Pigs, condoms, STDs, and censorship

Fox and CBS rejected this Trojans commercial because it seemed to be geared towards pregnancy prevention rather than STD protection:

Fox said so in in so many words and CBS was a little more coy:

Fox and CBS both rejected the commercial. Both had accepted Trojan’s previous campaign, which urged condom use because of the possibility that a partner might be H.I.V.-positive, perhaps unknowingly. A 2001 report about condom advertising by the Henry J. Kaiser Family Foundation found that, “Some networks draw a strong line between messages about disease prevention — which may be allowed — and those about pregnancy prevention, which may be considered controversial for religious and moral reasons.” Representatives for both Fox and CBS confirmed that they had refused the ads, but declined to comment further. In a written response to Trojan, though, Fox said that it had rejected the spot because, “Contraceptive advertising must stress health-related uses rather than the prevention of pregnancy.” In its rejection, CBS wrote, “while we understand and appreciate the humor of this creative, we do not find it appropriate for our network even with late-night-only restrictions.” [NYT]

I find Fox's ruling baffling. How do we know that the ad is selling pregnancy prevention rather than STD protection? Condoms can do both.

Of course, the "men are pigs" trope is sexist--especially if you read it as a slur against men in general and not just men who go cruisin' without condoms. The copywriters clearly meant to say that guys who go out unprepared are pigs compared to the more evolved fellows who buy their product.

We have to change the perception that carrying a condom for women or men is a sign they’re on the prowl and just want to have sex,” said Linda Kaplan Thaler, chief executive of the Kaplan Thaler Group, the New York advertising agency that created the “Evolve” campaign. “It’s a sign of somebody being prepared — if the opportunity arises — to think about their own health and the health and safety of their partner.” [NYT]

Somehow, I don't think the TV execs turned down Trojan's money out of concern for gender equality. I think they really were afraid of enraging the anti-birth control zealots.

I bet it was the slogan "Evolve!" that really made them nervous. Linking evolution, sexual liberation, and urban chic would have been too much for the reactionary pinhead contingent.

Comments

[drbonzo]

"Reactionary pinhead contingent"

Wow, great name for a band.

[greensmile]

"Reactionary pinhead contingent" also caught my attention. Apt enough description by my lights. The upsetting thing is that the RPC wheel is getting all the grease but there were far more people who would have been receptive to the add than offended by it ... yet this minority contingent holds sway. Where do we loosen their grip on the media?

[michael schmidt]

I don't see the pregancy prevention in there, either. But there certainly is an "unmarried sex" implication. And "evolve?" That probably did put it over the top.

[Sadie]

The "reactionary pinhead contingent", is apt. I'm glad somebody else noted that "evolve" is the real offense, to these pinheads. The "anti-birth control zealots" have not prevented condom and birth control pills from being aired in the recent past, so why should they now?

The 48% of Americans, who do not believe in evolution, seem to be the real pinheads that the networks are concerned about.

[parse]

It doesn't seem to me like the commercial portrays the value of condoms as either preventing pregnancy or providing protection from disease--it seems to promise that they will help you get laid.

[dejah]

Great -- the forced-birth crowd wins another one. Why not call these assholes what they really are -- the forced rape, forced birth, ignorant shithead contingent?

There should be no room in this country for ignorance, yet time and again, the right-wing Gawd squad shows its true colors.

[Otto Schmidlap]

Consider this concept for a 30 second spot promoting Summers Eve or maybe pantyliners. We show a trendy nightclub with tables and barstools occupied by various large fish in slinky coctail dresses. Tuna, Carp, Sea Bass, Barracuda. Of course, the hot guys are all holding their noses, and looking for the exits. Cue the entrance of the product...Douche, pad, spray, whatever. Fish morph back to hot babes and sexual desirability returns.

Tasteful huh?

[Autumn Harvest]

I'm not seeing this ad as problematic for men. It's criticizing men who want to have sex without a condom, rather than just men. Otto, your analogy is pretty off. There's a big difference between criticizing a group (non-condom-using men) based on their behavior (lack of condom use), and a group (women) based on their anatomy (having vaginas).

Anyway, your idea has already been (sort of) taken. Check out this tasteful ad that compares having a vagina to smelling like a skunk:
http://www.youtube.com/watch?v=kOxgBggmG9k

[Otto Schmidlap]

Autumn,
I appreciate your pointing out the difference between an insult based on voluntary behavior versus involuntary biology. Frankly, my gut reaction to the spot just didn't reason astutely enough to parse those disinctions.

Having given it more thought, the analogy is still valid. The commercial's meaning is clear. "Men are pigs". Thats the effective popular stereotype. Not "Men choose to be pigs". The stereotype existed decades before the Trojan spot was concieved. That is why it was produced for Trojan. Voluntary pig behavior is part of it, but another important aspect that keeps this metaphor fresh is that men's piggish behavior is also involuntarily hardwired into us as a species. Wired into the DNA along with arms, spleens, testosterone and penises.

The message: In the absence of Trojan Condoms, men are pigs by default. By NATURE. If I am the target market, they lost me. It's insulting, and my ichthyologous example puts the shoe exactly on the other foot.

And, thanks for the link, but I'll pass.

[Otto Schmidlap]

OK, Autumn, I couldn't resist and went to your link. Amazing! My only comment would be that future historians will surely mark the first decade of this century as the age when parody, irony and sarcasm were overtaken by reality.

In my previous reply, I meant not to devalue your take on the Trojan spot--just only to defend my own and place importance on my gut reaction to it as a man, and the assumed targeted consumer of condoms. (only an assumption, not having read Trojan ad agency's campaign strategy statement)

Where we certainly (hopefully) agree is on the backpedaling in this culture on the idea of safe contraception and more importantly, the active promotion and availability of safe contraception. Especially when such a backlash is a direct result of the anti abortion movement.

I think that its possible that if they win and abortion becomes illegal, the only reasonable legal alternatives (contraception and education) will go down the drain as well.

[David]

Hello,
My name is David and I am the owner of Own Defense. I am involved with Non Lethal Self Defense. Like most people I am not an experts in karate or some type of fighting technique. You may not own a gun or simply don't like guns. So for the most part we would like to have a way to protect ourself and love ones from harm. That is where Non lethal defense products come into play, such as pepper spray with a UV dye that could be used in a police lineup. Stun gun that would make the attacker muscles go wild with no lasting effects. Do you travel a lot. The personal travel alarm are a very popular items that hang from the door know and sounds an alarm when the knob is being turn. If you would like to find out more about these items and much
more check out my business and see the different ways of protecting yourself from harm.