Let’s unpack … birth control advertising
“Posters are not simply public notices…these aim is to inform or command…whereas a poster aims to seduce, to exhort, to sell, to educate, to convince, to appeal.”
The combined oral birth control pill or COCP was approved for contraceptive use in the United States by the Federal Drug Administration in 1960.
Common birth control brands include: Alesse; April; Aranelle; Aviane; Azurette; Beyaz; Caziant; Desogen; Enpresse; Estrostep Fe; Gianvi; Kariva; Lessina; Levlite; Levora; Loestrin; Lybrel; Mircette; Natazia; Nordette; Ocella; Low-Ogestrel; Lo Ovral; Ortho-Novum; Ortho Tri-Cyclen; Previfem; Reclipsen; Safyral; Seasonale; Seasonique; TriNessa; Velivet; Yasmin; and Yaz.
Figure 4. 1: Ortho-Novum ad, c. 1960
New to the market, physicians were concerned women would not understand how oral birth control worked, because they certainly did not.
Easier to explain, “take this pill once a day, do not ask questions.” “Easy for you to explain… for her to use.”
The makeup compact shape makes it easy for her to mistake if for makeup and throw it into her handbag. Pills and medication are confusing. Makeup is not confusing. Makeup is confusing to male doctors. Pills are confusing to lady patients. The oral birth control dial back is the common denominator between doctors and their lady patients.
Figure 4.2: Ortho-Novin ad, c. 1960
Swingo 30 is an oral contraceptive available in Germany and other countries in Europe.
Levonorgestrel-Ethinyl Estrad
The packaging is pink. A color that signifies femininity and fun.
Swingo right into your 30s without the burden of boring birth control packaging or sensible shoes.
Hot pink. Heels. Fun.
Apart from risks of blood clots, depression, cancer, heart attack, stroke, and liver tumors, the only problem with placing the burden of birth control on women, is that they can be quite forgetful.
Luckily, men were given some control over the women with the birth control. A helpful watch strap calendar allowed men to keep tabs and check in on their women’s cycle.
In sum:
risks of blood clots, depression, cancer, heart attack, stroke, and liver tumors
watch strap calendar allowed men to keep tabs and check in on their women’s cycles.
Wristwatch
Control
Figure 4.3: Swingo 30 Packaging
NOW, let’s play Do You Want a Baby or …
Figure 4.4.1: Skyla ad
cinematography equipment …
Figure 4.4.3: Skyla ad
… an iPhone?
Figure 4.4.2: Skyla ad
… a cello?
Today, women do not have to be happy or wear heels to take control. His and Hers. Birth Control is Hers not His. Men have nothing to do with procreation.
Tinder for Birth Control
Deliveroo for Birth Control
His and Hers.
Birth Control is Hers not His.
Birth Control as wellness
Men have nothing to do with reproduction.
hers & hims .coms
Figure 4.5.1: forhims.com
Shop Skin
Shop Hair
Shop Sex
Shop Well-Being
Hims.
Hair Loss
Erectile Dysfunction
Performance anxiety
Premature ejaculation
Figure 4.5.2: fohers.com