After seeing these Svedka ads, I had to share these finds from the Condé Nast travel magazine I was reading in a waiting room the other day (yes, I ripped them out). They're from the same issue of the same magazine.
First, we have another Svedka ad:
And we have an ad for Citibank's "Women & Co." that describes women as "natural investors" investing "our time, energy and love with the proficiency of experts."
So which is it for women? How do women negotiate these contradictory expectations?
Showing posts with label commodification. Show all posts
Showing posts with label commodification. Show all posts
contradictions: women as sexy robots / women as natural nurturers
"Class Is Forever" Rolex Ad
I found this Rolex ad in Metropolitan Home magazine. Pair with this ad series that plays on the idea of "generations" of class. Or this ad for Patek Philippe ads, also using the generations theme. Then compare to this Acura ad that ridicules "trust-fund," old-money types. It could also lead to an interesting discussion about the ways in which we use the word "class" both as an economic group and as a personal characteristic (i.e., "She has class") and the way "classiness" is here turned into something you can buy for yourself.
Commodifying Personal Change
These images get at a common message in ads--changing your life or becoming a different person isn't about self-reflection and effort, it's just about buying the right product.
Also see this, this, this, this, this, and this.
Sexualizing and Gendering Food
I especially like this one of a turkey in a bikini:
And I guess this cow is sexy because she's got her tongue out and her butt turned toward the viewer:
Organic food is sexualized too:
I think this one creeps me out the most:
Connecting cars, masculinity, and meat:
These all come from Carol J.Adams's website. She's the author of The Sexual Politics of Meat: A Feminist-Vegetarian Critical Theory.
There's also this ad. And these images.
I think this one creeps me out the most:
Connecting cars, masculinity, and meat:
These all come from Carol J.Adams's website. She's the author of The Sexual Politics of Meat: A Feminist-Vegetarian Critical Theory.
There's also this ad. And these images.
When You Buy Organic, Where Does Your Money Go?
Due to the consolidation of food distributors, when we think we're making socially and environmentally responsible food choices, we are often just still just lining the pockets of the big 30. See chart below, click to enlarge:
Found at lawgeek.
Gaultier Perfume Bottles Shaped Like Bodies
The first two are from the Gaultier Classique line. The third image is called Le Male. The final image is Fleur Du Male. You can see other examples of the women's line here.
Thanks, Melissa C.!
Patrick Philippe Watches: Commodifying Family Traditions
This is an ad I found in The New Yorker for Patek Philippe watches. The text in the lower-left corner says "You never actually own a Patrick Philippe. You merely take care of it for the next generation." So by buying an expensive, new watch, you're creating a "tradition." I'm going to use this in the future when I talk about inventing traditions.
Products Shaped Like Female Bodies
Laura L. sent me all these images. She says many of them came from feministing.com. They go along with this and this post. Thanks, Laura!
NEW: Molly M. found this mousepad:
Classy. Molly also noted how the package includes a hole so you can poke her boob, You know, test her out before you pay for her.
Commodifying the Women's Movement
"The new women's movement. Freedom from seams and stitches."
This is another ad Lisa sent me years ago. I use it when discussing the de-politicization of social issues, and the commodification of freedom--it's just something you buy. I also use this one from Lisa:
The Jeep Liberty--notice on the right it says "Glass Ceiling" and has an arrow pointing down below; so structural inequality at work is trivialized, and again, "liberty" is something we can purchase.
These ads go nicely along with the old Virginia Slims campaign, these other "liberated women" themed ads Lisa posted previously, and the "right hand ring" ad I posted.
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1927 Wimbledon Ad: Using Women's Progress to Sell
These two images were used in a 1927 ad for Wimbledon. Lisa actually sent them to me a couple of years ago but has never posted them, so I'm doing it. The point of showing the two images next to each other was to stress how liberated women were by 1927--they aren't wearing stuffy old dresses to play tennis, and men aren't shocked by the sight of a leg.
I use these, along with some of the "You've Come a Long Way, Baby" Virginia Slims ads, to show how "women's liberation" is used by advertisers to sell products, as well as to imply that "now" (whenever "now" is) is always better than "then" (some indeterminate point in the past) and that the struggle for equality and freedom is over.
Cornel West On MTV
The 30-second (or so) videos below have been interspersed with MTV's regular programming as part of Black History Month. MTV got Cornel West to be their superstar academic and expert on the Black American experience. The videos serve as the occasion for some interesting questions:
First, how do we evaluate the use of Black musicians, actors, and personalities by MTV? Is "representation" enough? Or does contemporary representation look uncomfortably like the representation of the past? (If you haven't seen it, watch Spike Lee's Bamboozled.)
Second, what does it mean that Cornel West signed on with MTV with what is, in effect, a mutual endorsement? Do we approve of Cornel West using his significant influence and importance in this way? Is this good from a reformist perspective? Problematic from a radical perspective? Did he "sell out"?
Third, how effective are these spots? I know little about the audience of MTV, but I imagine there are a lot of people who do not know who Cornel West is and are not inclined to offer him immediate respect. Cornel is idiosyncratic. Does your average MTV viewer see a gap-toothed, afro-wearing guy with odd mannerisms called "Professor" (which, we know, could mean anything) as authoritative? Or a buffoon?
Further, what do we think of the spots themselves? Is their content helpful? Do they teach us anything? Do we like what they teach us? Or is it just more empty lip-service to Black Americans?
Watch and tell us what you think (click here for a link to all the clips):
Thanks to Richard for the heads up on this one.
Virginia Slims Ads: Commodifying Freedom
"Back then, you didn't look through your closet for something to wear. You wore your closet. You've come a long way, baby."
Find your voice with Virginia Slims.
This is a Virginia Slims ad from 1978. The picture above is of a woman hanging laundry out to dry and the text says, "Back then, every man gave his wife at least one day a week out of the house. You've come a long way, baby."
I'm using this when I talk about the commodification of the women's movement and how freedom has been turned into something you buy. I also like the vague "back then," used to make now seem so much better in every way.
Cartier Ad: How Far [Into Debt] Would You Go for Love?
Proving your love = spending a lot of money. I found this in the New Yorker.
Lookin' Good for Jesus Beauty Products
I don't really know what to make of these, but I looked them up after hearing they've been banned in Singapore. Surely they have some sociological value. I found them here.
Pillows for Japanese Singles
'Boyfriend's Arm Pillow' - Strong Silent Type. Likes to Cuddle.
Via: USA Today
'The Lap Pillow' by Japanese toymaker Trane Co.
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1965 and 1968 American Airlines Ads: Objectifying Stewardesses
The text:
"Please keep stealing our stewardesses. Within two years most of our stewardesses will leave us for other men. This isn't surprising. A girl who can smile for 5 1/2 hours is hard to find. Not to mention a wife who can remember what 124 people want for dinner. (And tell you all about meteorology and jets, if that's what you're looking for in a woman.) But these are not the things that brought on our problem. It's the kind of girl we hire. Being beautiful just isn't enough. (We don't mean it isn't important. We just mean it isn't enough.) So if there's one thing we look for, it's girls who like people. And you can't do that and then tell them not to like people too much. All you can do is put a new wing on your stewardess college to keep up with the demand."
Dorotha found this here.
NEW: Copyranter put up another vintage airline ad. This one, from 1968, positions the stewardess as your mother instead of your kidnapped bride... although she doesn't look very motherly to me:
The text reads:
Think of her as your mother.
She only wants what’s best for you.
A cool drink. A good dinner. A soft pillow and a warm blanket.
This is not just maternal instinct. It’s the result of the longest Stewardess training in the industry.
Training in service, not just a beauty course.
Service, after all, is what makes professional travelers prefer American.
And makes new travelers want to keep on flying with us.
Se we see that every passenger gets the same professional
treatment.
That’s the American Way
Fly the American Way
American Airlines
Feminizing Toughness: Pink Camo
Pink camo + Dora the Explorer = cutesy toughness for little girls.
Pink camo + vinyl pants = sexy.
Special edition Hard Rock Barbie with pink camo punk-ish outfit and guitar. This could also be used as an example of the commodification of countercultures.
This print, on a girls' outfit, is called "butterfly camo." Note the spots are butterfly-shaped.
Did you know there's a website with tons of pink camo clothing?
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