Posts filed under 'stereotypes'
The computer company Dell has recently come under fire for a new ad campaign aimed at women and has taken interesting actions in response. The controversial campaign, called Della, is mostly an advertising push for a range of computers that have fancy graphic designs on their lids.
Yay! Our laptops are pretty!
The Della web site shows different women using Dell computers that match their outfits — apparently every woman’s dream. The web site talks up the computers by discussing features like diet-tracking tools and the fact that the computer can fit in your purse. This is all written in a tone that tries to replicate a conversation between girlfriends, but it borders on condescension.
Now, I’m the first to admit that when looking for a new computer, the fact that computers can come in different colors was appealing. However, this is not something that is exclusively appealing to women. Not to mention the fact that processor speed, memory, and price are more important than color-coordinating one’s computer with her sweater. By underestimating women’s computer literacy and use of a computer, Della really shows a lack of respect for women computer users.
In spite of the fact that most of the information on the web site was about color choices and carrying bags, there is a Featured Artist page to draw in the women consumers. The connection between computers and the artist on the Featured Artist section can be somewhat of a mystery. Not long ago, in the Della Lounge section of the Featured Artist page, visitors got tips on vintage shopping from the author of Practically Posh: the Smart Girls’ Guide to a Glam Life. It leaves me asking What does this have to do with computers?
Dell made a mistake when they based a whole advertising campaign on the idea that women will buy anything if it’s pretty and comes with accessories. While Dell was making assumptions about their women customers, they inadvertently offended and lost some of their target audience.
With in the past few days, Dell changed some of the Della web site’s more demeaning aspects due to the strong responses of the web site’s visitors. The web site’s language is less condescending to women and now uses a more neutral tone and language that may apply to more people. In addition to this change in tone, the Featured Artist section introduces us to the woman behind the designs on some of the Dell computers, with a clear connection to the computers themselves. Because of their outspoken customers, Dell was able to recognize and rectify their mistake.
Although I wouldn’t say Dell’s campaign is now perfect, it is encouraging to see that they actually listen to their target audience. Web site visitors can leave their comments on the different sections for everyone to see (you can too if you go to their web site). Many of the comments are harsh, the fact that they have left those comments up for the public to see is a kind of apology. This, to me, shows progress.
– Ashley Yee
June 8th, 2009
While previous generations were playing with Barbies, current younglings are opting to become Barbie - and their mothers don’t seem to mind. In a current reality TV series on TLC, Toddlers and Tiaras, the cameras follow young girls and their mothers in their quest to win beauty pageants.
Two of the contestants from the show Toddlers and Tiaras on TLC
Beauty pageants have always been scrutinized, and the reason for that is becoming more evident. According to an article by Jessica Bennett in Newsweek, girls are starting to use makeup at a younger age (the average age now is 13), than they did just four years ago, when age 17 was “the makeup moment.” Makeup is not the culprit, but seeking ways to “improve” oneself through makeup is problematic.
The same article reports that pre-pubescent girls are using self-tanners, tightening creams, face masks, and are getting laser hair-removal treatments. The amount that is spent on priming these tweens for womanhood is roughly $100 million annually and counting. I guess there will be no camping or free play for these princesses! God forbid she breaks a nail, and then what?
What’s next, “anti-cellulite” and smoothing cream for those stubborn dimples on a newborn baby’s butt? Get her a pair of stilettos and a wig; maybe add more sparkles to her eyes? After all, she must be reared to compete.
It is hard to pinpoint exactly who is responsible for such dramatic occurrences. Do we blame the mother? She is as susceptible to advertisements and our gender-stereotyping culture as her daughters; however, mothers should learn better discretion. How about society and the ad agencies? Are they the devil or are they the scapegoat: do we create the ad or does the ad create us?
What are beauty ads doing to our kids — where has childhood gone? “To the spa” seems to be an appropriate answer. While businesses and entrepreneurs are cashing in on instilled insecurities that women face more and more and at a younger age every day, it makes me wonder: how healthy can this be for girls who barely graduated to big-girl panties? Also, if 19-year-olds are already getting Botox to get rid of their “wrinkles,” what measures will they take in five, ten, or twenty years from now? I am almost afraid to fathom. Everyone only gets one chance at a childhood, a time to be carefree, but that is something these girls are giving up. It is ironic that little girls are made to dress up like women: makeup, high heels, fitted clothing, yet at the same time pressured not to get older.
–O.V.K.
May 1st, 2009
Or is it Bridget Jones's Diary: The Early Years?
The Candy Apple children’s book series has titles like How to be a Girly Girl in Just Ten Days, Miss Popularity, and The Boy Next Door. In combination with these titles, the books’ hot pink covers and cutesy cartoon images draw in young readers. Candy Apple books are developed on the theory that clothes, makeup, and boyfriends are the primary concerns for tweenage girls.
According to a teachers’ web site, Scholastic’s Teacher Book Wizard, the books are at a third-grade reading level and are aimed at readers grades three through five. These books are marketed to girls as young as seven!
While reading the book How to be a Girly Girl in Just Ten Days, I felt like I was reading Bridget Jones’s Diary: the Early Years. Each chapter starts with a horoscope or advice on dating that could have been taken from any real magazine aimed at teen girls. Some of the magazine-type blurbs have titles like; “QUIZ: What does he really think of you?” “First Date DOs and DON’Ts,” and “From Friend Boy to Boyfriend — Turn Your Pal into Prince Charming by This Weekend!”
In the book, the eleven-year-old main character, Nick, struggles with her appearance and attracting boys until the end, when she settles back into her old style (basketball jerseys and no makeup). Of course, she also gets the boy of her dreams in the end. The basic plot of the main character eventually being content with her original sporty clothes is truly fantastic. However, there are 138 pages (out of the 163) that excitedly outline makeover tips and discuss how fabulous Nick looks post-makeover.
Although the book is trying to make the point that you are fine just the way you are, the message is weakened by the glamour of Nick’s makeover. The author of this book and others in the Candy Apple series take on topics that are potentially pertinent to the target age (i.e. being comfortable with your own style) but execute it in a way that dilutes the positive objective. The issue of feeling pressure to look a certain way is not addressed so that most third and fourth graders can understand it.
Girls in the target age group for these books pick up stories with slightly older characters — in this case, Nick (age 11) — to feel more mature. When reading about these characters shopping for makeup, something the readers probably don’t do yet, they are less likely to see the subtleties of Nick’s turn-around. Books like this one, in spite of their good intentions, can help push young girls into a world that revolves around physical appearance.
If you have kids or work with them, one way to fight these messages is by talking with the kids while they are reading the books. Ask them questions to get them thinking about the things they are reading.
Do you want to give tips on how these story lines might be better executed? You can contact Scholastic Inc. through their web site by clicking here.
– Ashley
April 29th, 2009
Yet another awful Carl’s Jr ad:
OK. Here’s what I learned from this advertisement:
1. Men like buffalo wings.
2. Men want to be cool and macho.
3. Eating Buffalo wings, ogling waitresses, and disrespecting your girlfriend are all a part of being cool and macho.
Wait. What?
I’m sorry Carl’s Jr., but I just don’t follow your logic. Since when does a high-calorie diet equal manliness? And why does Carl’s Jr. feel determined to align its product with misogynistic clichés?
Curious to learn how Carl’s Jr. interprets its own ad, I referenced the press release for this commercial. Here is the message consumers are meant to take away after viewing:
The 30-second spot…features a young, hungry guy enjoying Buffalo wings at his local sports bar. The wings are hot but the waitress is even hotter. The ad ends humorously when the guy is busted by his girlfriend for taking a little too much interest in the waitress.
There are 3 major messages in this article I find troublesome:
1. The clear oversexualization of the waitress. Everything from her risqué outfit to the way she flirts with Hungry Guy promotes the idea that she is a sexual object. Carl’s Jr. is effectively promoting their ideal attractive woman: a young blonde who will prance around seductively for strangers.
2. Hungry Guy’s lack of sensitivity and respect for his girlfriend. Even though he knows she will be upset, Hungry Guy cannot look away from the waitress because she is sexually attractive. Basically, the idea is that macho men are incapable of ignoring a seductive woman, even if they know their ogling may hurt their loved one.
3. The Them vs. Us mentality. By marketing their big, meaty sandwich to men, Carl’s Jr. promotes the idea that men with big appetites, the bad boys, and the kind of guys that make their girlfriends upset, will like this product. Of course, this is ridiculous, but young men watching this commercial may learn to think that when you’re a stud who likes big burgers, treating women as sexual objects is normal.
Hopefully, men and women will take a long second look at this commercial and see it for what it is. Eating a sandwich does not make you more of a man, but avoiding media manipulation and sensing the sexist attitudes behind everyday advertisements definitely does.
If you are fed up with Carl’s Jr. advertising please let them know by clicking here to send your comments directly to Carl’s Jr.
-Nikki
Nikki Roddy is a freelance writer based in San Francisco. After getting her start in magazine publishing in Southeast Asia in 2007, she returned to the United States, where she writes on culture, fashion, and music for various print and online publications, such as SOMA magazine and CountryMusicGoodness.com. In her off time, she enjoys making nachos, walking around the city, and watching live music performances.
April 24th, 2009
These days it often seems like it is a requirement to be good looking to be a good singer. Simon Cowell is known for his harsh words for singing contestants regarding, not just their singing, but their looks too. All of this changed when Susan Boyle came onto Britain’s Got Talent (the UK version of American Idol).
Susan Boyle is moving people world-round with her phenomenal voice. I think it is wonderful that this woman from Scotland is able to be recognized for her amazing talents. In addition to her talents, Boyle’s confidence in the faces of those who doubted and mocked her is inspiring.
In spite of the eye rolls from both the audience and the judges before her performance, she went on to move them all to standing ovations and tears with her magnificent voice. It’s heart-warming to watch the audience’s cynicism and judgment dissolve at the sound of Susan’s voice.
My favorite line in the video is when Amanda says:
I am so thrilled because I know that everybody was against you. I honestly think that we were all being very cynical and I think that’s the biggest wake up call ever. And I just want to say that it was a complete privilege listening to that.
Susan Boyle on Britain's Got Talent
I wholeheartedly agree. The world needs this wake up call. We, as a culture, have become so focused on appearances that we can potentially limit ourselves from people’s talents that can move millions to tears. Hopefully Boyle’s story will help the world open its collective eye to a whole new slough of incredibly talented people that don’t look like Paris Hilton.
Susan Boyle has literally become famous overnight. Over 20.6 million people have seen Susan Boyle’s Britain’s Got Talent YouTube video. Since her performance, Susan has been given several offers for complete makeovers. Apparently now that she’s a star she has to look like a star! And apparently it’s the media that decides what a star looks like!
Susan Boyle At Her Home Piano
I’m inspired that Susan has not let the media get under her skin and make her feel un-pretty or insecure. Susan is comfortable with herself and her looks and she won’t let instant fame change who she is. In an interview on CNN’s American Morning on Friday Susan said:
I wouldn’t want to change myself too much because that would really make things a bit false. I want to receive people as the real me, a real person.
That’s a message that About-Face can endorse and everyone should take to heart.
You can live your dreams and be talented no matter what you look like, how old you are, or where you’re from. All it takes is confidence and determination. Don’t be afraid to show yourself. Don’t hide your talents out of insecurity. And definitely don’t believe anyone who rolls their eyes and says “you can’t.”
If you want to contact the people behind Britain’s Got Talent to let them know how you feel about the representation of Susan Boyle, you can email them at viewerservices@itv.com
-Jaimie and Ashley
April 17th, 2009
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