| I really didn’t think I was going to weigh in on the Sydney Sweeney nonsense, but then I read Joan Walsh’s trenchant summary of the stupidity and felt compelled to form an opinion.
For those who are blessedly unaware, Sweeney is an actress and model who is also, apparently, a Republican who’s game to be a poster girl for eugenics. In a new American Eagle ad campaign, she breathlessly explains that “genes/jeans” are handed down from parent to child, and then says that her “genes/jeans” are blue. “The tagline for the campaign is: Sydney Sweeney has great jeans.”
Get it? The blue-eyed, blonde lady has “good genes” and you too can have “good genes” if you buy her “jeans” and also engineer yourself to be white, or something.
Predictiably, people on the left pointed out that running a eugenics campaign is not the highest, best use of consumer advertising, while people on the right pointed out that being skinny, buxom, and white is the greatest thing ever and people who do not and cannot look like Sydney Sweeney are probably ugly.
At some level, the ad didn’t offend me as much as it might have, because it was still fundamentally made for me, a cis hetero male who would be mostly interested in how those jeans would look on my bedroom floor. Sweeney doesn’t fit my idealized version of feminine beauty, but the ad was still designed to appeal to the male gaze.
That said, the kind of bony, blonde Aryan “lewk” idealized by Sweeney and American Eagle is also the body type of some of the ads’ loudest defenders: women like Megyn Kelly and Laura Ingraham. The outpouring of white-wing support for the ad isn’t just because it’s a celebration of white eugenics; it’s also because it’s the epitome of a marketing style made by men, for men, where only a certain type of white woman is thought to be worthy of male attention. It’s not an accident Kelly said that the ad shows that body-positive marketing “failed to reprogram the population into thinking ugly is beautiful.” Without being able to distinguish herself from so-called “ugly” people, Kelly wouldn’t even have a career.
I’ve watched enough Mad Men to know not to take my social cues from marketing campaigns. They’re all going for the least common denominator, and “horny dudes” are almost always the least. But it is telling that the male marketers think that, in modern America, outright eugenics will sell just as well as attractive women. The genes I hope I am passing down to my sons is the ability to recognize when people are ugly on the inside, no matter what they’re wearing. |