Sadly, Still Sex-nifigant
The other day I stumbled upon an article that UnderConsideration had a link to on the Quipsologies page. The article raised a point that I don’t think we pay attention to anymore, not because we don’t care but because it’s such a ubiquitous truth that there is no reason to raise it: sex still sells. The article appears to have been written in response to public outrage at a certain Calvin Kline billboard with what appears to be an orgy about to happen. The public was outraged that such advertising could exist, that there were no filters or oversight to prevent such a travesty from happening.
But then the article makes the real point: this has been going on for ages.
Should we be outraged at the continuing process? Should we even be surprised to see such explicit imagery being used in advertising? The problem, it seems, is really the double standard we set for ourselves. When companies like Abercrombie only receive passing criticisms for their use of explicit imagery. Society declares it’s outrage, screams that it shall not tolerate treating people as objects, and raises it’s voice against those who would perpetuate such indecency to our children! Then it sits down calmly, plunks the credit card onto the counter and pays for the pair of jeans and t-shirt it just bought.
What’s truly outrageous is that it’s been happening for a very long time. The article goes into some depth by pulling examples from the last several decades to make the point. It’s not new, and outrage at “new” or more “outlandish” examples betrays the fact that we continue to let it happen, period. As a member of the design community, I understand that it’s a more complicated issue than it looks like at a glance. It’s more than just trying to associate a product and good feelings, it’s about trying to sell a lifestyle. That lifestyle exists, and our society embraces it. We look to the news for drama and scandal. As a society we revel to watch Jon and Kate break apart their marriage vows. We applaud (and almost anticipate) politicians who are crucified to marital unfaithfulness. As a society we don’t marry as often, we have more partners on average than ever, and our sexuality is at the forefront of so many major issues. The advertising we complain about isn’t causing this, it’s the mirror pointing back to us.
And that’s really what it’s all about. We can’t keep blaming ads for ruining our society. We can’t keep saying that the ads make us stumble or that the drama makes us weaker. Those are only reflections of the things we already wallow in. Yes, ending the use of explicit imagery in advertising would be great. Praise, hallelujah! But the real change comes from our society, and the ads will reflect that change, should it ever happen.
Your Brocolli Stalk Is… So…
Every year the superbowl shows ads ranging from hilarious, to beautiful and sometimes scandalous. Many of you may remember one of the many (NSFW) risqué GoDaddy commercials. Well, this year there was one $3 Million submission that NBC just couldn’t accept (NSFW):
I don’t know about anyone else, but I’m pretty sure my past childhood just got retroactively scarred for life. For those that don’t watch the clip because of it’s “not safe for work” status, it’s a submission by Peta (People for the ethical treatment of animals). This is the same group known for throwing blood on real fur that people are wearing as well as numerous other questionable… stunts. This time they thought they’d play it a little safer than some of their more common nudity for a cause displays and instead show a clip of very scantily clad women making very suggestive moves on some vegetables. Following this display is the message that vegetarians have better sex.
Apparently the thought with all of this is that sex sells. If you combine beautiful women with lingerie and vegetables, clearly people will want to buy and eat more of them. Furthermore, people will be so encouraged by seeing half-naked women make out with veggies and a flashy “vegetarians have better sex” message that they’ll forego all meat eating.
It’s curious that this veggie message is targeting men too. There’s clearly little appeal to women except for a very small demographic, and it’s a well-established fact that one of the American virtues of manliness is eating meat (as well as growing beards, watching football and belching). In all seriousness though, I was a vegetarian for two years. In those two years I can’t speak to a sex life, but I can say that I do feel more energetic and healthy after eating some meat again. Who knows? Maybe we should host a “year of veggie sex” study to find out.