best Buy.  Notice that the promotion is personalized: it says “Happy Birthday, Mary” in the upper right corner.  Nonetheless, the promotion features a tie as an example of a bad gift and a camera as an example of something that Mary might really want.

Given how carefully ads are now targeted to internet users (based both on the demographics it can gather about you [e.g., when you’re on Facebook] and the content of the text you’re reading [e.g., alongside email exchanges]), it’s kind of fascinating that Best Buy is apparently NOT paying attention to Mary’s sex.  This, of course, might be heartily welcomed by many of you.

But, if Best Buy is going to put together a non-sex-specific promotion, it sure seems like it would be a good idea to make it non-sex-specific (featuring, as a bad gift, something non-gendered like an electric toothbrush or something).  For whatever reason, Best Buy went with “we’re going to assume that all our customers are dudes.”

For more instances of male as the default human, see these posts: one, two, three, and four.

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

Hat tip to x-ray delta one, via Copyranter.

NEW! (Dec. ’09): Larry (of The Daily Mirror) found two images of Earhart from 1937 in the L.A. Times photo archives. In both Earhart was asked to pose in flirty or cutesy ways that it’s hard to imagine a famous male pilot being posed in:

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

Kathleen K. was recently looking at the Credit Education Week Canada website, where they have a number of quizzes for couples to take. At the end of each quiz there is a picture of a couple along with your results. She was pleasantly surprised that this image accompanied the results of one quiz:

It’s a rare example of the normalization of gay/lesbian couples in media not specifically targeted at the GLBT community. The couple is presented as a legitimate image of love for both straight and gay couples, and there is no ambiguity about whether or not they’re a couple. Given the general invisibility of gay and lesbian couples in media outlets, and the use of only heterosexual couples as “neutral,” unmarked examples, it’s quite striking to see this.

Also see our post on a commercial by an Argentinian bank that depicted transgendered individuals positively.

Jessica G. drew our attention to the promotional material of Panty Raid.  Panty Raid is two guys, Josh Mayer and Marty Folb, who produce dance music.  As you might guess from their name, their materials include a dismissal of women as fans and an endorsement of men’s entitlement to sexual access to women.  Their slogan for their album, Marine Parade, is: “Audio fondling your girlfriend.”

So, “you” are a straight guy.  And, like it or not, these guys are such hegemons that they are makin’ it with your girl, whether she likes it or not.

There is more of this typical misogyny at their website (you can google it), but it was the promo shot below that Jessica felt compelled to send in.

This is a great illustration of what it looks like to embrace both white and male privilege.  We see the bottom half of a black woman sitting with her legs apart and her underwear at her ankles.  Were it not dark between her legs,  you could see her vulva.  Mayer and Folb, both white men, sit in front of her and look at the camera.  Their expression and posture suggest utter disinterest.

This is where I think the privilege is revealed, and embraced, loud and clear.  She is not a human being, she is a vagina and, even as a vagina, she is uninteresting.  She is nothing, really.  Like their sneakers, their trucker hats, and their hoodies, she is only a prop.  What does a sexually available black woman signify?  Urban cred?  Masculine domination of women?  High status in a hierarchy of men?  All of the above?  Congratulations dudes: racist and sexist message sent and received.

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

Jamy B. snapped this photo of an ad for a U.S. Army “live action” show in the D.C. metro:

The show is called “Spirit of America” and the slogan along the top reads: “Celebrate the spirit, strength and history of our nation!”   The inclusion of a white woman and a black man alongside what appears to be a white man, suggests that the ad-makers want us to understand that the “spirit of America” involves racial and gender inclusiveness.  Of course, this is in contrast to historical fact.   Being “patriotic,” I guess, means erasing historical injustices.

Frankly, I have some sympathy for the promoters of this event.  Inclusiveness is a nice idea.  Unfortunately, they’re stuck between a rock and a hard place in trying to bring together ideology and reality.

NEW! Simon H. sent in a British poster (found at Free Market Fairy) urging men to sign up to serve in World War I. In this case, the British Empire is portrayed as a family of nations, all happily working together with the same patriotic aims:

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

Nikki L. sent us a link to this fascinating Tickle Me Elmo commercial.  In introduces a new Tickle Me Elmo product, “Tickle Hands.”

The ad takes place on what appears to be an urban street (reminiscent of Sesame Street).  Two of the kids appear white, while the other two look (probably deliberately vaguely) “racial,” maybe Asian and Latino (perhaps biracial).  At the very end of the commercial the kids pose in front of a brick wall with a picture of Elmo graffiti-style.  Two of them look like they’re flashing gang signs and Elmo, no joke, says “Yeahhhhhh Booooy.”  Here’s a screen shot of the moment:

So let’s trace the evolution of the gangster meme.

1.  Government policy strips urban centers of resources, jobs leave (along with useful things like grocery stores), housing prices fall and the poor become concentrated, and those with means move to the suburbs.  With few “above ground” economic options, people turn to “underground” economies.  With only the “underclass” left, politicians (who tend to listen more to those with economic power and cultural clout) continue policies that disinvest in urban communities of color.  Say “goodbye” to things like nice parks and excellent fire protection.

2.  In a world where obeying the rules gets you nowhere fast, violence flourishes.

3.  The suffering and resourcefulness of young black, Latino, and Asian men in these communities appeals to a (mostly) white “mainstream” America for whom depictions of men of color doing violence confirms their beliefs about white superiority and advanced “civilization.”  Hip hop and rap music becomes a huge money maker for music studios and producers (and a handful of men of color).

4.  As hip hop and rap become commodified, they are depoliticized.  The “oppositional consciousness” that once characterized these art forms becomes largely lost.  For the most part, any artist that wants to “make it” has to be and say what producers think that mainstream Americans want them to do and say.

5.  Now depoliticized, being “hard” and “urban” becomes synonymous with being “cool.”  Everyone wants to be cool.

6.  Being “gangster” is appropriated by white suburban youth.

7.  Stripped of any meaning, it filters down to younger and younger kids.

Enter: Tickle Me Elmo “tickle hand” gang signs.

For more examples of this phenomenon, see these advertising images at a shoe store, Beyonce’s House of Dereon clothing line for girls, the marketing for the Alvin and the Chipmunks remake, and these candy “grills.”

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

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.