7.Genderization

“She’s a girl in a million! Pretty and smart. Dances divinely. Can even cook. But she’s ruining her chances byhaving ‘gap-osis.’” That is, gaps where her skirt buttons.Petrovic: No, a guy would be amused at that. He probably wouldn’t say anything because he would enjoypeeking at her underwear. He definitely wouldn’t be choking on a sandwich in disgust. Men are never ascritical of a woman’s body as women are, whether they’re talking about themselves or others.Collectors Weekly: What are some of the most dangerous products were targeted toward women?Petrovic: A big product that was advertised for women’s personal hygiene starting in the 1920s was Lysol.In those ads, they didn’t say you can use it as a douche and to clean your floor. Now, we’re just cleaningfloors with it. Can you imagine the injury that was done? Some of these products were toxic. From the1930s to the 1960s, the makers of Kotex sold something called Quest deodorant powder to sprinkle on yourmenstrual pads, and that chemical gave women cervical cancer. Still, today, how careful are we with thebeauty products we sell people? Many cosmetics even now contain known carcinogens.Collectors Weekly: How else were women shamed about menstruation?Petrovic: Many 1930s ads actually treat the period with a kind of maturity that flies in the face of the rest ofthe ads. They’re telling menstruating women, “Go ahead, enjoy your life.” They’re showing women onhorseback or doing other stuff that you probably wouldn’t do: wearing white pants, playing tennis, goingout to dinner, going to the theater. Early Midol ads say, “You’re going to have a great time, and the painwon’t bother you. Don’t let your period get in the way.” That’s a very modern idea. This is 80 years ago, andthey’re telling women, “Get out and live your life.” I like that. That’s different from the rest of the ads thatsay, “You’re no good. You’ve got to fix yourself.”Collectors Weekly: How did ads insulting women evolve in the mid-20th century?327 She Culture CRT: Genderization