Deconstructing Infantilization: Analyzing Stereotypes in Modern Advertising- MP

The Love Cosmetic Baby Soft ad campaign, which marketed a fragrance with the tagline that suggested innocence combined with a sexual undertone, leveraged and reinforced certain stereotypes and societal biases related to femininity, sexuality, and the role of women in society. The ad plays into the stereotype of women needing to appear youthful and innocent to be attractive. By marketing a scent that embodies the softness and innocence of a baby, combined with a sexual undertone, it suggests that women should aim to appear childlike yet sexually appealing. Furthermore, it perpetuates this ideology that with innocence comes sexiness which can cause femininity to take a more controversial route. This can reinforce how damaging stereotypes and societal norms can contribute to a culture that blurs the lines between innocence and sexuality, impacting societal attitudes toward consent and the sexualization of minors.

By targeting young females and focusing on traits like softness and innocence, the ad reinforces traditional gender roles and expectations. It perpetuates the bias that women and girls should prioritize their appearance and adhere to societal expectations of femininity rather than cultivating individuality or pursuing diverse interests and goals. The broader societal implications of reinforcing these stereotypes might not have been fully intended by the advertisers. The reinforcement of the sexualization of youth and the narrow portrayal of femininity can have unintended negative effects on society, such as contributing to body image issues, perpetuating gender inequality, and normalizing the infantilization of women.

The ad prominently features imagery associated with youth, such as soft, pastel colors, and visuals of young girls who appear innocent and child-like. This imagery evokes a sense of purity and innocence, which is directly linked to the product’s branding as “Baby Soft.” The child wears a babydoll-style shirt known to be worn through summer or even through baptism, which are often associated with purity. For instance, “Pink is often viewed as a delicate color typically associated with femininity and romance… Most often associated with cleanliness or freshness, white can also be used to symbolize purity, hope, peace, wisdom, enlightenment, and minimalism.” (Katatikorn, pg 1) The use of these visual elements codes the product as embodying the desirable traits of youth and innocence. For example, despite the overt theme of innocence, the ad contains sexualized undertones. This is achieved through suggestive poses or expressions of the models. Furthermore, the usage of makeup with a red lip and a blowout gives the appearance of an older woman. This duality creates a coded message that innocence and sexuality are not only connected but can be commodified. The ad’s textual content reinforces its visual messages. Phrases like “Love’s Baby Soft is that irresistible, clean-baby smell, grown-up enough to be sexy”, that suggests the consumer can embody both through the product.

The product itself, often shown in soft-focus or nestled among other symbols of innocence, such as a stuffed toy, reinforces the message that the wearer can capture and retain an aura of youthful innocence. The physical design of the product, including its packaging, uses soft, gentle curves and fonts, further coding it as feminine and delicate. The coded signs in the Love’s Baby Soft ad synergize to create a complex message about femininity that is both appealing and problematic. On one hand, the emphasis on innocence and purity appeals to societal norms valuing these traits in women and girls. On the other hand, the sexualization of these same traits sends a conflicting message, suggesting that true desirability lies in the combination of innocence with a hint of sexuality. Stuart Hall believed “It is unnecessary that the audience will decode the message encoded by the author just the same.” His theory of reception was broken down in three parts. For instance, they are listed as such: dominant, negotiated, and oppositional. Dominant is how the author chooses what the audience would like to see. Negotiated is an in-between of dominant and oppositional where the audience can have their own ideals and still take away from the author’s message. Oppositional is where the audience disregards the artists’ intentions and deduce an idea of their own. (Manifold)

In the contemporary digital era, it is unfortunate that this issue remains unresolved. The vulnerability of children to unsolicited attention has arguably increased. Users of social media platforms can readily observe a myriad of popular videos featuring children or infants engaging in activities such as swimming, beneath which numerous comments from middle-aged individuals can be found, often characterized by inappropriate discourse. In a period where innocence is both celebrated and commodified, the reception of such advertising would likely be polarized, eliciting a range of responses from the public. Furthermore, Harvard International Review states, “ The increase in media sexualization is also coupled with a reversal in the roles of victims and perpetrators; children find themselves on both sides of the spectrum, often at the hands of their peers.” (HIR, pg 1) Although, many countries are trying to find a resolution. For instance, “Perhaps the best model, therefore, is practiced in countries where the focus is on informed, positivity-primed sexual education. In countries like the Netherlands and Denmark, sexual education is not restricted to the abstinence-based or pitfall-prone attitude of its counterparts in North America.”

Conclusively, the Love’s Baby Soft ad from 1975 demonstrates how media can use stereotypes, whether intentionally or not, to reinforce societal biases. By promoting an idealized and problematic image of femininity, it contributes to the perpetuation of gender stereotypes, the infantilization of women, and the sexualization of youth.

Works Cited:

https://hir.harvard.edu/all-about-sex-global-childhood-sexualization-and-education/