“You’ve Come a Long Way, Maybe”

Posted in News & Politics on November 30th, 2009 by Morgan Elizabeth

Author Leslie Sanchez has made a name for herself as a political analyst and former presidential advisor. She’s been published in The New York Times, The Washington Post, and The Wall Street Journal, and appeared as a pundit on ABC, NBC, CNN, and Fox News, among others. [1]

Her recent book, You’ve Come a Long Way, Maybe: Sarah, Michelle, Hillary, and the Shaping of the New American Woman, studies the impact of these women on the 2008 presidential campaign.

While her analysis is interesting, it’s far from objective. By inserting heavy-handed conservative judgments at every opportunity, she alienates and mocks readers who might disagree. The book, though thoroughly researched, reads more like a long op ed piece than legitimate journalism.

The quoted passages and reference materials do offer insight to the prevalence of sexism during the race. “Rush Limbaugh, speaking of a particularly unflattering photo of Clinton, … asked: ‘Will Americans want to watch a woman get older before their eyes on a daily basis?’” Though, he claimed aging men look “more authoritative, accomplished and distinguished.” Then, discussing Palin’s appeal, he said “she’s not going to remind anybody of their ex-wife, she’s going to remind men, ‘Gee, I wish she was single.’” (p.50-51). While Limbaugh is one of the more inflammatory pundits, many others described Hillary as too cold, and Palin as “exceptionally pretty,” and “a real honey.” (p.47) Even Michelle Obama, an accomplished lawyer and activist, had the media focus on her wardrobe and physique (particularly her arms) more than anything else.

“According to a poll of women conducted for Lifetime Networks after the 2008 election, ‘65 percent of women – majorities in every demographic and political group – said that male and female candidates are held to different standards on the campaign trail.’ Women thought it was easier for a man to be ‘taken seriously by the voters,’ or to be ‘covered seriously by the media.’” (p.125) Americans also frowned upon Palin as a working mom more than Obama as a working dad, and tended to view racism as a bigger problem than sexism.

Sanchez presents interesting points in this way, but veers into dangerous territory when revealing her biases. For one, she claims that any women who supported Hillary in the primaries, but didn’t switch teams to vote for Palin, were anti-feminist. “[My feminist friends] assumed that, as a career woman, I would be naturally offended by certain of the governor’s policy convictions. I was dumbfounded, and I turned the question around on them. ‘How could you not support Palin?’ … Didn’t the ’sisterhood’ mean anything to them?” (p.78) This superficial standpoint emphasizes only the biological similarities between the candidates, ignoring the fact that Clinton and Palin are political and ideological opposites.

The patronization and sexualization of women headed toward the White House was phenomenal last year, and You’ve Come a Long Way, Maybe couples valid arguments with revealing research. Still, Sanchez’s overt conservatism blurs the line between fact and opinion, and her casual, inconsistent writing style leaves much to be desired.

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Sources:

[1] Leslie Sanchez Official Site: About Leslie Sanchez

[2] Sanchez, Leslie. You’ve Come a Long Way, Maybe: Sarah, Michelle, Hillary and the Shaping of the New American Woman. New York: Palgrave Macmillan, 2009.

Domestic Violence PSAs Only Give Half the Story

Posted in Men's Rights on November 18th, 2009 by Morgan Elizabeth

Domestic abuse is always a touchy subject. In advertising, it’s usually only depicted for the purpose of spreading awareness, though some agencies do exploit it for shock value or dark comedy. The one common thread in most, if not all, domestic violence campaigns is that the victim is female. By looking at these ads, you would never know that 39% of domestic abuse victims are men. (Each year in the U.S., roughly 1.3 million women and 835,000 men are physically assaulted by their partner.)* [1]

So yes, more women are victimized. And regardless of the victim’s gender, men are more often the abusers. 84% of domestic homicides are committed by men. That also means, though, that 1 in 6 domestic homicides are committed by women. [1] Omitting imagery of male victims in the media just gives us one side of the story.

This gallery shows ads and public service announcements depicting domestic violence. While many are effective and creative, none of them address male victimization.


“Verbal abuse can be just as horrific. But you don’t have to suffer in silence. Call the Aware Helpline for advice and support.”

CAMPAIGN: Aware Helpline (Singapore)

cityofhopearm

“He gave me this on our anniversary. / He gave me this for nothing at all.”

CAMPAIGN: City of Hope (Dubai)

“It happens when nobody is watching.”

CAMPAIGN: Amnesty International (Germany)

“78% of domestic abuse incidents resulting in death occur in the victim’s home.”

CAMPAIGN: Interval House

“Many women bump into the fridge because they didn’t give enough sex.”

CAMPAIGN: Amnesty International

“Mom was reading me a tale, till daddy came back.”

CAMPAIGN: Amnesty International (Chile)

CAMPAIGN: Rise Now

“This Christmas thousands of women will get the same as last year.”

CAMPAIGN: London Centre of Domestic Violence (UK)

FEScoward2

“Love that kills. The Cowards Show.”

CAMPAIGN: FES (Chile)

This is one example of exploitation for shock value and dark humor. The sexualization of domestic violence here would also be slammed if released in the U.S.

“Don’t cover up injustice. Speak.”

CAMPAIGN: City of Hope (Dubai)

CAMPAIGN: National Coalition Against Domestic Violence

CASA_2

CASA_3

“When he controls your life, it’s no longer your life.”

CAMPAIGN: CASA (Citizens Against Spousal Abuse)

im_main-9

CAMPAIGN: Shelter From the Storm

everlastdresscoalitionmeat

“It’s not acceptable to treat a woman like one.”

CAMPAIGN: Coalition Against Domestic Violence

CAMPAIGN: The Family Place

ABC’s recent piece on domestic violence explores this double standard as well:

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Sources:

* This is an approximate annual statistic. Data varies per year (e.g. From 1998-2002, 84% of domestic abuse victims were women. See Link #1)
[1]
American Bar Association – Commission on Domestic Violence: Key Statistics
[2]
AdsoftheWorld.com
[3]
AdSneeze.com

The Trouble With Anti-Aging Ads

Posted in Beauty on November 12th, 2009 by Morgan Elizabeth

Aging is practically a sin in America – or at least, looking like you’ve aged can be. The anti-aging industry yields roughly $20 billion annually in the U.S. alone. [1] So if they haven’t made you feel ugly yet, just give it time.

IO Cream

“Fight Ageing.” (sic – alternate spelling)

WHAT IT’S SELLING: Anti-aging cream (Bahrain)

WHAT IT’S SAYING: Gear up for battle to save your youth.

Who is she fighting, other than herself? It’s interesting that a twenty-something woman is promoting “Minus 10,” a cream that supposedly sheds 10 years off your appearance. Is she trying to look 12?

Olay

“Fights against 7 signs of aging.”

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: Wrinkle cream is a powerful weapon.

Olay takes the combative approach as well, but instead focuses on the product itself as a weapon. The bottles are lined up like artillery, aimed and ready to fire. It’s simple and strong, but this image perpetuates the idea that aging is your enemy.

NIVEAPause

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: Pause the aging process.

Time passes, and everyone grows older. Nivea doesn’t recommend doing anything else to pause time other than smearing some cream on your face. It’s as if factors like diet, exercise, drug/alcohol consumption, stress levels, etc, play no part in your health or appearance.

jeterneljeternel

Attractive? / Attractive.
“Beautiful” / Beautiful.

WHAT IT’S SELLING: Wrinkle removal (Russia)

WHAT IT’S SAYING: Even a few fine lines can make you ugly.

The “wrinkles” in question just look like facial expression lines. So, unless your face is completely smooth and motionless, you’re unattractive? This is how a generation of botoxed baby boomers was born.

Incognito Clothing

“Damn, she fine.”

WHAT IT’S SELLING: Incognito clothing

WHAT IT’S SAYING: Hotness is a brief stage you go through when you’re young.

She’s just out of puberty, but not yet an adult. That stage of her life, according to this campaign, is the only time a woman is really attractive or relevant.

Harvey Nichols (Europe)

“For a wonderful life.”

WHAT IT’S SELLING: Beauty products (Europe)

WHAT IT’S SAYING: Your life will be wonderful if you never appear to age.

Tying in with the previous image from Incognito clothing, Harvey Nichols proposes that the only way to stay attractive (thus, happy) is to physically stay young. This lie is a big reason why some women dread birthdays, feeling threatened by impending irrelevance.


WHAT IT’S SELLING: Anti-aging cream (Romania)

WHAT IT’S SAYING: Run from the older, uglier you!

Gerovital’s ad illustrates very literally the idea of running from the aging process. Should people really feel this fearful, and spend this much time and energy, trying to avoid the inevitable? Besides, this woman’s older self is still very beautiful!

Olay

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: You don’t have to grow up.

Turns out Peter Pan’s secret was just lotion. By featuring characters from a fairy tale, this ad intentionally sells a fantasy. For Peter, it was the promise of never having to face adulthood, maintaining childlike innocence forever. For some consumers, it’s likely they also want to stay youthful or relive their younger years, and looking younger is a way to pursue that fantasy.

LA antiage Bread

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: She might still be a witch, but at least she’s prettier.

Transforming an ugly old witch seems like a logical, even creative choice, considering the product they’re trying to sell. But she’s still an evil character, who just has fewer wrinkles. Does this imply that nothing else matters, as long as you’re beautiful?


IKEA-womenIKEA-men

WHAT IT’S SELLING: Furniture (Europe)

WHAT IT’S SAYING: A good night’s sleep will help you feel better and look younger.

Getting enough sleep is important, and both people look better (and appear to feel better) after hypothetically using IKEA mattresses. But how come the ad with a man appeals to him feeling better, and the ad with a woman appeals to her looking better? IKEA seems to have chosen our priorities for us, based solely on gender.


Yes this is actually an ad. Somebody was paid money to make this. (sigh)

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: Look 50 years younger in only 1 hour!

Results very not typical. Why doesn’t the asterisk just come out and say “*This was photoshopped. Good luck with being old.”

Ratika jewelry

“Age-defying jewelry.”

WHAT IT’S SELLING: Jewelry

WHAT IT’S SAYING: Look young again! Very young.

Shiny rocks definitely don’t have that effect. And who wants to look like a toddler again anyway?


Watefront Botox

WHAT IT’S SELLING: Botox

WHAT IT’S SAYING: Do you feel like a wrinkly old dog? Let us take care of that.

Babies and puppies really can sell anything.


WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: Defy gravity.

A “14 day intervention kit for firmer looking cheeks”? That’s a very specific product you’ve created, Olay. For some reason, everyone wants to defeat (or at least control) naturally occurring processes. Time, age, and now gravity, are all under attack, deemed forces “to be reckoned with.” The illusion of power is comical. Nothing can defy gravity.

Olay

“Correct your age.”

WHAT IT’S SELLING: Olay products

WHAT IT’S SAYING: No matter how old you are, it’s always too old.

You’re 38? No, you should be 33. 48? Cut that down to 42. By telling you to “correct your age,” Olay already assumes there’s something wrong with you: you’ve been alive too long. These ads define the passage of time as an unfortunate error that needs fixing.


Olay

“Hide your age.”

WHAT IT’S SELLING: Olay products

WHAT IT’S SAYING: Age is a number you should feel ashamed of.

If you’ve made it to 40, shame on you! The only way to feel good about yourself at this point, is to hide that number as best as you can.


Kaya Skin Clinic (Dubai)

WHAT IT’S SELLING: Kaya Skin Clinic procedures (Dubai)

WHAT IT’S SAYING: Slow down gravity.

It’s simple and clever, but again, physically impossible.

Dr. Van Der Hoog

“Keeps your skin young.”

WHAT IT’S SELLING: Anti-aging cream (Europe)

WHAT IT’S SAYING: You have to stop time before it ruins you.

Clocks in anti-aging ads are clichéd, but they continue to be used ad nauseam. Pretty much every ad like this features either (a) a literal stopping of time, or (b) a literal reversal of time. Maybe the images are effective, but it’s more likely just a lack of creativity on the ad agencies’ part.


Diadermine

WHAT IT’S SELLING: Anti-aging cream

WHAT IT’S SAYING: He’ll grow older, but you’ll stay the same.

She does look the same – exactly the same, because they photoshopped one image of her head onto all the pictures. Granted, they might have wanted the photo editing to look obvious, to serve the message that you will literally stay unchanged over time. But this kind of advertising exacerbates the double standard that it’s perfectly fine for men to visibly age, but unacceptable for women to do so.

Many campaigns exploit insecurities for a profit, and age-defying ads are some of the worst offenders. Everyone gets older, but if they’re taught to feel ashamed of this process, they’ll probably try to fight it. In this way, ads can spread a sickness just to sell you the cure.

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