1971_03 The Daily Collegian March 1971

              4--THE DAILY COLLEGIAN
This ad is offensive to women -
One can hardly read a magazine advertisement or watch a
television commercial today
without being aware it is directed toward women. In/act, In 1963
Betty Frledan revealed that •seventy-five per cent of all consumer
advertising budgets Is spent to
appeal to women.* The reason
for this seems obvious. By no
accident, the modern housewife
Is America's chief consumer.
Who is this modern housewife,
and why does she buy? The answer to both of these questions
may be found by looking at the
ads which she reads everyday,
both In the woman's magazines
and magazines with more popular appeal.
Ads directed toward the "average housewife' (If Indeed such a
a person exists) very skillfully
and successfully manipulate not
only the Image of woman, but also the minds of these womqn.
Ads are responsible for creating
this Image as well as exploiting
It at the same time. They are
convincing the woman of her need
for the product. Some ads actually explain the need for the product, as lt Is not always apparent.
Most of these ads can be divided
Into two categories-products for
the home or for the body. Both
types of ads depend heavily upon
female stereotypes to seU their
products. Just reading these ads
can be a consciousness-raising
experience. For example, who
could fall to see how ludicrous Is
the new sales pitch for Wonder
Bread?
•French girls are born knowing
lt. Swedish girls learn it at their
or  promises, promises, promises
n
nine mystique* image. What guilty of being unfeminle by not
about the women who don't use participating In this age-old game
this product. Obviously they are     -as well as not caring for his
girls   i
girl u:
And
! quick  studies.     You
she catches him! The
Tender Trap. And every girl who
sets one knows how to do lt. But
don't forget this: boys love to
eat. And they love Wonder sandwiches. And Wonder helps build
strong bodies twelve ways... So
see how good you are for him?
Get Wonder going for you, too.
Set your tender trap with Wonder
Not only does this ad assume
that all women aretrylng to catch
a man, but It also promises them
success If they use this product.
What you. should know about diamonds
when you know it's for keeps
L But larger dia-
month of inferior quality may "
(tully be worth leu than una!
plui full color folder a
. "Planning Your Engagement and Wedding"
i +4 pg. Bride's Book gift offer all for only 25f.
[   KEEPSAKE,  BOX  90, SYRACUSE,  NEW   YjfJRKJMOl
/J.Q. fyietf, jjewele*
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health since Wonder Bread helps
build strong bodies...
The ads addressed to the man
advising him how to keep a woman, are equally absurd In their
promises of ultimate success and
resulting happiness. Consider
this Arpege ad:
■Husbands, here are eighteen
Arpege promises that may save
your marriage. (Promise her
anything but give her Arpege).
■Just pick a promise. Write
It on a card. And wrap ttup with
a gift of Arpege. Arpege and
promises go together...
~"1. I promise to lose 10 pound 3.
2. I promise to stop getting hooked up with wild schemes and start
earning a steady living. 3, |
promise to cut down on my drinking. 4. I promise to change completely. 5. I promise to stop
telling you that our youngest Is
developing effeminate tendencies.    6.   I promise we'll make
promise to see a psychiatrist If
you do. 8. I promise that when
I get the forty-year Itch, you'U do
the scratching. 9. I promise to
stop driving as though I were In
the Indianapolis 500. 10.1 promise you can have a cleaning lady.
11. I promise you can go on business trips. 12. I promise not to
be disappointed lt It's another
girl. 13. I promise not to step
on your Unes at parties. You do
have amusing things to say. 14.
I promise to spend more Ume
with the ktds. 15. I promise to
make a new stab at making our
marriage work. 16. I promise
we've picked up roots for the
last lime. I'm not accepting a
job In (name of city). 17.1 promise that you look sexier to me today than you did ten years ago.
18. I promise to love you always.'
The image of women in the
above ad Is completely in agreement with this Kenmore Dryer ad
I which doesn't promise anything
but which certainly tells every
woman something about herself.
The ad claims, 'There are two
sides to a Sears electric dryer."
It pictures *your side*, showing
the external surface of the machine,  how pleasing is the color,
side*, the machine's Internal
structure, how tt actuaUy works,
how the colls function, etc. rhe
ad's   Implied   Judgment   Is.   of
load   t
d It t;
n the
pair It; lt implies that she never
understands mechanics and that
he never washes clothes. The ad
states speclflcaUy, 'Sears Ken-
more Dryer-It's designed for
you, but built for your husband.'
But this Is not the extent of
woman's Intellectual Ignorance
and physical servitude. This
Image Is used overtly In many
ads, often Just to get the reader's
attention rather than because lt
has any relation to the product
being sold.
Artist Frank Amarl has a full-
length posterofapregnant woman
black blklnl.sportlng a'Miss
print on the pos-
FrankAmarlDldlt.*
Then It continues. 'Call Bob Wit-
287-1608. And see what
Frank's done this year.* And accompanying explanation with the
ad eloquently describes:
•Frank Amarl conceived this
pregnant Idea for a tongue-in-
cheek poster to publicize his
photography.    In
.merlca 1967* I
Ink.  The ta
exhibits the result of Amarl and
One couldwrlteabookdescribing offensive ads. Daily the
housewife is bombarded with advertisements of miracle products .
promising how 'you can have sexy
(Continued on Page 6, Col. 5)
Cinderslut
By Marilyn Benck
Once upon a Ume there were
three sisters. Two of them were
vain and deceitful, finding satisfaction In adornment and flattery
and frivolous conversation. They
cared only for their friends and
lovers, and had no time to waste
on those who were different from
them.   The other was an honest
The two vain sisters hated the
other. They souid not endure her
honeity and humanity which made
thei. seem even more deceitful
and petty. They made her do the
most unpleasant household
chores^ It was she who washed
and steps, who scrub-
>-.>.!  it
s for
To
r my c
the younger,
I't anything but my mini-
it, I shall
I the op
Vedneeday, March 10, 1971    THE DAILY COLLEGIAN   5
Book order lists point to discrimination against women
Discrimination against women in coUeges and universities often
goes unnoticed because of the subtlety of forms in which It appears.
Most difficult to .perceive and understand ts discrimination at tbe
hands of those we'assume to be the more "liberal* of our professors.
The Department of English is one of many other departments at Fresno State College which does Injustice to Its women studenU.
Although 85 per cent of all English majors are women, it is possible for a woman to graduate without ever reading a book written by a
woman author. The following survey of book order lists of the Depart
ment of English is a count of literary works-flctlon, drama and poetry-written by a single author. (Composition tails, grammar texts,
and anthologies excluding collected works are not Included.)
Semester     Written Written Written Written
in old straw
n bedrooms with carpeted floors,
lurnlshings in the latest fashion
ind mirrors in which they could
.she would take a book and sit in
the chimney corner among the
.ishes^ which caused the others
Cln-
■poi help being more human and
full of Ufe than her sisters, even
though they smiled and flattered
It happened that the King ofthe
country called a meeUng of all
his people to discuss and vote
on new rules. The two sisters
were pleased, as all their friends
would be there. They busied
themselves choosing the clothes
most becoming to them. This
was more work for CI nderslut because it was she who ironed their
riresses and pleated their frills.
They did nothing but talk about
how they would dress and who
they would see.
■I shall wear my leather outfit
with the  matching boots,* said
not care for society, only dish-
pans and diapers.
The young prince had been asking himself the same questions
and so he asked Cinderslut to
work with him and find the answers. She agreed and every
day they would meet. There were
many problems and no easy answers. After a few weeks the
prince asked Cinderslut to come
live with him In the palace so
they could have a more meaningful relationship. Cinderslut refused.
•My body ls^iy own,* she
■I do not care to live with
l wealth and luxury merely
re a bedmate. My home Is
my oppressed sisters. I
t  leave   them   In  lifestyle
dcred flowers and i
which is really far out.*
As Cinderslut was helping them
ready their clothes they asked
her, 'Cinderslut, would lt make
you happy to go to the meeting?"
•Oh, yes It would, but you are
making fun of me. There would be
"You are right. They would
certainly laugh to see a Cinderslut at the meeting.'
They went for almost two days
without eating because they were
so excited. They ran three pair
of pantyhose Just trying on their
outfits and they were constantly
In front of the mirror.
At last the happy day arrived.
They left and Cinderslut followed
them with her eyes as long as
she could. When she could no
longer see them she felt both very
sad and very angry. She wandered Into their room and caught
sight of herself in the mirror.
"Why can't 1 go?" she thought.
'My clothes are patched and my
hair Is stringy, but I am myself
and that Is what matters.* So
she set out for the meeting. Along
the way she saw other women
dressed as she who were not going. She stopped and asked why
and always got the same answer.
"I have nothing to wear.*
When she arrived the meeting
had begun. Many people turned
to stare and whispered, 'What Is
SHE doing here?* When there
came a time In the meeting to
question the king, Cinderslut
asked, -Where are the rest of
the women In the country? Why
are they not also at this meeting?
Many of them told me they could
not come because they had no fancy clothes or stockings and that
is wrong. We cannot decide anything until everyone Is here.*
This upset many at the meeting and there were many who said
that those that had not come did
without leaving them In spirit.*
MORAL: Meaningful relationships are abaU... and one should
never tire of exploring, but that
which la called self Is without
price. This Is what Cinderslut
gave to herself by her searching
and honesty. This gift is worth
more than a fine mate. In order
to succeed In freeing a mind, a
true self Is the true gift. Without lt one can do nothing; with
lt, one can do everything.
ANOTHER MORAL: It Is undoubtedly a great advantage to
have wit, beauty, courage, social
status, good sense and similar
talents of which one receives
one's share from life: but you
will have them in vain If you lack
a   self   to   make   them   useful.
FaU 1968
Spring 1969
FaU 1969
Spring 1970
Summer 1970
Fall 1970
Literature courses.
It ts Important to recognize that this marked exclusion of women
authors from the EngUsh curriculum is a result of CHOICE, not
CHANCE. In no way does the number of books by women whlcb-are
taught reflect the actual publication record ot women writers. More
than 600 literary (not 'popular*) works by women are available In
print and could be taught In college literature classes, according to
Joyce Nower (Department of EngUsh, San Dlego State CoUege) and
Ingrid Wendt Salisbury (Department of English, FresnoStateCollege).
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