sex

I don’t know if “subliminal” is a real thing or just a layperson idea, but when I talk about media in Introduction to Sociology I show some images to show just how carefully advertisers are steeping their material in raw sex. I start with the image below.

I ask: Notice anything interesting about this image? Even in very large classes it usually takes a long time for anyone to see…

…that the shadow of the liquor bottle is pointing directly between her nearly bare breasts.

Here are some more:

This is a picture of an ad at the Burbank airport.  Notice the profoundly phallic shape of the foaming surf that happens to be pointing directly at the woman’s crotch.  The foam mimicks the crown printed at the top of the Budweiser bottle (in the upper left hand of the image in red).

And where is the rocket going?

This ejaculating bottle is in an ad for clothing in a magazine aimed at gay men:

What image accompanies the word “come”?

That’s Salma Hayak and Campari… or should I say Salma Hayak’s boobs and an ejaculation fantasy.

I love this one. Just underneath the banner you see two nuts, a thick pour and, let’s face it, a chocolate vaginal opening.

A vintage ad for Bright and Clear lipstick (found here):

Finally, Chappell E. sent in this Brookstone cover featuring a woman an an, errrr… automatic wine bottle opener:

See also our posts on ejaculation imagery, booby products, “boobs” in ads, other subtle and not-so-subtle sexual imagery used in advertising, and using sex to sell the most unlikely things.

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.

Cross-posted at Citings and Sightings.

In an interview discussing whether teen sleepovers can actually prevent teen pregnancy, CNN’s Ali Velshi says flatly, “This is a little bit counter-intuitive.” But as his interviewee, UMass sociologist Amy Schalet (who wrote on this subject in Contexts in “Sex, Love, and Autonomy in the Teenage Sleepover” in the Summer of 2010), explains:

Let me clarify: it’s not a situation where everything goes… It’s definitely older teenage couples who have established relationships and whose parents have talked about contraception.

Which is to say, as Velshi puts it, sex and sex education in countries like the Netherlands, in which parents are more permissive—or as Schalet says, “parents are more connected with their kids”—about allowing boyfriends and girlfriends to sleep over, take “a holistic approach.”

Schalet’s research, explored more deeply in her new University of Chicago book Not Under My Roof, takes a look at American parenting practices surrounding teen sex and the practices of parents in other countries. Using in-depth interviews with parents and teens and a host of other data, she finds:

The takeaway for American parents… isn’t necessarily “You must permit sleepovers.” Many parents are going to say, “Not under my roof!” That’s why it’s the title of my book. The takeaway is that you can have more open conversations—you should probably have more open conversations—about what’s a good relationship, sex and contraception should go together, what does it mean to be “ready,” how to get rid of some of these damaging stereotypes (gender stereotypes). Those are all things that are going to help promote teenage health and better relationships between parents and kids.

Schalet is clear that parental approaches are nowhere near the only factor in the stark differences in teen pregnancy rates between the U.S. and the Netherlands, but says they are, in fact, particularly important. “Kids are having sex, clearly,” Velshi says. And that’s precisely the point, no matter whether parents believe their kids should be able to have sex in their own homes, Schalet believes: “I think what you emphasize is that, above all, the conversation is important, and the conversation itself does not make kids have sex.” Ideally, she points out, that conversation will take place at home with parents, but a holistic talk about sexuality, relationships, and health can also take place in schools, with clergy, and in many other locations.

Dr. Schalet on CNN (we apologize for the commercial):

Amy Schalet’s new book is Not Under My Roof: Parents, Teens, and the Culture of Sex.

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Letta Page is the Associate Editor and Producer of The Society Pages. She has a decade of experience in academic editing across a range of disciplines, including two years as the managing editor of Contexts. Page holds degrees in history and classical studies from Boston University and an art degree from the University of Minnesota.

If you would like to write a post for Sociological Images, please see our Guidelines for Guest Bloggers.

For the last week of December, we’re re-posting some of our favorite posts from 2011.

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You often hear that everything is sexualized nowadays, and not just women but men too. In the September 2011 issue of Sexuality & Culture, we examine this idea in an analysis of Rolling Stone magazine covers.  Specifically, we wanted to know if men and women are equally sexualized, and if they have become either more frequently or more intensely sexualized over time.  To do this, we analyzed every cover from the first issue of Rolling Stone in November 1967 through 2009, minus a few (such as those that featured cartoons rather than people, etc.). You can read more about our methods in the article here.

In order to analyze these 1000+ images of men and women, we developed a “scale of sexualization.”   This scale was composed of 11 different variables to measure different aspects of sexualization.  For instance, a cover model was given “points” for being sexualized if their lips were parted, if they were scantily clad (more points if they were naked), if the text describing them used explicitly sexual language, or if they were lying down on a bed or otherwise posed in a sexually suggestive way.  Images could score anywhere from 0 points (and 176 did) to 23 points (though 20 was our highest score).

Once all of the images on all 43 years of Rolling Stone were scored, we divided the images into three groups:  those images that were generally not sexualized, those images that were sexualized, and those images that were so sexualized that we dubbed them “hypersexualized.”

The graph below shows our findings:

Looking first at images of men (represented by dotted lines), we see that the majority of them– from 89% in the 1960s to 83% in the 2000s — were nonsexualized.  Men are sometimes shown in a sexualized manner (about 15% in the 2000s), but they are rarely hypersexualized (just 2% in the 2000s). In fact, only 2% of the images of men across the entire dataset — all 43 years — are hypersexualized.

But, again, the vast majority of men — some 83% in recent years — were not sexualized at all.  So, if you were to pick up a copy of Rolling Stone in the 2000s, you would most likely see men portrayed in a non-sexualized manner, such as in these images:

In contrast, women, especially recently, are almost always sexualized to some degree.  In fact, by the 2000s, 61% of women were hypersexualized, and another 22% were sexualized.  This means that, in the 2000s, women were 3 1/2 times more likely to be hypersexualized than nonsexualized, and nearly five times more likely to be sexualized to any degree (sexualized or hypersexualized) than nonsexualized.

So, in the last decade, if you were to pick up a copy of Rolling Stone that featured a woman on its cover, you would most likely see her portrayed in a sexualized manner, since fully 83% of women were either sexualized or hypersexualized in the 2000s. Here are a few examples of hypersexualized images:

In our article, we argue that the dramatic increase in hypersexualized images of women — along with the corresponding decline in nonsexualized images of them — indicates a decisive narrowing or homogenization of media representations of women.  In Female Chauvinist Pigs: Women and the Rise of Raunch Culture, journalist Ariel Levy (2005:5) describes this trend in this way:  “A tawdry, tarty, cartoonlike version of female sexuality has become so ubiquitous, it no longer seems particular.  What we once regarded as a kind of sexual expression,” Levy writes, “we now view as sexuality” (emphases in original).  In this article, we offer empirical evidence for this claim.

So what explains this trend towards women’s hypersexualization?  We don’t think it’s just the idea that “sex sells.” If that were true, we’d see many more images of women on Rolling Stone’s covers (only 30% of covers feature images of women) and we’d also see more sexualized and hypersexualized images of men.  We’d love to hear your thoughts in the comments.

Mary Nell Trautner and Erin Hatton are Assistant Professors of Sociology at SUNY Buffalo. Trautner is the author of many articles on the relationship between law, culture, organizational practices, and social inequality (and has written a fantastic Soc Images Course Guide for Sociology of Gender courses).  Hatton, a sociologist of work, is the author of The Temp Economy: From Kelly Girls to Permatemps in Postwar America.

Samantha Moore sent in a screenshot of the front page of the website for Aerie, a brand of lingerie marketed to 15-21 year-olds.  I thought it was quite the stunning example of the impossible bodies that young people are offered as the ideal.

Adding more perspective, Samantha writes:

I shopped at American Eagle before I turned 15, and I would say that’s part of the draw — girls like to shop where the older kids do. Though aerie may be officially targeting older teenagers, this bra campaign wipes away the transition from puberty to sex; you know, that time when you bra shop out of necessity and dreadfully weird body change, not sexual enticement.

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.

Updated; originally posted July 2009.

Americans are notorious for their ignorance of global issues and international news.  This may be because Americans aren’t interested or it may be that our news outlets feed us fluff and focus us only on the U.S.  Probably it’s a vicious cycle.

This month, for example, Time magazine’s cover story is about the political strife in Egypt… everywhere except the U.S. that is.  Americans get “pop psychology” (via Global Sociology):

It turns out you can go to the Time website and compare covers from previous issues going back a long ways.  Here are some more examples from the last couple years (I cherry picked just a bit):

Dmitriy T.M. sent in these previous examples a while back.

The cover story for Newsweek magazine’s September 2006 edition was “Losing Afghanistan” in Europe, Latin America, and Asia.  It was “My Life in Pictures,” a story about the photographer Annie Liebovitz in the U.S. (via):

The cover story for Newsweek magazine’s October 2006 edition was “Global Warming’s First Victim” in Europe, Latin America, and Asia.  It was “Off Message,” a story about Republican Congressman Mark Foley’s sexually suggestive emails and IMs to teenage boys (via):

The cover story for Time magazine’s April 2007 edition was “Talibanistan” in Europe, Latin America, and Asia.  It was “Why We Should Teach the Bible in Public Schools” in the U.S. (via, also see Time):

As SocProf writes:

Talk about self-fulfilling prophecy: Americans are assumed to not be interested in international and global affairs… ergo, Time decides to replace a perfectly legitimate and newsworthy cover on a significant event in Egypt with some pop psychology item. As a result, Americans are less informed and knowledgeable on global affairs because they do not get intelligent coverage on that topic.

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.

Anjan G. sent in an interesting pair of ads that ran as part of a Molson beer campaign in 2002/2003.  One appeared in Cosmo; it involves a man in a sweater cuddling with puppies and drinking a Molson.  It’s an example of an ad that glamorizes a soft and sensitive masculinity:

The other appeared in men’s magazines, including Playboy and FHM.  It tells readers, explicitly, that the first ad is designed to manipulate women into being sexually attracted to men who drink Molson:

The text is worth reading:

HUNDREDS OF THOUSANDS OF WOMEN.
PRE-PROGRAMMED FOR YOUR CONVENIENCE.

As you read this, women across America are reading something very different: an advertisement (fig. 1) scientifically formulated to enhance their perception of men who drink Molson. The ad shown below, currently running in Cosmopolitan magazine, is a perfectly tuned combination of words and images designed by trained professionals.  Women who are exposed to it experience a very positive feeling.  A feeling which they will later project directly onto you. Triggering the process is as simple as ordering a Molson Canadian (fig. 2).
…
Extravagent dinners.  Subtitled movies. Floral arrangements tied together with little pieces of hay. It gets old.  And it gets expensive, depleting funds that could go to a new set of of 20-inch rims. But thanks to the miracle of Twin Advertising Technology, you can achieve success without putting in any time or effort. So drop the bouquet and pick up a Molson Canadian…

The second ad, then, portrays men as lazy, shallow jerks who are just trying to get laid (not soft and sensitive at all).  And it portrays women as stupid and manipulable.

The two ads are a nice reminder that marketers count on their audiences being separate.  They can send each audience contradictory messages, confident that most women will never pick up Playboy and most men will never pick up Cosmo.  This is an assumption that marketers have long counted on. Miller Beer, for example, includes pro-gay advertising in magazines aimed at gay men, counting on the idea that heterosexual men, many of whom are homophobic, will never see that Miller markets itself as a gay beer.

So Molson was counting on women never seeing their ads in men’s magazines.  Alternatively, they were perfectly happy to alienate female customers.  Or maybe both.

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.

Two years ago we posted about the Ashley Madison Agency. Several readers brought our attention to a new ad campaign for the company, so we’re reposting it; scroll down for new material.

Lisa C. sent in a link to the Ashley Madison Agency, which she heard advertised on a talk radio station that generally targets a male audience. The site specializes in providing dating services to married individuals looking to have an affair:

The company clearly plays on its notoriety and the shock value of the idea that a dating site would cater to married people looking to cheat on their partners — as well as, in this case, appearing to promise men oral sex.

The company has come out with a new ad campaign that has received significant criticism. The ads, sent in by Danielle Q., Christie W., and an anonymous reader, combine “promotion of adultery, body shaming, and female objectification,” according to Christie. They present wives as fat (and therefore presumably unappealing) women who practically drive men to cheat on them with the thin, hot women they deserve to have sexual access to:

(Via.)

(Via Jezebel.)

One source of criticism comes from Jacqueline, the plus-sized model used in the two images. She apparently posed for a photographer years ago and is now faced with seeing her image used to elicit disgust at large bodies. As Jacqueline pointed out in a post she wrote for Jezebel, these images aren’t just about mocking large women; they’re about policing all women’s bodies:

A size 2 woman who sees this ad sees the message: “If I don’t stay small, he will cheat”. A size 12 woman might see this ad and think “if I don’t lose 30lbs, he will cheat”. A size 32 woman could see this ad, and feel “I will never find love”.

Thus, all women are told that they are perpetually in competition with all other women for the sexual attention and approval of men, and always on the verge of being ridiculed for the failure to meet impossible standards of feminine attractiveness.

Sociologist Joel Best debunks the idea that “sex bracelets” — bracelets that indicate what type of sex you’re interested in and that oblige you to perform it — are really a thing. He and his colleague, Katherine Bogle, have been tracing the story over time on the internet and across continents in what he calls “the dynamics of rumor and legend.”

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.