Many people do enjoy the playful sexuality that Halloween can bring, and the fact that it’s briefly socially acceptable to bare some more skin. But those seeking a more modest approach will be hard-pressed to find anything worth wearing, unless they’re plus-sized. This gallery shows the limited styles (and limited coverage) of Halloween costumes for women.

His & Hers

Standard for him, sexy for her.

Growing Up & Stripping Down

Taking the innocence out of childhood icons.

Prepping the Next Generation

Sexy costumes for teens.

Not only do these flash a lot of skin for presumably underage girls, but the nature of the costumes is often questionable, as well. The Texas Hold ‘Em outfit, for instance, shows a man’s hands cupping her breasts all night, while the Beer Wench sponsors a drink teens can’t even buy yet. The Playboy costumes mark girls with the symbol of a porn empire, while outfits like the Sexy Asian and the Sexy Mexican are rooted in ethnic stereotype.

These are all sold to adults as well, and often feature adult models, encouraging young girls to project adult sexuality.

There’s nothing wrong with showing some skin on Halloween (though parents of scantily-clad teens might want to reevaluate their parenting skills). When skimpy clothes are the only option offered by costume retailers, however, women are sexualized whether they like it or not. It sends the message that appearance trumps creativity, originality, or personal expression – and girls learn this at a younger and younger age (exhibit A: Miley Cyrus’ 9-year-old sister Noah).

As long as there’s a market for it, the trend will continue. That’s why we suggest not giving them your money this year, and instead creating a unique costume that shows as much or as little skin as you feel comfortable with.

No one knows exactly who coined the term “Cougar,” though its popularity took off when actress Demi Moore started dating Ashton Kutcher, 15 years her junior. It’s not the first time May-December relationships have been popularized by the media, but never before have they been so commercially exhausted for a profit.

The latest in the lineup is the new comedy series Cougar Town, starring Courtney Cox, which premiered last week on ABC.

In the show, recent divorcée Jules Cobb (Courteney Cox), “discovers that the only way to find yourself, is to let yourself go. After all, you only get one chance to experience your 20s. Even if it’s when you’re 40 something.” [1]

The show does have a point about it being more socially acceptable for older men to date younger women. But their version of turning the tables seems less like a source of empowerment, and more like a desperate anti-aging tactic.

In April of this year, TV Land created a Bachelorette-esque reality show, simply called The Cougar.

Hosted by Vivica Fox, The Cougar claims to be “a game changing, provocative new reality show that redefines the rules of dating.” [2]

In actuality, they’ve created a mundane and formulaic reality show, just like all the others. The only difference is a redundant link forged between age and felinity – a 40-something cougar and her 20-something cubs. The young men are even followed around with a “Cub-Cam,” for web exclusives.

Cougar dating isn’t just for cable, either. TheCougarConnection.com claims to be “the best place to find cougars, cubs and prey.” It also offers “active chat rooms,” like “The Play Room” and “The Wild Room,” to find potential hook-ups.

On UrbanCougar.com, you can not only find a date, but also discuss what Cougar culture means, read steamy success stories from former clients, and rate pictures of women competing for “Cougar of the Month”.

The lesser-known Canadian dating site, CougarDate.com offers a “Cougar Manifesto,” declaring “the most successful cougars are those that married well and got huge divorce settlements. Lesser Cougars were feminists who clawed their way to the top and made their own money.” [3]

2007 also brought us The Cougar Club, a gross-out comedy met with dismal sales.

To top it all off, the first national  Single Cougars Convention took place earlier this month in Palo Alto, California - not to be confused with Las Vegas’ 1st Annual Cougar Convention. Current.com reporter Ben Hoffman went to check it out:

There’s nothing wrong with age disparity in romantic relationships with consenting adults. But the sudden commercialization of this trend is more about exploitation than empowerment, and there’s nothing sexy about that.

Sources:

[1] Cougar Town: About the Show // ABC

[2] The Cougar: About the Show // TV Land

[3] CougarDate.com – Cougar Manifesto

Well into adulthood, we’re told what’s right and wrong, according to gender. And, challenging that norm can make people uncomfortable. It’s how assertive women get branded “bitches”, and sensitive men get labeled “pussies,” or, potentially homosexual. What can be healthy about a culture where half the people must repress aggression, and the other half ignore sentiment?

Many companies perpetuate these messages in hopes of turning a profit. Here, we take a look at how products can be spun feminine or masculine, depending on the target audience.

Sleep Pretty in Pink ear plugs for women are “silky, soft and comfortable” because “beauty sleep is always in fashion.”  A butterfly sits in the banner, and the product’s features are outlined with heart-balloon bullet points.

Skull Screws are typically marketed to men, often sold at hardware stores and construction outlets. The ear buds come in a box with flame detailing, a skull and crossbones, and the slogan “Screw ‘em in your ears!”

What makes Kleenex For Men different from other Kleenex tissues? Well, they claim to be sturdier and more effective for a man’s needs. They’re sold only in Europe, and feature sleek and sharp new box designs. The only real difference, though, seems to be a meager upgrade from 1-ply to 2-ply.

The Victorinox Swiss Card is a pink adaptation of the swiss army knife, geared toward women, and shaped like a credit card.

The Victorinox Heritage Knife is considered a “soldier’s knife,” modeled after the 1891 original. It’s larger and sturdier, with chrome blades and ebony hardwood handles.

Venus women’s razors are pastel-colored, with names like “Divine,” “Embrace,” “Breeze” and “Vibrance.” The handles are round and cushioned, the blades infused with “skin pampering botanicals.” It only shaves hair, but claims to “reveal the goddess in you.”

Schick Quattro Titanium men’s razors are black and silver, with edged handles and “precision” blades. It’s considered a tool, not a way to pamper yourself. And, at the time of this publication, Schick’s cross promotion with X-Men Origins: Wolverine on DVD built an intense website in an effort to hook the male action-movie crowd.

Ice Princess “Ice Wands” offer a chance at fairy-tale ice cubes, with recommended use of pink lemonade instead of water, for added flair.

Just For Boys “Bone Chillers Ice Tray” will create “an icy array of skulls and crossbones” that’ll make your glass of tap water seem a little more dangerous.

The She Driver tool set for women is pink, polka-dotted, and very feathery. It’s less practical, and more for show, almost as if the manufacturer doesn’t really expect it to be used.

The Kingroy 8pc Screwdriver Set is “hardened and tempered” with chrome and steel, compactly sealed in a fiery box. They’re durable and built for wear-and-tear.

Recently discontinued, the McCulloch cordless screwdriver “designed by a woman for a woman” came with a free $20 manicure set.

Screwdrivers like the Sears/Craftsman, on the other hand, forego any gimmicky bonus offers and focus instead on practical uses of the tool.

Karla, created by German company Karlsberg, is a beer especially made for women. It’s infused with Vitamin C and herbs, and comes in “Well-Be,” “Balance,” and “Acti-Fit” flavors.

Many beers are geared toward men, but the “Man Laws” ad series briefly made Miller Lite one of the most gender-specific campaigns in the market.

Note: Karla isn’t the first alcohol to solely target women. Poland has Karmi beer, the Netherlands have Sophie & Sophie wine, and Germany has Jillz sparkling alcoholic cider. (Bonus: Check out Jillz’ commerical on their site. It seems to confuse female desire with male homoeroticism.)

The EGO Laptop, from Dutch computer company Tulip, is built like a fashion accessory. This electronic purse, marketed primarily to women, can be very expensive. The basic models cost an average of $5,000, the “Bentley” edition is roughly $30,000, and the personalized “Diamond” collections venture well into the six-figure range.

Degree’s “Delicious Bliss” deodorant is one of the many women’s products featuring flowers, a vanilla scent, and the idea of heavenly happiness. Degree also offers a “Classic Romance” and “Sexy Intrigue” deodorant line.

Lynx’s “Instinct” deodorant is likewise one of the many intense, animalistic products for men. It smells of “rare leathers” (animal skin), and has claw scratches across every package. And don’t call them “mini spray bottles.” They’re “bullets.”

Vera Wang’s “Princess” perfume is dainty and sweet. The scent, sold in a flowery box, comes in a crystal heart with a crown for a cap. There is also an edgier version, “Rock Princess”, targeted at younger women.

Diesel’s “Only The Brave” cologne for men is shaped like a clenched fist. It’s described as “masculine” and “virile,” with an “oriental, woody and leathery” musk.

Fling is a “low calorie chocolate for women.” It’s a “delicate truffle … enrobed in shimmering chocolate that looks as glamorous as the women it’s made for.” They make sure to hit all the girly points here – pink, sparkly, glamorous, and of course, low-calorie.

Nestle’s Yorkie chocolate is explicitly “not for girls,” because it’s “solid,” “no nonsense,” and “delivers real hunger satisfaction.” (Available only in Europe)

Go Girl is a “beautiful energy” drink, sold in 6-packs called “girlfriends.” They come in “Glo,” “Bliss,” and Sugar-Free.

Promotions for Her energy drink can be found on VH1 reality shows and celebrity gossip magazines. It’s “geared towards women who are on the go with active lifestyles while maintaining that fun and flirty image.”

The website for Erektus brings you to a cartoon strip club. Click the stripper pole to “see it’s beauty…”, and see a cartoon stripper dancing beside the link to Erektus’ TV spot.

Billy Boy , created by a German condom company, is sold only in Germany and the UK. It features a cartoon penis juggling fruit, and comes with a free condom.

These types of campaigns must generally work, since they’re repeated ad nauseum. Still, the question stands about which came first. Did the clichés arise because they really reflect feminine and masculine nature, or have they been so ingrained in us from birth that we’ve been trained to agree? Either way, products like these aren’t helpful for anyone trying to defy gender roles or separate themselves from stereotype.

Here, we look at ads that go out on a limb to link their products to sex.

“Toilet paper & pleasure”

WHAT IT’S SELLING: Renova toilet paper

WHAT IT’S SAYING: Going to the bathroom has never been so hot.

Renova specializes in silky toilet paper, priced at $13-$20 for a three-pack. See some of their products here. Though by the looks of Renova’s recent liquidation sale, the economy hasn’t been so kind to high-class bath tissue.

“Join the zero mile high club. / Now doin’ the nasty is anything but. / Detox your home.”

WHAT IT’S SELLING: Method floor cleaner

WHAT IT’S SAYING: For those times you can’t wait to walk 10 feet into the bedroom, we’ll be there.

While it’s not a complete impossibility, messy floor-sex doesn’t really come to mind when shopping for cleaning products. Kudos, though, for featuring an interracial couple.

“The ultimate attraction.”

WHAT IT’S SELLING: BMW

WHAT IT’S SAYING: Just looking at this car will get you off.

Some people might say cars have sex appeal, but this is overkill.

“Adults only”

WHAT IT’S SELLING: Nutrecan Senior Dog Food

…Really?

“It’s fun to be scissors!”

WHAT IT’S SELLING: Mischief Scissors

Clever, but it seems like an arts & crafts project gone soft-core. Innuendos might be appropriate here, considering the brand name of the product, but why conjure up a statutory teacher-on-student situation?

“Never let their toys die.”

WHAT IT’S SELLING: Energizer batteries

WHAT IT’S SAYING: If the batteries die, their innocence might too.

Playing the parental fear card, Energizer hopes you’ll believe they can keep your kids out of trouble. But it’s doubtful a pack of double A’s has that kind of power.

WHAT IT’S SELLING: Kiss Cigarettes (Israel) / no English translation available

The Health Ministry of Israel filed a formal complaint against this line of ads. Not for the sexual references, but because “the cigarette-packet figures bear a resemblance to human beings and consequently the images violated the law against the use of human figures in tobacco advertising.” Well, whatever works. [1]

“We’re just as excited as you.”

WHAT IT’S SELLING: Volvo cars

WHAT IT’S SAYING: Even our cars are aroused at the sight of themselves.

Changing the way we look at the emergency break…

WHAT IT’S SELLING: Noise hair gel

Even he looks a little off-put by this.

“For the little things you’ll forget.”

WHAT IT’S SELLING: Post-its

WHAT IT’S SAYING: Help remember the little things. You know, like the name of that girl you just slept with.

Think she’ll be mad if you forget her name? Imagine what’ll happen when she peels that paper off her face.

WHAT IT’S SELLING: Apollo Optik Eyewear (Germany)

WHAT IT’S SAYING: You’ve got to see this.

Hitting the near-sighted-voyeur market.

WHAT IT’S SELLING: Jiwani Mens’ Suits

WHAT IT’S SAYING: Our blazers are custom-fit. Also, they’ll help you get laid.

WHAT IT’S SELLING: Cofani Funebri coffins (Italy)

No one can capitalize on necrophilia quite like Cofani Funebri. They’re more famous for their sexy coffin calendars (Miss October seen above), than for the caskets themselves. Success of the kitschy calendar led to lines of coffin key-chains, iPod covers, t-shirts, and more. Click here for examples of their products.

“Becoming a donor is probably your only chance to get inside her.”

WHAT IT’S SELLING: Organ Donor Foundation (South Africa)

WHAT IT’S SAYING: Having an organ removed is a sexual experience.

Who knew a charity could top the coffin calendars in morbid sexuality?

“Get there faster.”

WHAT IT’S SELLING: Elite Luxury Car rental

WHAT IT’S SAYING: Rent these cars, and get to your destination faster. And by destination, we mean the prostitute on the corner.

The only thing tying this identity-less woman to a rental car, is the road line running up each one of her legs. Looks like the ad execs were just feeling lazy.

WHAT IT’S SELLING: What Mobile cell phones

Exactly. What mobile?

“Make sure your hair is the second thing he’ll notice about you.”

WHAT IT’S SELLING: Pantene Pro V hair products (Brazil)

WHAT IT’S SAYING: Your chest is really the only thing he cares about. But after that, your hair should look nice, too.

The text is almost illegible in that small, round, flesh-colored sidebar. But without it, we’d never know what thin link they’ve forged between cleavage and shampoo. It’s a weak excuse to justify cheap methods of grabbing attention.

“Believe it or not, this sweet little thing can keep your record clean and save you money.”

WHAT IT’S SELLING: Beltronics Radar/Laser Detector

No, wait, this is a weak ad with cheap methods of grabbing attention. It makes the Pantene print seem high-brow and logical.

It must be tough for ad executives who sell unsexy products. Fashion and liquor ads have it easy. Most marketing campaigns for batteries or post-it notes go the G-rated route, to match the tameness of the products. But for those few salesmen who want to make that leap, tossing sex or innuendo where it seems out of place, we salute your courage. Now do us a favor, and stop it.

Sources:

Adland Archive

Ads of the World

Coloribus Ad Archives

Ad Sneeze

Here, we take a look at how this ceremony is exploited for a profit, and how ads can influence and alter our perspective on the institution.

THE ROCK

Diamonds are an ad agency’s best friend.

“Intensive weight loss program for brides to be.”

WHAT IT’S SELLING: Gold’s Gym Membership

WHAT IT’S SAYING: You have to lose weight for your wedding day, because no one likes a fat bride.

Would it be healthy to lose so much weight that your ring doesn’t even fit anymore? It may come as a surprise, but plenty of curvy women get married, too.

“BEFORE / AFTER: It will change more than your body.”

WHAT IT’S SELLING: Plastic Surgery (Dr. Jorge Perea, Colombia)

WHAT IT’S SAYING: Cosmetic surgery will help you finally get a man.

Yes, preying on insecure and lonely people is always a respectable approach.

“Brings out the best in glass.”

WHAT IT’S SELLING: Windolene Glass Cleaner (South Africa)

WHAT IT’S SAYING: If you can’t afford a diamond, you better fake it. With the right glass cleaner, she’ll be too dumb to notice the difference.

WHAT IT’S SELLING: Zero Jeans, Slim Fit

WHAT IT’S SAYING: Pants so tight your ring will leave a lasting impression.

Now, at the risk of reading too much into this, why exactly does she have to have a wedding band in her pocket, as opposed to a number of other pocket items? Does this come with the implication that that’s what their audience is after, and if they’re thin with tight pants, they get the guy?

WHAT IT’S SELLING: Natan Jewelry

WHAT IT’S SAYING: Give her a diamond, and her legs open right up! …And we thought prostitution was illegal.

Way to keep it classy, Natan.

PIECE OF CAKE

Wedding cakes are for more than just the reception.

“The Axe Effect”

WHAT IT’S SELLING: Axe Body Spray (Brazil)

WHAT IT’S SAYING: Use this body spray, and women will scratch and claw at the chance to marry you.

Axe is notorious for portraying women as a pack of dogs in heat, with an insane reaction triggered by a single whiff of cologne. It’s getting pretty old.

“Need to lose a little weight before your wedding?”

WHAT IT’S SELLING: Slim Fast

WHAT IT’S SAYING: Without these weight loss shakes, your wedding day could be a disaster.

If brides-to-be aren’t completely obsessed with their bodies by now, it’s a miracle.

“Men who find love in strip clubs.”

WHAT IT’S SELLING: Marie Claire magazine / Feature Article

WHAT IT’S SAYING: Empty sexual attraction can lead to love. Find out how!

“One thing leads to another.”

WHAT IT’S SELLING: Nescafé

WHAT IT’S SAYING: Coffee leads to polygamy?

“The world’s never going to be like this. Lose weight with Sanavita.”

WHAT IT’S SELLING: Sanavita Yogurt

WHAT IT’S SAYING: Overweight people never find love. Your only chance at happiness is weight loss, via yogurt.

Thanks Sanavita, for trying to boost sales by shaming your customers.

“Everything’s sexier in Paris, Las Vegas”

WHAT IT’S SELLING: Hotel Rooms

Las Vegas: preserving the sanctity of marriage, one drunken hook-up at a time.

WHAT IT’S SELLING: Tusker Beer (East Africa)

Only the man gets ridiculously plastered here, leaving the bride on her own. It might be nice if either (a) he wasn’t irreconcilably wasted at the altar, or (b) she at least joined in on the fun.

HERE COMES THE BRIDE

Clichés about women in advertising: Bridal Edition.

“Behind every happy wedding, there’s a woman.”

WHAT IT’S SELLING: Extra Outlet, promoting bridal gifts (UAE)

WHAT IT’S SAYING: Make her day even more special by giving her what she really wants – a washing machine, vacuum cleaner or toaster oven!

Compared to other Arabic nations, the United Arab Emirates is very modern and westernized. But they sure do hang on tight to their archaic beliefs about women.

“Can you think of a better reason?”

WHAT IT’S SELLING: Botox Cosmetic Injections

WHAT IT’S SAYING: Your daughter’s getting married, which means you’re unacceptably old. So, go paralyze tiny muscles in your face!

“Women know their priorities (especially on wedding day).”
(region unspecified, presumably non-U.S., per the grammatical translation error)

WHAT IT’S SELLING: Zappata Shoes (spec ad)

WHAT IT’S SAYING: Women care more about their shoes than they do about their husbands.

Safety first – for those pearly pumps, that is. Her husband takes the backseat, clearly objecting, but powerless to change the situation. This implies that women have their priorities in the wrong place, and men just have to deal with it.

“Get there faster.”

WHAT IT’S SELLING: Elite Luxury Rental Cars

WHAT IT’S SAYING: Grooms don’t care about the ceremony, they’re just waiting to get some action in the bedroom later.

Aside from being insulting, this has nothing to do with rental cars.

“You’ll want to show it off.”

WHAT IT’S SELLING: Innoxa Skin Firming Cream

WHAT IT’S SAYING: If you’ve got it, flaunt it. Even if it is your wedding day, in front of all your extended family, in a church.

That would be one awkward ceremony, indeed.

CALLING IT OFF

When “forever” is just a figure of speech.

“Fast(er)”

WHAT IT’S SELLING: Newton Running Shoes

WHAT IT’S SAYING: You’ve made a terrible mistake! Run!!

Conversely, the Newton ad for men shows a male ex-con running from prison guards.[See Ad Here] So, men are bad husbands and bad members of society?

WHAT IT’S SELLING: Excedrin

WHAT IT’S SAYING: You’ll need extra strength to deal with him.

Divorces cause both people stress and headaches. So this ad could alienate 50% of divorcees by implying he’s the only one in the wrong. It might work better as a split-screen ad, with ExHusband and ExWife side by side – because there’s no doubt that an “ExWife” ad on its own would be branded “sexist” in an instant.

WHAT IT’S SELLING: Tipp-Ex white-out (South Africa)

WHAT IT’S SAYING: You’ll need extra help erasing this mistake.

It’s a recurring theme that men are the sole problem in each failing relationship, which is pretty unfair and inaccurate.

“1 out of 5 women is a victim of domestic violence. Act now.”

WHAT IT’S SELLING: Amnesty International / Public Service Announcement

It’s an upsetting image, and an upsetting statistic. While Amnesty International does do a lot of good work for human rights, most of their ads tend to focus on abused women. It is an important issue, since an estimated 1.5 million women are victimized every year. However, there are also 835,000 annual cases of men abused domestically, but their issues are rarely addressed in public service announcements. [6] Some more balance in the campaigns would be prudent, and might help more men speak up about the problem.

People spend a lot of time, money and energy in preparation for their weddings. For many, the planning and daydreaming about that big day starts well before the spouse is even selected. So, it’s no wonder that matrimony is used so heavily in various advertisements. While they sometimes hit the mark with an effective campaign, the relationship between wedding vows and product sales is all too often an unholy union.

Sources and References:

[1]  U.S. Wedding Statistics // USA Wed Link Online

[2] AdsOftheWorld.com

[3] Gender Ads // Marriage

[4] Coloribus Ad Archives

[5] Advertolog Ad Archives

[6] “Domestic Violence: Men are Victims of Abuse, Too” (Doug Harlow) Kennebec Journal, Morning Sentinel. February 22, 2009

And for years, it’s been somewhat difficult to criticize the activist group, because after all – they’re selling sex to save lives, right?

Well, sort of. Some argue that the borderline-irrelevant relationship between sex and activism has now ventured into ridiculous territory.The latest PETA promotional teaser? An online link via Facebook that merely says, “Like Boobies?”

After clicking the link, you are redirected to a game called “Breasts, Not Animal Tests”, where the goal is to click on as many cartoon breasts as possible before your time runs up. While some view the  game as a witty way to raise awareness about animal testing in breast cancer research, others find it to be a farce of exploiting the female form in the name of an animal rights agenda.

Since sex always grabs attention – though generally not in a respectable or reputable fashion – was this brand of activism born out of laziness?

This mode of marketing rests on triggering the bottom-feeding base level human sex drive, without first attempting to stimulate a higher form of communication and education. Of course, it begs the question – if the campaigns work, do the ends justify the means?

PETA’S HISTORY of EXPLOITATION IN THE NAME OF ACTIVISM

While animal rights activism is a noble cause, PETA’s slogan might as well be “Exploiting Animals, Bad. Exploiting Women, Good.” Thanks for the sentiment, but let’s not advance one group at the expense of another.

Sources:

Thanks to StilettoREVOLT reader Elizabeth Dellner for the “Breasts, Not Animal Tests” link!

“PETA Disgusts Americans With Adolescent Advertising” (Intern Katy). Jezebel Online News. January 28, 2009

“Breasts, Not Animal Tests” Peta2 Interactive Online Game

“Too Hot for TV: PETA’s Banned Ads” // PetaTV.com Official Site

The auction winner, a 45-year-old Italian business man, paid for her flight to Venice, met her with a box of chocolates, and took her sight-seeing before they checked in to a hotel. There, she had to provide a certificate verifying her virginity before she was paid for the service.

She said the man “didn’t say if he was married or had a family, and I didn’t ask him.”

Percea isn’t the first to profit from society’s virginity fetish. Most notably, Natalie Dylan sold hers for $3.7 million back in January of this year. Alina Percea credits Dylan with giving her the idea, saying she was “inspired” when she read the story on a German erotic website.

Dylan, a 22-year-old from San Diego, began her online auction in the fall of 2008. Bidding reached $243,000, until a breast augmentation and the added publicity of Howard Stern’s radio show rocketed her into multi-million dollar territory.

Natalie Dylan, Before and After

Since prostitution is illegal in most of America, she completed the transaction through Nevada’s Bunny Ranch brothel.

Unsurprisingly, these events have sparked a series of international debates, a mixture of public intrigue and outrage. Some laud the girls for making widespread perversions work in their favor. After all, they’re raising money to get an education.

On the other hand, at least in Dylan’s case, it’s arguable that America doesn’t practice what it preaches. With very few exceptions, our national laws decry and criminalize prostitution. However, the media rewarded Dylan’s behavior with incredible attention and financial success, not unlike the pseudo-celebrities whose careers were launched by sex tapes. She has since been paid to make appearances at parties, and recently signed a book deal with David Black Literary Agency.

The obsession with virginity is a widespread phenomenon that’s existed for centuries. If so many people are preoccupied with being “the first”, is it really about the appreciation of purity, or merely about conquering un-touched territory? Are they captivated by the presence of innocence, or just relieved there’s no frame of reference for comparison?

Britney Spears made a name for herself as a happy, wholesome pop star who was saving herself for marriage. Her image was shaped as a virginal lolita, a persona of “innocent seduction” that launched her to superstar status.

Former Spears lawyer Eric Ervin, however, said in November, 2007, that the “virgin” image Spears portrayed was a “PR blitz.” He’d been engaged in the media cover-up of her sexual activity from the time she was 14. They chose to hide it  from the public because “virginity is a hot commodity, even if it’s an illusion.” And, it worked.

Punishing pedophelia is borderline hypocrisy in a culture that promotes rampant over-sexualization of teens and preteens. Young actresses and pop stars are harassed and objectified by men old enough to be their fathers and grandfathers. Stars like Britney Spears, Lindsay Lohan and the Olsen twins even had fan websites with countdown clocks to the very minute they became “legal”.

The Olsen twins, at ages 15 and 17

Britney Spears, at ages 16 and 17

Lindsay Lohan, at age 17

Many young female celebrities are promoted with implicit sexuality before they’re 18, and immediate explicit sexuality the moment that fateful birthday arrives.

In a recent CBS Sports Community discussion entitled Who’s On Your Countdown Clock? , one father writes, “mylie cyrus will be 18 soon,and i can finaley throw that bag of candy thats been under my truck seat away…besides im tired of  bribeing my son into watching hana montana…lmmao” [sic].

Miley Cyrus, at age 8

Miley Cyrus, at age 16

Interestingly enough, the latest generation of tweenie-pop princesses (primarily Miley Cyrus, Vanessa Hudgens, and Ashley Tisdale) have spawned from Disney shows and movies. With their images strictly managed by the Mouse, the girls are now the ones sexualizing themselves, as evidenced by Miley Cyrus‘ MySpace photos, above.

It’s no secret that America is obsessed with youth. But the insatiable appetite for seductive young virgins has led hoards of minors to ooze sexuality, often before they’ve even hit puberty.

They’re taught to seek unhealthy amounts of attention that they couldn’t possibly be emotionally equipped to handle. Is it any wonder why Britney, Lindsay, the Olsen twins, and more, have emerged from their teenage years so maladjusted?

If our society claims to be more civilized than generations past, we need a severe re-evaluation of this ever-present fetish. How can we raise our children correctly, if we’re so obsessed with taking their innocence? The quality of life for our young people, not to mention the future they’ll mold and create, is in serious jeopardy.

Sources:

“Romanian Woman Sells Virginity for the Price of a Used Honda” // The Daily Loaf (Shawn Alff) May 18, 2009

” ‘I was attracted to him, so I enjoyed it’: Teen who auctioned off her virginity for £8,800 reveals details of her first time ” // UK Daily Mail (Deborah Arthurs) May 16, 2009

“Natalie Dylan Auctions Off Virginity For Offers Of Up To $3.7 Million” // Huffington Post, Daily Telegraph. January 12, 2009

“Virgin-for-sale Natalie Dylan” // New York Daily News

“Britney Spears’ Secrets: Sex at 14″ // Us Magazine (November 20, 2007)

They’ve always stood by their greasy, sloppy, all-American food. But who’s responsible for their greasy, sloppy, cheap American advertising?

Founder Carl Karcher, a devout Catholic with an 8th grade education, raised 12 children, attended mass daily, and began every company board meeting with the Pledge of Allegiance.

Founder Carl Karcher

He was also a criminal. In 1988, Karcher was fined $688,000 by the SEC for insider trading. He freely permitted racism within the company as well, dismissing every single complaint about racial-slurs. That is, until 2002, when a group of minority workers pressed charges. They ultimately settled out of court, and Karcher paid $255,000 in damages.

The Car Wash Seen ‘Round the World

The new millennium brought an unprecedented overt sexuality to the Carl’s Jr. ad campaign. The media dubbed it “Hamburger Porn”, linking sex and burgers like never before.

ADage.com’s Ken Wheaton claimed the Paris Hilton Carl’s Jr. ad will make you feel unclean, like you need “a boiling hot shower”.

In an open letter to the president of Carl’s Jr., a concerned father writes, “My wife and I are parents of two teen-aged daughters and a 20-year son. … There are millions of us who still believe that sex is a very special act and should be reserved for that one special person with whom you plan to spend the rest of your life.

“Pornography can be terribly addicting and fuels marital infidelity, sexual abuse, rape, and pedophilia. To deny the harmful effects of pornography on our society is as mindless as the tobacco industry claiming that there’s no real evidence that cigarettes cause any kind of health risk!” (See the full letter here)

CurrentTV’s Sarah Haskins’ reviews the ad campaign

“Edgy–sometimes with humor, sometimes with sexuality–is what appeals to the ‘young, hungry guy’ who’s our target customer,” sums up Brad Haley, EVP of Carl’s Jr marketing. “Some find it annoying, but activating another sense or creating another appetite appeal” has proven highly effective, he says.

When Carl’s Jr. became aware of the backlash surrounding these ads, they made a feeble attempt at insinuating political correctness, without sacrificing overt sexuality. Such was the case for the most recent Padma Lakshmi spot.

The advertising firm responsible for the ads, Mendelsohn Zien, wears negative press like a badge. Hardee’s was once voted by consumers as “the fast food chain they most want to avoid.” But now, Hardee’s Thickburger reigns as “best burger” in 14 cities. Nevermind the fact that, at 1480 calories, one burger makes up nearly your entire day’s caloric needs.

According to their firm’s official website, “after eight years of decline and ten different advertising agencies, Mendelsohn Zien concepted a new product line and a new way of thinking” for Hardee’s and Carl’s Jr, resulting in the rebirth of their business.

Apparently, we live in a world where Hamburger Porn is a legitimate business model. And if the statistics are true, shame on us for buying into it, and shame on us for reinforcing the retrogression of women in the media.

Sources:
NNDB: Carl N. Karcher
Mendelsohn Zien Advertising
“Here’s That Hardee’s/Padma Lakshmi Ad Everyone’s Salivating Over, Shame On You All” (Ken Wheaton) Advertising Age Online
“Hardy Tales from the ‘Revolution’”  Franchise Times, Top 200 Issue. October 2004

But before we had the internet or television, or even cars, we had magazines. The first known publication was in 1734, London’s Gentleman’s Magazine. It was so well received, that dozens of copycat publications sprouted up within a few years. Today, there are over 10,000 magazines circulating in the U.S. alone. [1]

Ads push more than just products. They sell concepts, emotions, behaviors and lifestyles.

Many magazine ads can be simple, clear and relatively harmless. However, many are also dishonest, unhealthy, and manipulative. Here, we examine how modern ads spread some insidiously warped ideals, particularly regarding women.

DEFINED BY A NUMBER

Ranking women by their weight and wrinkles.

AD CAMPAIGN: Aprilla Motorcycles (Italy)

“The Arrecife Range: Now Several Sizes Smaller.”

WHAT IT’S SELLING: Motorcycles

WHAT IT’S SAYING: Our product is better when it’s small, just like you.

Showing a male technician measuring a woman’s naked behind implies that women’s bodies are as closely inspected as motorcycle parts. We don’t see her face; the only part of importance is highlighted clearly in the center. While it may work to judge your machinery by parts and pieces, it’s never good to classify a human being’s identity to physical measurements.

AD CAMPAIGN: Fit Yogurt (Brazil)

“Forget about it. Men’s preferences will never change.”

WHAT IT’S SELLING: Yogurt

WHAT IT’S SAYING: Be thin, or no man will want you.

Since when is waist size a woman’s only lovable quality? There are plenty of women who look as beautiful as these plus-sized models, and plenty of men who find them attractive. But thanks, Fit yogurt, for trying to make a profit by shaming your customers.

AD CAMPAIGN: Detour Protein Bars

WHAT IT’S SELLING: Protein bars

WHAT IT’S SAYING: Being plus-sized is unattractive.

The body language of the plus-sized model shows insecurity and weakness, as if she’s ashamed of her body and food choices. The athletic model, on the other hand, stands with pride and strength. Imagine if the positions were reversed. Who would seem empowered then?

But Detour has angled it to you this way in hopes of reaching a single goal: selling more Detour bars. Industries like these train people to judge themselves and others by how they look in a swimsuit. This devalues other traits like having a sense of humor, being intelligent, honest, loving or creative.

AD CAMPAIGN: Equinox Fitness Center

WHAT IT’S SELLING: Membership to Equinox fitness center.

WHAT IT’S SAYING: Join Equinox! You might hate your husband, but at least your son’s friends will think you’re hot.

The strategic placement of a fairy-tale reference beside a hundred-candle birthday cake implies that older women should wish to be young again, and achieve that youth through sexual prowess of younger men. Feeling healthy and attractive is a great goal, but this ad implies that having a fit body is a woman’s only chance at living “happily ever after”.

GOLD DIGGERS

Taught to be bought.

AD CAMPAIGN: Rinat Levy Clothing

WHAT IT’S SELLING: Rinat Levy Clothing

WHAT IT’S SAYING: Women can be bought and paid for.

A man is worshipping this “sold” woman, though it’s unclear whether he is, in fact, her new owner. Likened to a product with a price tag, she commands some sort of power over him, while locked in a plexiglass tube. Rinat Levy parallels two contradictory messages here, neither of which are healthy.

AD CAMPAIGN: De Beers Diamonds

WHAT IT’S SELLING: De Beers Diamonds

WHAT IT’S SAYING: Control how she treats you by buying her diamonds!

Shaping an entire gender as predictably Pavlovian dogs, De Beers encourages you to buy your way into a better relationship. Or at least, De Beers used to encourage that, before they were banned from the U.S. in 1996, due to a variety of crimes and human rights violations. (See Article Here)

AD CAMPAIGN: Natan Jewelry

WHAT IT’S SELLING: Natan Jewelry

WHAT IT’S SAYING: Give her this ring, and her legs open right up!

Even more Pavlovian than the De Beer’s ad, Natan sets up the expectation for diamonds to demand sexual compensation. And we thought prostitution was illegal.

RELATED LINK: CurrentTV’s Sarah Haskins does her best impression of “jewelry face” with Target Women: Jewlery.

SEXY SEXINESS SELLING SEX FOR SEX SAKE

Because that’s all that matters, right?

TARGET: TEENS & TWEENS

AD CAMPAIGN: Aerie (American Eagle)

WHAT IT’S SELLING: American Eagle Underwear

WHAT IT’S SAYING: Bras aren’t for support, they’re for getting attention!

The only way for a bra to “turn some heads” is if everyone can see it. So, this basically tells girls that it’s cute and “flirty” to show off your underwear. Of course, it doesn’t warn them about the dangers of harassment, molestation or date rape, and the common (albeit warped) misconception of “look how she was dressed, she was asking for it!” No one can plan or entirely prevent abuse, and the victims are never to blame, but they can definitely take precautions to minimize their chances of victimization. Of course, that message doesn’t really sell clothes, does it?

AD CAMPAIGN: American Apparel

WHAT IT’S SELLING: American Apparel clothes

WHAT IT’S SAYING: Objectifying yourself makes you powerful.

To broadcast a trendy teen model sitting spread-eagle in the backseat of a car is encouraging girls to not only wear this style, but to embody this attitude, as well.

AD CAMPAIGN: Lee Jeans (Australia)

WHAT IT’S SELLING: Lee clothes

WHAT IT’S SAYING: Everyone pays attention to a half-naked tease.

Her tube-socks, overalls, and curly red locks give the impression of a very young girl. Yet her tongue lingers suggestively along that popsicle, atop her barely-covered naked torso. This campaign, promoting Lee’s teen clothing line, has an uncomfortable kiddie-porn feeling. It’s no wonder girls start oozing sexuality before they’ve even hit puberty.

AD CAMPAIGN: Calvin Klein

WHAT IT’S SELLING: CK clothing

WHAT IT’S SAYING: Orgies are hot. You should try it.

Teens are so oversexed that subtlety doesn’t work anymore.

AD CAMPAIGN: Gossip Girl // The CW

WHAT IT’S SELLING: TV show

WHAT IT’S SAYING: Teen sex is glamorous, and a great way to get back at your parents, too!

Yes, these are real ads with real text. Gossip Girl’s target audience is under the age of 18, including many pre-teens barely approaching puberty. Impressionable kids worship shows like these, sometimes using them as a sole source of sex education.

Parents have swiftly reacted to these ads, which was presumably part of the plan. The campaign even uses a negative review from Parents Television Council as a badge of honor. But as one mom put it, “No pair of 16-year-olds has steamy sex. They have quick, awkward sex in semi-private unsexy locations,” and you would never know that based on these ads. A teacher chimed in, saying, “Last month we caught an 8th grader getting a blow job from a 7th grader. I wish that wasn’t a true story.” And it’s far more common than you’d care to know. [Source: MollyGood Gossip Girl Online Discussion]

TARGET: WOMEN

AD CAMPAIGN: Wonderbra

WHAT IT’S SELLING: Bras

WHAT IT’S SAYING: There are only two ways to get a man. If you can’t cook, you better be sexy.

We see this model hanging on, and hanging out, with an attitude of empowerment. But in reality, this ad perpetuates archaic gender stereotypes. And what’s worse, it promotes objectifying yourself as a way to feel strong and powerful.

SR SIDE NOTE:

If you want to have nice curves, or you love to cook, or it’s always been your dream to be a stay-at-home-mom, all of those things are perfectly good goals. We just oppose companies who say you should make those choices to please someone else. That is never healthy, fulfilling or productive.

AD CAMPAIGN: Imedeen Skincare

WHAT IT’S SELLING: Imedeen Skincare

WHAT IT’S SAYING: Technically, drink lots of water for healthy skin.

Way to keep it classy, Imedeen. Who is this appealing to? You do know your target demographic is women, right?

AD CAMPAIGN: Flirt Vodka (Russia)

“Keep The Memories”

WHAT IT’S SELLING: Vodka

WHAT IT’S SAYING: It’s fun to get drunk and give strangers blow jobs.

This woman is smirking and the focal point is on her scarred knees – implying that flirtation and sexual favors give women a sense of empowerment. While intimacy is nothing to be ashamed of, empty promiscuity is rarely the route to self respect. Why can’t she be an executive, closing a multi-million-dollar business deal? We’d much rather keep those kind of memories.

AD CAMPAIGN: Scandinavian Design & Streetwear Exhibit

WHAT IT’S SELLING: CPH Scandinavian Design & Streetwear Exhibit

WHAT IT’S SAYING: Any man with taste finds skinny, lifeless dolls attractive.

Clever. This man’s sex partner is a life-sized doll, implicitly better than any woman who walks, talks, or doesn’t wear a size zero.

AD CAMPAIGN: Lee

WHAT IT’S SELLING: Lee Jeans

WHAT IT’S SAYING: Porn is so in this season.

Lee teeters on the border of ambiguity here, because hey – they could be cross-promoting Gatorade Frost. But the truth is, conjuring up images of porn stars in raunchy positions is just a cheap ploy to get our attention. How is this supposed to make us buy jeans?

AD CAMPAIGN: Dolce & Gabbana

WHAT IT’S SELLING: Dolce & Gabbana

WHAT IT’S SAYING: Gang rape is so in this season.

This ad was eventually pulled, and Dolce & Gabbana admitted they crossed the line.

AD CAMPAIGN: Exit Shoes (Belgium)

“They’ll find the way out.”

WHAT IT’S SELLING: Women’s Shoes

WHAT IT’S SAYING: Sex slavery is no big deal! If they only had the right shoes, they would’ve escaped by now.

Exit’s ads for Women’s Shoes feature girls in humiliating and powerless positions, but the alternate campaigns for Mens’ Shoes feature men as spies and action heroes. (See Mens Shoe Ad Here). Last we checked, you could still be creative in advertising without patronizing an entire gender.

TARGET: MEN

CAMPAIGN: Axe Shower Gel

WHAT IT’S SELLING: Shower gel

WHAT IT’S SAYING: This shower gel makes women do whatever you want.

Axe is notorious for branding women as a pack of wild dogs humping anything that smells nice. This ad shows a guy relaxing in a position of control, enjoying coffee and cigarettes while a girl gives him oral sex. The text brands this “the Axe effect”, implying that a liquid soap can give men complete sexual dominance over women. Please, do give us some credit.

AD CAMPAIGN: Che Magazine (Argentina)

“Let us keep dreaming of a better world.”

WHAT IT’S SELLING: A magazine

WHAT IT’S SAYING: Go ahead. She’s asking for it.

The camera is placed at such an angle that we have no choice but to look up her skirt. Which, in turn, will get shorter as men take her number. She has no face or identity, we know nothing of her goals or fears. Instead, she’s just a lump of flesh with apparently no standards, and “in a better world”, she’s willing to keep it that way.

AD CAMPAIGN: P&O Cruise Ships (Britain)

WHAT IT’S SELLING: Cruise vacation

WHAT IT’S SAYING: Go ahead. They’re asking for it.

Perpetuating the mentality mentioned in the previous ad, this implies bathing beauties are always wanting sex, whether or not they explicitly say so. The ad was quickly pulled, due to negative press.

AD CAMPAIGN: BMW

“You know you’re not the first.”

WHAT IT’S SELLING: Used Cars

WHAT IT’S SAYING: Used women are like used cars.

Apparently, if you can’t get a brand new girl, make sure she’s still young with very little mileage.  BMW’s target audience is middle-aged men, so why does this seductress look 16? Not only is it borderline-pedophiliac, but this ad shames all women who are sexually experienced by comparing them to used machines.

AD CAMPAIGN: Evan Williams Liquor

“Aged 7 Years: The longer you wait, the better it gets”

WHAT IT’S SELLING: Liquor

WHAT IT’S SAYING: A girl is like a bottle of scotch: let her mature a few years before you open her.

Does this mean men should start looking in schoolyards for future sex partners?

AD CAMPAIGN: Organ Donor Foundation

WHAT IT’S SELLING: Participation in the Organ Donor Foundation

Using disturbing innuendos to grab attention for a charity? It’s reminiscent of PETA and Rethink Breast Cancer. (See PETA: Humanizing Animals and Animalizing Humans and Save the Boobs, Etc.)

AD CAMPAIGN: Tom Ford Cologne

WHAT IT’S SELLING: Cologne

WHAT IT’S SAYING: This fragrance is for men.

A strategically placed cologne bottle forges an innuendo that’s impossible to miss. We’re sorry, we were under the impression that belonged to us. Our mistake.

WOMEN

ANIMALS  OBJECTS

The ultimate in dehumanization.

AD CAMPAIGN: Shootz Cafe & Billiards

Thursday night is Ladies’ Night”

AD CAMPAIGN: Arby’s

“We’re about to reveal something you’ll really drool over.”

AD CAMPAIGN: Playboy

“Everything looks different if you read Playboy”

AD CAMPAIGN: Absolut Vodka

AD CAMPAIGN: St. Pauli’s Beer

AD CAMPAIGN: Orbit Gum

AD CAMPAIGN: Details Clothing

AD CAMPAIGN: Milk (Russia)

AD CAMPAIGN: Dacron Slacks (c. 1960)

We have no desire to censor anyone, and bear no illusions of destroying these media giants. Instead, our aim is to empower those of you negatively affected by these ads, so you can determine your own truth, and shape your own reality.

Article Sources:

UnderstandingPrejudice.org

Online Commercial Archive

AdSneeze.com

LTCC Gender Ads Project

ShamelessMag.com

Heatons of Tinsbury

Media Circus UK

Bikini Lines Blog

Wikipedia: Magazines