media: marketing

Readers’ minds think alike, sometimes, and the changing advertising campaign for the “empire building” video game Evony caught the attention of fds, torenc, Assaf N., Elisabeth R., Sabriel, Nicole O., and Liz B. (images found at Gawker and Coding Horror, and hope I didn’t miss anyone who sent it in). Online ads for the game started out like this:

Then they added a woman with a little boob showing:

In case people weren’t noticing the cleavage, the ad evolved into one where the boobs are pointed out a bit more explicitly:

Moving on to a slightly more realistic look:

Christina W. sent us one with a woman actively disrobing and saying “Come play, my Lord”:

Mick H. found a close-up version similar to the one above:

D.R.S. sent us another:

And then they realized they could just dispense with all subtlety and get to the important part:

If that didn’t work, why not straight up near-nudity.  Dan J. found this one here:

This ad submitted by both Alex B. and Kim H. seems to be taking the advertising to a whole new level.  No longer content with boobs, they seem to be moving towards implied female masturbation:

Wtfcats sent this one in:

NEW (Dec. ’09)! Tom R. sent in this next one with a nice “we’re lesbian, but just for you” flair.  Using the term “discreetly”  to imply porn, it reads “join the fun”:

NEW (Jan. ’10)! Thanks to Chris M., Tinpantithesis, and Ryan, we now know that there is an Evony ad that doesn’t say anything about the game at all.  You simply see this image and are invited to click on her boobs, butt, or lips to turn her into the “ideal woman”:

When you click, you are taken to this site, which asks you to sign up for the game because “obvious[ly],” “it makes you feel like King!”

Or sometimes apparently you get this view:

Presumably some players will be disappointed that there isn’t a female “queen” to be saved or oogled in the game at all–the women were invented only for the purpose of adding boobs to the ads. Jeff A. from Coding Horror says,

Evony, thanks for showing us what it means to take advertising on the internet to the absolute rock bottom … then dig a sub-basement under that, and keep on digging until you reach the white-hot molten core of the Earth. I’ve always wondered what that would be like. I guess now I know.

ALSO NEW (Dec. ’09)! Apparently the Evony ads have become such a thing that other games are referencing them to advertise themselves.  Timm F. sent along the ad below making fun of the Evony ads.  It reads, “She is actually in our game, my lord”:

Elizabeth M. and Toban B. sent in a clip from the British TV show “That Mitchell and Webb Look” that has a humorous take on how advertisers target men and women:

Remember the hymen? The hymen is that flap of skin that “seals” the vagina until a woman has sexual intercourse for the first time. Supposedly one could tell whether a girl/woman was a virgin by whether her hymen was “intact.” (It bears repeating that neither of these things are true: it doesn’t “seal” the vagina and is not a sign of virginity at all.)

Because an intact hymen signaled virginity, and virginity has been considered very important, preserving and protecting the hymen was, at one time, an important task for girls and women. You can imagine how tricky this made the marketing of that brand new product: the tampon. Early marketing made an effort to dispel the idea that sticking just anything up there de-virginized you. It worked. (In fact, some partially credit tampon manufacturers for the de-fetishization of the hymen that’s occurred over the last 60 years.)

We still see tampon marketing addressing the question. Here’s a link to a website where it’s a FAQ and here’s an example of an advertisement from the ’70s ’90s:

Selected text:

I really wanted to use tampons, but I’d heard you had to be, you know, ‘experienced.’  So I asked my friend Lisa.  Her mom is a nurse so I figured she’d know.  Lisa told me she’d been using Petal Soft Plastic Applicator Tampax tampons since her very first period and she’s a virgin.  In fact, you can use them at any age and still be a virgin.

See this post, too, on the marketing of tampon to women in the workforce (wearing pants!) during World War II.

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

Will M. sent in these spots, by Rethinking Autism, designed to counter misinformation about autism:

Sex sells, I guess. Or, as we’ve discussed before, women’s sexual objectivity and men’s sexual subjectivity sells.

Also see these controversial faux-ransom notesaimed at drawing awareness to autism and other cognitive conditions.

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

I mean, it’s Ellen DeGeneres. She’s a comedian. Everyone knows she’s just being funny.

Besides, she’s totally gay. Gay ladies don’t really care about beauty, am I right or am I right?

What do you think?

I’ll tell you what I think. Satire or no, Cover Girl’s done a lot of market research and they think it’s going to make people buy make up just like any old advertisement.  And I think they’re right.

In fact, I think satire is disarming.  When we see this commercial, our “don’t fuck with us” response doesn’t kick in because it’s just funny ol’ Ellen bein’ wacky.  Advertising counts on us thinking it doesn’t affect us.  Otherwise we’d be pissed.  I think satire is a useful tool with which advertisers trick us into letting down our guard.

We’ve been hitting satire hard lately.  I think it’s because it’s really pretty tricky to figure out.  See our previous posts on or featuring satire here, here, here, here, here, and here.  Here’s one that actually refers to data (as opposed to just involves us mouthing off.)

(Via Moody Springs.)

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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.

Michaela N. alerted us to the Oreo Barbie. According to Monica Roberts at Transgriot, Mattel once marketed an Oreo-themed Barbie (image here):

The doll sold so well that Mattel decided to make a Black version (image here):

The Black version of the doll triggered protests.  Monica explains it nicely:

…Oreo has another connotation in the Black community beyond just being a slammin’ cookie.

Calling someone an ‘Oreo’ is fighting words. It means that you are calling them Black on the outside and white on the inside. Translation, you call a Black person an Oreo, you are accusing them of being a sellout or an Uncle Tom to the race.

The doll was eventually recalled. (This was all about four years ago.)

Did Mattel intentionally produce a doll that embodied a well-known insult in the Black community?  If they didn’t (and let’s just go with that theory), it means that no one at Mattel involved in the production of this doll had the cultural competence to notice the problem.  This points to both (1) white privilege and the ease with which white people can be ignorant of non-white cultures and (2) a lack of diversity on the Mattel team.  Less employee homogeneity might have saved Mattel both face and money in this instance.  Diversity, then, is often good business.

For more on Barbie and racial politics, see this post inspired by Ann DuCille.

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

Amy D. sent us this really fascinating South African commercial for a light truck:

Contextualizing the commercial, Amy remarks that, given race relations in South Africa, many companies probably do operate as this team does at the first job with the white home owner. Yet, the commercial presents the black and white men as partners, switching roles so as to maximize their customer base. There’s an irony, though: While the partners seem to be cooperating, their cooperation naturalizes an (in this case symmetrical) preference for those within one’s own race.

Amy is optimistic about the impact of the ad:

The tagline “the bakkie that helps build the nation” is a great play on words. Literally, it refers to the fact that many small contractors – builders, pavers, electricians, plumbers – use this small truck as it is cheap and reliable. Figuratively, the need for nation-building in South Africa is crucial. Although we are 15 years into democracy, there are still huge social and economic gaps between racial groupings, and there is a tendency for people to segregate themselves. The way I see it, the two men in this advert are therefore achieving this nation-building by firstly, breaking racial barriers by running a business as partners, and secondly, in the meta-context, by subverting our racial stereotypes through humour.

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

Jason S. sent in this clip of a convention for (parents of) infants, toddlers, and tweens called Baby and Tweens Celebration L.A. It’s an example of the hyper-consumerist mentality that now surrounds child-raising, at least for the upper-middle classes and higher. It’s also an example of the way that young children, especially young girls, are encouraged by some forces to think of themselves as “princesses.” Many parents (literally) buy into this idea of what a (girl) child should be like. It has not been this way throughout history and is not this way across cultures.

[youtube]https://www.youtube.com/watch?v=HR6DpbDoyuc[/youtube]

Related posts: baby couture magazine, babies are born 2 shop, future trophy wife and milf t-shirts, boob job piggy bank, Strawberry Shortcake in the City, bangs for baby, beauty spending over a lifetime,  modernizing the fairy tale, and girl culture.

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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.