Kenon Breazeale’s article “In Spite of Women” discusses the ways in which men’s consumerism, in particular to Esquire, is affected by gender roles and feminine influences. He begins by noting that traditionally women have been considered the “shoppers” of society. They are most targeted by advertisers because of this idea that they are consumers. With this obstacle, Esquire’s founders David Smart and William Weintraub had quite the challenge: to create a sense of consumerism in men as has traditionally been found only in women (232). To advertise to men, Esquire did two things: created the idea that women control the lifestyle of America and used visual images of women to maintain dominance over women.
Because it was so accepted that women controlled the lifestyle of Americans, Esquire wrote about how “American standards and taste are in decay, undermined by the pin-headed women who have come to dominate home and control pocketbook” (233). In essence, the authors began to write about what a man would eat, drink, and have that differed greatly from what a woman would generally suggest.
This idea still prevails today. There are definite ideas that are considered male or female. Take for instance this Hungry Man commercial. These “manly men,” as evident by their profession, are sitting around eating lunches consisting of yogurts and smoothies, typically considered more feminine. Then, they decide they should all go to the bathroom together, another typically female stereotype. On their way, they are confronted by a true “man’s man” who calls them out on their feminine actions. The voiceover, in his deep and manly voice, explains how men are to eat and to be full. True manly men are not influenced by those girly drinks. Instead, they eat their hearty meat and potatoes like men should.
Secondly, Esquire showed that men still had authority through visual belittlement of women. Using pin up girls with descriptive captions, Esquire provided “repeated, detailed guidance … as to the attitudes ‘you’ the Esquire Man, should bring to the illustrations and in turn take away from the magazine into your everyday reality” (238).
Obviously, this idea is also still in power today. I don’t think it’s necessary to give any links to the exploitation that can be seen in magazines, songs, television, and so on. I think we all know that it exists. However, what I do question is women’s’ responses to these images. Some believe that this is clearly exploitation. Others believe that this is an unfortunate example of the way in which women will fall prey to the domination of men. It can also be seen as evidence that women will use or sell their bodies to get farther in life or, even worse, to feel loved by men and find acceptance from society. However, some women believe that by being able to express themselves sexually, to be comfortable enough to discuss their sexuality, and the mere ability to be able to talk about sex in the same way that men have traditionally been able to while it was taboo for women is an example of the equal rights of women. It shows that feminism has allowed women to have an equally loud voice in a man’s society.
This idea still prevails today. There are definite ideas that are considered male or female. Take for instance this Hungry Man commercial. These “manly men,” as evident by their profession, are sitting around eating lunches consisting of yogurts and smoothies, typically considered more feminine. Then, they decide they should all go to the bathroom together, another typically female stereotype. On their way, they are confronted by a true “man’s man” who calls them out on their feminine actions. The voiceover, in his deep and manly voice, explains how men are to eat and to be full. True manly men are not influenced by those girly drinks. Instead, they eat their hearty meat and potatoes like men should.
Secondly, Esquire showed that men still had authority through visual belittlement of women. Using pin up girls with descriptive captions, Esquire provided “repeated, detailed guidance … as to the attitudes ‘you’ the Esquire Man, should bring to the illustrations and in turn take away from the magazine into your everyday reality” (238).
Obviously, this idea is also still in power today. I don’t think it’s necessary to give any links to the exploitation that can be seen in magazines, songs, television, and so on. I think we all know that it exists. However, what I do question is women’s’ responses to these images. Some believe that this is clearly exploitation. Others believe that this is an unfortunate example of the way in which women will fall prey to the domination of men. It can also be seen as evidence that women will use or sell their bodies to get farther in life or, even worse, to feel loved by men and find acceptance from society. However, some women believe that by being able to express themselves sexually, to be comfortable enough to discuss their sexuality, and the mere ability to be able to talk about sex in the same way that men have traditionally been able to while it was taboo for women is an example of the equal rights of women. It shows that feminism has allowed women to have an equally loud voice in a man’s society.
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