Sex(ism) Sells

Do you know what it takes to set up a cheerleaders floor? I was intrigued when offered the opportunity to make some quick cash after helping set up a floor for a cheer competition, and might I say, its a lot. It wasn't too much that I regret doing it, the $150 helped, but trust me when I say I felt it in the morning. 5 guys, took 2 and half hours of sweat, productivity, and pom poms. Did you know the floor literally has springs underneath? Or that everything is pretty much just velcroed together? All this to say, I am adding this skill to my resume and hoping it will lead to free concert tickets or an invitation to the Olympics. There is a line from one to the others, I see it. 

Something I haven't seen, or wish I haven't rather, was an advertisement from the 70s by Mr. Leggs of the company Dacron. With a full campaign of women in several forms of "submission" I am appalled by the imagery, especially with it present in advertising. In the specific ad I wish to discuss, the woman's head is attached to the body of a tiger that has been turned into a rug. Mr.Leggs, in the context of this ad, has his foot on her head, while the ad reads, "it's nice to have a girl around the house." I am pissed!

Not only is this obviously sexist and egregious, there are also subtle codes being sent, as it is the point of advertising to share specific messages to specific people. An animal rug isn't affordable to a working class person, in the 70s or now, but it is aspirational to working class men. Dacron, not only thought the ad was a good idea, but they also expected it to bring in more money, which is a tell for views of the business class (and higher) that would purchase and wear these pants.

If an ad, where degradation of someone else is on display, intrigues you to go buy whatever is being sold, you must really believe in that advertisement. And I won't spend too much time explaining, but the use of the woman's face and reduction of her womanhood to being called a "girl", are signs of reduction. Her being beautiful was still important, and robbing her of humanity by attaching her to a dead animal, now a rug to be stepped on, just to look at some pants. I DON'T EVEN LIKE THE PANTS! Like, I want the rug, minus the sexism. 

When looking at clothing advertisements of 2025, there is a stark difference. There isn't a reliance on misogyny and sexism. Today something like this would be very taboo and get you absolutely cancelled. Women and femmes have received more of what is theirs to claim, and a seat at the table is set for them. In the ad with Harry Styles, he is able to, for a lack of better words, just model. Misogyny isn't the crutch to sell clothing. Sexism isn't on the tag next to the size and fabric breakdown. Harry is posed next to furniture, which I thought was important for the comparison, and because I absolutely want that couch. All in all, it's just a wonky photoshoot, meant to pull your eye in.

Both the Mr.Leggs ad and the Gucci ad are used to sell men's clothing. Both show off lifestyle and some form of status, but only one of these men needs "a girl around the house" to feel powerful. As Toni Morrison once said, "if you can only feel tall because someone else is on their knees, then you have a very big problem."

Sadly in 2025, sexism is something swept under the rug, not strictly used to sell them. Well pants, but you get it.

I actually have to run, today is day two with the cheer floor. We are breaking them down today, and I am hoping it will be faster and easier than yesterday. The other $150 will suffice regardless of how much it takes. I love gig work, and side hustles. Maybe next time we can chat about the artist's CV, and how as an artist you have a bunch of random skills because you have done almost everything just to make ends meet. Or not. See you later...

Check out some blogs talking about different issues in past advertising as well. I found them quite insightful.

Planet in Vogue (clickable)

Planet in Vogue just shared a great article about sexism in the 50s and its eventual journey to inclusion, as we see it today.

The Flex Edit (clickable)

The Flex Edit has a great post about gender roles and expression in fashion from the 50s ad to another Gucci and Harry Styles ad.

The Paracosm (clickable)

The Paracosm has an intriguing post about hypersexuality through ads and the ownership of sexuality.

Sydney Talks Sustainable (clickable)

Sydeny Tals Sustainable has shared a great blog about body image in the 1960s and how much it has changed and shifted, along with the harm it may cause young girls at the time.