Why I Mute TV Commercials

This month, The Savvy Reader Book Club, is reading Debora L. Spar’s book Wonder Women: Sex, Power, and the Quest for Perfection. Today is the first in a series of posts I will write throughout the month inspired by this book.

One of the first points Spar, who is roughly the same age as me, makes in Wonder Women is how the perfume commercials we grew up with in the 70’s shaped the visions of our future adult life. She writes:

They stuck somehow in the public consciousness, or at least in the minds of schoolgirls like me, who simply presumed that life in the grown-up world would be just like the ad for Charlie. We'd have careers to skip to, kids to adore us, and men waiting to douse us with perfume the moment we waltzed through the door. Money and great shoes only sweetened the package.

This wasn't of course, the life that our mothers were living. In 1970, only 43 percent of women worked outside the home. In upper-middle-class white families like my own, the number was slightly higher, hovering by 1974 at around 46 percent. Most of these women worked in "traditional" fields such as teaching or nursing, and they rarely wore stilettos to the job. Yet somehow, girls growing up in that era believed - thought, presumed, knew - that they would be different. That instead of replicating their mothers' suburban idylls of parent-teacher conferences and three-tiered Jell-I molds, they-we-would go the way of Charlie, enjoying children and jobs, our husbands' money and our own. And through it all, we would be smiling and singing, gracefully enjoying the combined pleasures of life. (Pg. 16)

I was astonished. I can't believe my entire life's vision had evolved from a commercial. I vividly remember watching the following Enjoli ad on TV and thinking this is the life I am going to have. I even told my friends quoting the famous line: "I can bring home the bacon. Fry it up in a pan. And never forget you're a man. Cause I'm a woman.

This wasn't the first time entire generations of women were influenced by advertisements.  In Betty Friedan's book The Feminine Mystique, Betty writes how middle-class white women in the 50's and 60's abandoned their careers so they could buy the latest carpet sweeper and cleaning cleanser. A lifestyle perpetuated by magazine editors who restricted the topics and advertisements portrayed in their magazines. Friedman had studied women’s magazines for decades and found the editorial decisions were made by men who enforced “occupation housewife.” Articles and advertisements only portrayed women as housewives. They didn’t want them to have any other ambitions than to be housewives.

Which brings me to The Reading Group Guides discussion questions for Wonder Women.  The very first question asks:

Do contemporary print and electronic publications (advertising, magazines, blogs) persist in creating impossible ideals of beauty, success, and motherhood in the name of commerce, or has this approach been tempered somewhat through the use of more realistic images and languages?

Umm... I  have to say yes.   Even ads like the following Special K commercial which urges women to shut down the fat talk leaves me feeling embarrassed about my weight:

Fortunately, I don't watch a lot of TV and when I do I either fast forward through the commercials or mute them.

What do you think:

Do contemporary print and electronic publications (advertising, magazines, blogs) persist in creating impossible ideals of beauty, success, and motherhood in the name of commerce, or has this approach been tempered somewhat through the use of more realistic images and languages? Can you site examples?