Blog 17: The Parable of the Ring Around the Collar

Lysol Ads consistently show Mothers spraying down kitchens, bathrooms, toys, high chairs, and much more in order to kill 99.9% of bacteria and germs. The ads also consistently show that the germ producers are animals, husbands, children. These ads show women doing all the cleaning while dad is rarely in the picture. Maybe he is away at work being a provider while the woman is at home fulfilling her gender roles.

Not only do the ads play out gender roles, but they use fear to sell the product. Cleaning up is not enough, everything must be disinfected. Mothers must protect their children by making sure everything is disinfected. Animated imagines of enlarged masses of bacteria are layed over imagines of hands, toilets, and toys to expose the deadly threats.

In reality, using the cleaning products are likely to be more dangerous than the common bacteria we encounter on a daily basis. Breathing in the product and dermal contact are dangerous. Our bodies have a natural defense system against bacterias. Living in a sterile environment doesn't help to build any immunity to the bacterias. Other steps can be taken to clean a household without sterilizing it like a hospital.

These ads also give the impression that cleanliness is a part of meeting the social status. I don't think many people in today's society could make it in the times before cleaning products. Just like being able to afford a maid as a sign of elite social status, having a clean house portrays the same concept. All the households shown are clean and tidy. I can only imagine that these Mothers can afford to be stay-at-home-moms. I know from experience that it is extremely hard keeping the household clean while working, taking on 12 units, and taking care of four kids.

The women in the ads are happy to clean and act as a maid for their family. Not only are they smiling while they clean, but they look good too. These imagines are showing society that women must love cleaning and men should not be seen doing such things. Is this why most bachelor pads are messy and gross because they're just waiting for their Mother, girlfriend, or maid to do all the cleaning.

Overall, these ads prey on the fears of people. No one wants to get sick or die as a result of the bacteria they could have avoided with a cleaning product. With the use of natural cleaning solutions, hand washing and a healthy immune system the harsh chemicals aren't needed.

Blog 16: Analyzing Advertisements

The main focus of this ad is a beautiful young woman who is very happy and satisfied. She looks like she going to a Christmas party because of the colors in the ad. The soap and background are Christmas tree green and her lips, cheeks, and top are red. In the background a man is looking at her with admiration. He seems to be longing for her love. The background is dimmed, but the woman is bright and literally popping out of the picture. The statements about beauty are in a pretty and large font that looks handwritten.

The purpose of the ad is to sell a bar of soap that cleans your skin while bringing out your beauty. It is even recommended by doctors and tests show it works if you use it three times per day. The ad does make the ugly green bar of soap look appealing. The ad describes the soap as being mild and pure which may relate to why the soap is green. Green gives people the feeling of being natural. There are even a row of fresh beautiful flowers in front of the soap giving the message that it provides a fresh, natural beauty.

The ad targets adult women of an upper class or those who want the feeling of being in an upper class. It's telling women that they need this product to look beautiful. By putting the doctor approved part on the ad, women can be assured that it works to make them beautifully clean. Another assumption the ad makes is that all a woman has to do is smile and look beautiful to get the attention of men.

This ad for the 'beauty bar' is unrealistic and gives the illusion that women can be one of the beautiful upper class by using their product. In reality the soap is not going to change your insecurities or the way you feel about yourself. The constant use of soap three times per day only strips the skin of it's natural oils which help moisturize the skin and keep it looking young and healthy.

Blog 15: Killing Us Softly 3

After viewing Jean Kilbourne's video about the advertising industry exploiting women to sell their products, I was left feeling mad, sad, disturbed, and disgusted. I have always felt that a lot of advertising seemed wrong, but I had never analyzed it like Kilbourne. It is very clear to me now that the internal tug of war feelings I had when I was a teenager were a partial result from the constant exposure to this advertising. This type of advertising is like subliminal messages, especially for pre-teens and teenagers. I remember trying to figure out how I was supposed to be as a woman and was very confused about how I was supposed to be innocent, but sexy at the same time. As a teenager and even into my early 20's I was feeling compelled to purchase beauty products in order to meet the image standards. I was left frustrated with results that did not get me what the ads promised.

I think that advertisers do have a moral responsibility to society for creating the problems resulting from the ads objectifying women. They should be concerned for their friends and family who are women. At the very least, they can be indirectly affected by those outside of their circle. I hope they know the negative affects the ads are having on America, but I know that greed almost always supersedes moral obligation.

I do believe that advertising is getting slightly better. Maybe as a result of more women rising in the ranks of ad companies. Or maybe the ad companies are just trying to appeal to a broader audience by including normal looking women in ads also. Today, I am more likely to try products that have normal looking women in them, but in the end I know the ad companies will do anything just to sell a product, whether or not it really does what it promises to do.

Now that I am empowered with this information I can pass it on to my two daughters in hopes that they can make better decisions for their life and happiness.