Sexualized Music in the 1960s: Miscellaneous

Before the 1960's, women would only partake in the stereotypical roles of housewife and mother. Either they were bounded to a routine of housework and childcare or were bounded to inferior positions in the workplace. The "stay-at-home" lifestyle started to change within this radical decade. Women were starting to discover that there was more to life. Equal rights became women something women were striving for. Through the process of advocating for equality, began to embrace their sexuality now more than ever. However, this was also the catalyst of men objectifying these sexually liberated ladies. Since music videos didn’t enter the scene until the 1980’s, lyrics conveyed the message quite accurately. Take the song “Hey Baby” by Bruce Channel for example:

"When I saw you walking down the street
I said that’s a kind of girl I’d like to meet
She’s so pretty, Lord she’s fine
I’m gonna make her mine, all mine"

These lyrics are not in and of itself sexually explicit, but the notion of owning a beautiful woman is expressed for the first time in music history. 

http://www.sparksummit.com/2012/09/05/5177/

Conceptrol Shields vs. Durex Condoms

In both the 1960s and today there is a strong sense of sexual liberation, you can really see through their cultural expressions, such as the advertisements displayed on the right, the views that the whole of society felt towards sex.  These ideas shape what you see in the advertisements. The Conceptrol Shield advertisement displays couples on the boxes staring lovingly into on another's eyes because expressing any notion of sex outside marriage, or sex outside a relationship at the very least, was craziness. Whereas the contemporary Durex condom actually displays a picture of a condom wrapper, this is because the visual of a condom, what its used for, and its association with safe sex are essentially universally known as well as the fact that now it doesn't matter who you are using the condom with, unlike the the Conceptrol Shields advertisement. It's very similar to the differences in music between the 1960s and today. In the 1960s, songs like "You Really Got Me" by The Kinks and "The Lemon Song" by Led Zeppelin, were subtle in displaying their sexual meanings by making innuendoes and insinuations without outright stating their intentions. Today, songs like "S&M" by Rihanna (in fact almost any Rihanna song) and "Climax" by Usher are pretty blatant (if you couldn't tell by their names) in their lyrical descriptions of their sexual meanings. When comparing these two advertisements, you are really comparing societal norms and what is acceptable to display in a public discourse. As mentioned in previous posts, in the 1960s there was a feeling of sexual liberation spreading about, however it was still a taboo to discuss it much in a public discourse, and today sex is just there, part of society, with more emphasize on safe sex than sexual liberation.

Logos in the 2013 Durex Ad

I'll say this right off: I don't think there is logos anywhere in this ad. It was difficult to find ethos and pathos, let along try to see if there was some sort of logical appeal in this very simple advertisement. Perhaps that is what Durex is going for though. Simply, that it is just logical to wear a condom in order to avoid all of the consequences that sex can bring.

Logos Expressed in the Conceptrol Shields Ad

When you look at the Conceptrol Shields ad, the detail you'll probably notice first is the word "prophylactic." Prophylactic is so rarely used in a colloquial manner that right off the bat this condom brand seems undoubtedly reliable. Also, notice the words sensitivity, strength, comfort, and lubrication are all in bold at the bottom of the ad. If you look even closer, each bolded word is thoroughly explained. What I found interesting was how each section included facts and an explanation as to how Conceptrol Shields will benefit the user. For example, "Sensitivity: The change wasn't drastic, but from the shape you know to a slightly contoured shape at the head. We feel this slight change will make Conceptrol Shields conform easier to you and give you a fit you're not getting from an ordinary prophylactic." Not only did this advertisement address the changes made to the condom but also addressed the positive aspects of this change.

- Gerald De Leon

Pathos Expressed Within the Durex Condom Ad

Even though this particular Durex ad is basic, one can receive emotion while glancing at it. The viewer can notice the "Lights off. Action!" slogan and can notice the way the condom wrapper resembles the iconic clapboard and automatically feel excitement. This excitement of being in a movie and of being sexual involved with someone is synonymous. The advertisers want the consumer to feel exhilarated. If one can seek pleasure from just glancing at this ad, then one can seek pleasure from using Durex's product.  

Conceptrol Shield Pathos!

The Conceptrol Shields advertisement, though subtle and keeping to the idea of normality in society by displaying the couples on the box, it marked the beginning an age sexual exploration. By stating that the condoms “feel like you’re not wearing anything” provoke a sense pleasure or pleasure seeking in the audience, that they can still be responsible and have fun. Also, having the couples on each box stare lovingly into one another’s eyes stimulates passion and longing in the pair of individuals or individual looking at the advertisement; the couple wants to be like them and can achieve this by using Conceptrol Shield. Not to mention the fact that having such an advertisement distributed evokes either a sense of exploration or disdain at the idea of sex becoming a part of the public discourse. Prior to the sexual revolution, an advertisement for condoms, birth control, or any kind of contraception was strictly taboo. The 1960's, the beginning of the sexual revolution, was a time where a shift of thinking was occurring between younger generations, who participated and essentially started the sexual revolution, and older generations, who believed that sex outside marriage and discussion of sex in a public discourse was socially unacceptable.  

Ethos in the Durex Condom 2013

The main way in which ethos is established in this advertisement is simply through the well-known brand of Durex. Durex can be seen on television commercials, as well as in magazines, with brightly colored and creative advertisements such as this. Durex plays an active role in the promotion of safe sex globally, such as the establishment of National Condom Week.  Durex even made itself known during the 2012 Summer Olympics, giving condoms to thousands of athletes. While there are many brands of condoms, when people think of this form of contraception, the name Durex comes to mind.