Ethos Comparison of Dorothy Gray Salon Anti-Aging Products Advertisement to The Feminine Mystique and "You Don't Own Me"

While the excerpt from Betty Friedan’s book, The Feminine Mystique, and Lesley Gore’s song, “You Don’t Own Me” related to the growing discontentment of American women in order to empower them, the writers of the Dorothy Gray cosmetics advertisement manipulated their audience by establishing a false sense of reliability and misleading women into thinking that they must please men in order to be happy. In terms of extrinsic ethos, Dorothy Gray was one of the three most successful cosmetic companies in the United States at the time. Their success was attributed to extensive advertising that projected an American outlook synonymous with being modern and trustworthy to post-war American consumers. One of their corporate taglines was “Trust Dorothy Gray.” Thus, they seemingly offered an honest solution to women’s insecurities which, unlike Gore’s song and Friedan’s book, placed emphasis on being attractive for their husbands rather than working to create an identity for themselves. In an attempt to boost their credibility, the Dorothy Gray advertisement referenced “noted specialists,” claiming that the specialists "have proved that estrogenic hormones applied to the skin can help women look younger… [and] counteract the effects of the gradual loss of [their] own beautifying hormones.” This statement is next to a photo of a man in a white lab coat. Naive women may have fallen prey to the pseudoscientific jargon and the intelligent appearance of the unknown specialist in the photo, all of which are purposefully and deceitfully used to make the product appear reliable. Similar to how Friedan reassured women that countless others shared the frustration veining through American society, the Dorothy Gray advertisement claimed that "happy results [were] reported by women everywhere” since their cream would seem to be more trustworthy with the assumption that many more people were using it. The difference between this text and the excerpt from The Feminine Mystique (as well as “You Don’t Own Me”) is that the former's intentions expressed genuine concern for women throughout America who were too afraid to break away from the feminine stereotypes. The Dorothy Gray cosmetics advertisement, on the other hand, was manipulative and avaricious when establishing ethos and took advantage of the stereotypes.

- Anjali Ravi

Logical Fallacies of Dorothy Gray Salon Anti-Aging Products Ad and Comparison to "You Don't Own Me" and The Feminine Mystique

This advertisement definitely encompasses one of the problems the feminist movement was fighting against in the 1960’s. This ad contains so many unfortunate stereotypes and logical fallacies, where does one even begin. The ad states that women must not look “tragically older than their husband.” This, right off the bat, is a rather creepy sentiment that doesn’t make any logical sense, yet is still present in our society today in film and media. Why must the woman in a relationship look young and perfect, while the man can be fifty-something with wrinkles and graying hair? This advertisement, like most, uses hasty generalizations, appeals to false authorities, appeals to ignorance, and overall vagueness in attempt to sell their product. The ad states that “noted specialists” have proved that the product is great, without providing any real information on why, or even mentioning whom these mysterious, all-knowing specialists are. The ad also generalizes peoples’ reactions to the product; it just says that “thousands of women” love it, and gives an example review the marketers wrote, instead of a real review from an actual customer. But again, the most flawed part about this add is its overall theory. Its whole argument is based on this false idea that women must look younger than their husbands. That’s an appeal to ignorance because before the feminist movement, most women didn’t know that not everything they did had to be for the pleasure of men. 

This advertisement can be directly applied to “The Feminine Mystique” excerpt. This is exactly the kind of sexism Betty Friedan was explaining to women and arguing against, the unconscious acceptance of the idea that women were objects of men, of the house, of the family. She explained in her book that this was not a full life, it was a concentration camp. This ad also applies to the song “You Don’t Own Me” by Lesley Gore, just not as directly. Gore states in her song that men do not own her and informs them that they cannot tell her what to do. While this ad is not specifically a man telling women they need to look younger than their husband (it is just a cultural bias), Gore’s song could still be used as a way of saying that women do not need to please men and do not need to look younger for them if they do not want to. This advertisement is the opposite of Gore’s song and Friedan’s book. It attempts to achieve its goal of selling products by degrading women, whereas Gore and Friedan’s goal was to help and empower women.

-Ryan Young

Pathos Comparison of Dorothy Gray Salon Anti-Aging Products Ad to "You Don't Own Me" and The Feminine Mystique

Even though the Dorothy Gray Cellogen Cream ad (1951) was created not far before The Feminine Mystique (1963) and “You Don’t Own Me” by Lesley Gore (1963), their pathos appeals to the audience varies. While the song focuses on the injustices women endure and the excerpt focuses on women not finding fulfillment, the ad focuses on women’s insecurities. At first glance, the audience can see a large picture of a woman who looks distressed. Then the audience may wonder why does she look distraught by the other couple in the background. This image immediately plays with a woman’s insecurity of possibly not being good enough. When the audience goes on to read the ad, they can then connect that the woman is distressed because she looks older then her actual age. Now back in 1951 after reading this part of the ad, the women might have pondered if they too look older then their actual age. This sudden insecurity of looking older instantly makes a woman feel despondent about herself and her appearance, breaking down her self-confidence.

The author of this ad also played with women’s emotions because they go on to say that the aging of men doesn’t weigh into their attractiveness. Although the author said this was “unfair,” they still pointed it out which could maybe relate to the injustices women felt when hearing Lesley Gore’s song. Not being able to be viewed the same way as men is an injustice to women and this statement definitely makes a women almost feel pity for herself.

The audience, however most likely noticed the title first because of its demeaning context. The author asks “Does your husband look younger than you do” which immediately makes a woman question her appearance and her confidence about herself. Appealing to a woman’s insecurities about her appearance, the author makes a woman feel apprehensive about how she looks. No woman wants to question if she looks attractive or not which is why this ad was probably successful because after making the woman feel bad about herself, they provided her with a solution. However this question could guilt women into wanting to use this product because they want to look beautiful for their husbands. It seemed that looking beautiful was a requirement, by men, for women.

-Casey Tarman

Logos of “You Don’t Own Me”

The logos of the song “You Don’t Own Me” are established through simple but incisive lyrics. By telling a story of a girl fighting for her independence against her boyfriend, the lyrics present the inequality between men and women at that time period. The singer claimed that women are not objects that can be showed off and throw away when not needed. Both men and women are human beings and therefore they should be treated equally. The lyrics,” I don't tell you what to say/ I don't tell you what to do/ So just let me be myself” appeal to logic and empathy. The male audience understands that if he does not want to be treated in some way, he should not treat others in that way either. The repeating pattern of the lyrics also forces audience to consider the claims made in the song again and again. As a result, the supporters of equality would reassert themselves, while people against feminism might find the song persuasive and switch their mind.

- Pei-Jo

Audience Comparison of Dorothy Gray Salon Anti-Aging Products Advertisement (1951) to The Feminine Mystique and "You Don't Own Me"

Although they came from the same general time period, the Dorothy Gray Salon product advertisement for various anti-aging cream and lotions targeted a very different audience than The Feminine Mystique by Betty Friedan and the song "You Don't Own Me" by Lesley Gore. Although all three rhetorical texts were aimed at women unhappy in their current state, the Dorothy Gray Salon advertisement targeted women who were insecure and felt inferior to their husbands in terms of their appearance. By exploiting the insecurities of a large population of women, much like beauty ads today, the Dorothy Gray Salon advertisment was able to sell products that promised these women not just a more youthful appearance, but also renewed interest from their husbands. Women who were less exposed to the feminist movement, which encouraged women to worry less about their appearance and to value less superficial elements of themselves, most likely fell prey to the ideas in the advertisement. The Feminine Mystique, although also intended for women who were in some way aware of their unhappiness as a housewife, was directed more at women who understood that there was more in the world for them than a youthful glow and less wrinkles. Similarly, the song "You Don't Own Me", was aimed at women and girls to make them aware of the possibility of autonomy from men. In summary, all three texts targeted generally the same group of women, but offered unique solutions to feminine discontent.

-Taylor Rezeppa

Ethos in The Feminine Mystique

Betty Friedan (far left) shown leading a women's rights protest

In addition to her appeal to pathos, the most important aspect of the excerpt from Betty Friedan’s book, The Feminine Mystique, may have been her establishment of ethos. Friedan, a leading figure in the women’s movement, had herself experienced dissatisfaction with her life in the household. Her empathy strengthened her reputation as a feminist. By repetitively depicting the “ideal” woman of American society—a woman who remained in the household and took care of children—as someone who felt frustrated and guilty at her discontentment, Friedan was able to make her argument more relatable and believable for most American women. After Friedan described how she came to realize that this problem was shared by other women, she switched to speaking in the first person, as if she was saying, “I am able to recognize that the repression of women’s capacities is an issue, so I am no longer a part of the feminine stereotype.” She established credibility by making herself distinct from other women who may have been more oblivious to the problem. On the other hand, she also reassured the women that were not aware of the “countless women in America” who shared this discontentment that they were not alone in the way they felt. This bandwagon sort of approach to her argument made Friedan's words more compelling and deepened her connection with the audience. In order to identify with her audience through a sense of community, Friedan emphasized the idea of “American women,” not simply anyone, enduring these struggles together. 

- Anjali Ravi

Stasis Theory of "You Don't Own Me"

Applying stasis theory to Lesley Gore’s song “You Don’t Own Me” begins with the fact and definition category. Gore’s song can be defined as a feminist song stating, not arguing, that women are individual people who are not controlled by men. The causes and effects of this song are fairly clear. Women were not being treated equally in the 60’s, and with the feminist movement growing women were starting to speak up and demand fair treatment. The song can be speculated to have had a pretty significant impact on the Women’s Right’s Movement. It was one of earlier songs of a woman demanding her rights, and it definitely helped fuel the feminist movement. On a smaller scale, it was probably one of the first times young girls were hearing someone they looked up to tell them that they deserved respect. The value of this song is already related to some of the consequences mentioned. Most people would agree the idea that women are equal is a positive thing, and that is what this song attempted to convey through a very popular medium. It was a widespread attempt at raising public awareness of issues in the current society, which would likely classify as an honorable goal. Since this is a song from the past, the action category of stasis theory is a little harder to apply. Examining this song in the past, it could be argued that the feminist movement and the passing of the Equal Rights Amendment, as well as overall positive change in public opinion, could be actions responding to the issues addressed in the song. Looking at the action category in a modern perspective, this song can highlight gender issues still present in society that could be addressed by protests, legal changes, and overall changes in public perception. Finally, the jurisdiction category of stasis theory questions who has the right to act on the issues brought up in “You Don’t Own Me.” This is a relatively open-ended question. However, one could argue that all people in general should be responsible for dealing with these issues, males and females alike, especially in the current day. Since this issue is about women, they should likely have the authority over what is the ‘right’ way to work on resolving these problems. Despite this, it is every human being’s duty to try to fix discrepancies between genders and strive to create equality in whatever way they can. 

-Ryan Young

Logos in The Feminine Mystique

     In addition to strong appeals to pathos and ethos, Betty Friedan also utilized logos as a rhetorical tool to persuade her audience that the feelings of unfulfillment amongst women, living within their expected gender role as housewife, was an issue that both existed and needed to be addressed promptly. A major component of Friedan's persuasive power in The Feminine Mystique was her use of thoughtful organization and structure in her writing. The first section of this excerpt focused on making the reader aware that the general unhappiness amongst housewives was a widespread problem even if was not frequently spoken about. To do so, Friedan referenced statements various women has made about their current mental state including "I feel empty somehow...incomplete" or "I feel as if I don't exist". By placing the thoughts of real women experiencing the discontent firsthand, Friedan fortified her argument with tangible evidence. In the following section, Friedan widened the issue to a national scale. She explained how "if we continue to produce millions of young mothers who stop their growth and education short of identity, without a strong core of human values to pass on to their children, we are committing, quite simply, genocide, starting with the mass burial of American women and ending with the progressive dehumanization of their sons and daughters." This potent analogy equating feminine capabilities not being met to genocide very clearly demonstrated how urgently a change needed to be made.

-Taylor Rezeppa

Ethos of “You Don’t Own Me”

       Lesley Gore’s extrinsic ethos was established on her age, her gender, and the fact that she was a well-known mainstream pop singer. Lesley Gore was 17 years old when she recorded “You Don’t Own Me” in 1963, in which Lesley Gore told her lover to respect her and she is independent. Teenage girls thought Lesley Gore was credible and felt more related to the song since she was about the same age as they were. They believed that Lesley Gore faced the same trouble they faced in relationship that adults cannot understand. In addition, teenagers viewed her as a role model because she was successful and popular. Since “You Don’t Own Me” was written in a woman’s perspective, Lesley Gore’s gender made the song more persuasive. The intrinsic ethos of the song was created based on some shared values among teenagers. No teenager would disagree with the lines, “I'm young and I love to be young/ I'm free and I love to be free/ To live my life the way I want/ To say and do whatever I please.” Having a powerful ethos, the song was able to gain popularity and reach to a wider range of audiences.

-Pei-Jo Yang

Pathos in The Feminine Mystique

      It is possible that the most essential and powerful rhetorical tool Friedan used in The Feminine Mystique was pathos. It allowed her to connect to her audience in personal ways but also to bring a sense of urgency. The excerpt from The Feminine Mystique begins with a relatable description of the average women's mundane routine: "she made the beds, shopped for groceries, matched slipcover material...lay beside her husband at night-she was afraid to ask even of herself the silent question–"Is this all?"". Based on the response to Friedan's work, it appeared that many women, on an deeply intimate but concealed level, identified with that sense of longing. Friedan later touched on the notion that if a women could not find fulfillment by being a housewife like other women seemed to, she blamed her unhappiness on a marital issue, or even herself, leading her to be ashamed of her discontent instead of acting on it. All of these ideas provide a powerful appeal to emotion and relatability, especially during the time of rampant feelings of unfulfillment amongst women. If relating to her audience was not enough, Friedan also used exceptionally strong and vivid language toward the end of the excerpt to paint a picture of what this problem meant for the United States as a whole. For example, she described how "the fact that American women are kept from growing to their full human capacities....is taking a far great toll on the physical and mental health of our country than any known disease", an alarming and attention-grabbing statement. In this way, Friedan appealed to not just a women's individual issue, but a threat to the United States as a whole. In addition, she said the "feminine mystique has succeeded in burying millions of American women alive", a powerful use of imagery to make her audience aware of the gravity of the issue. In the excerpt, Friedan concludes with the question, "Who knows what women can be when they are finally free to become themselves?", as a sort of call to arms to empower women to raise their standard for themselves. 
-Taylor Rezeppa

Pathos in "You Don't Own Me" by Lesley Gore

The song “You Don’t Own Me” by Lesley Gore, appeals to women’s feelings of submission or being a submissive. In this song you hear Gore sort of rebelling against men in a kind of “don’t mess with me anymore” manner. Throughout the song she reminds the men that she can’t be owned or told what to do and this really appeals to a women’s sense of controlling her own life instead of being controlled by others. No woman wants to be told what to do because that makes her feel inferior. This song was inspirational during the time it came out, 1963, because it became a song of devotion to women’s rights during the second wave of feminism. When I first heard this song I immediately thought of women who had been pushed around by a man, as if her heartstrings were tugged at or damaged by the constant submission to her man. Lesley Gore is able to portray a sense of self-control when singing this song and even adds some attitude when performing this song for a show.  Also when singing, she points out the injustices that women endure. Lesley Gore nods at the fact that a country based off a freedom, sure doesn’t provide that for women in the 1960s. She also uses first and second person points of view to create a sense of relatedness with other women and to point out that “you,” the men, are creating a feeling of dominance over the women.

-Casey Tarman

Audience of "You Don't Own Me"

The song “You Don’t Own Me” was written by John Madara and David White, and sung by Lesley Gore in 1963. Lesley Gore was a seventeen-year-old pop singer at the time of the song, so her target audience was generally teens in the 1960’s. More specifically, the target audience was likely comprised mostly of girls between the ages thirteen and twenty. The song was meant to empower girls and teach them that they do not belong to men. However, the song itself was sung as though Gore was speaking to a boy. This way, when teenage boys (and men of any age) heard the song, it was like she was speaking to them, telling them that they don’t own her or any other woman. In this sense the audience was also meant to be men. In the 1960’s, with the second wave feminist movement starting to take off, a song like this was very radical for a pop musician to have made. Many girls were hearing about feminism and equal rights, but not fully understanding it. Women were starting to fight for their rights, but younger girls weren’t even sure what those rights were. With this song Gore was attempting to convey to her audience, the younger generation of the 60’s, that women are strong individuals and not property, through the use of a medium that did not have the same extreme connotations of other feminist arguments.

-Ryan Young

Audience of The Feminine Mystique

In the excerpt from her 1963 book, The Feminine Mystique, feminist Betty Friedan addressed American women, specifically those who remained quiet in the face of growing discontentment. At the time, women were expected to maintain the household, raise children, and please their husbands. Friedan’s audience, therefore, would not necessarily believe that their discontentment was a legitimate problem in American society since every other woman was seemingly satisfied with her life. Furthermore, American women were taught to pity “unhappy” women who wanted to become poets or presidents. Friedan attempted to expel the belief that the average woman was happy to be at home, repetitively referencing the idea of this “ideal” woman—someone who made the beds and shopped for groceries, someone relatable to her audience—struggling with frustration and self-doubt. This excerpt from her book was a call-to-action for American women to recognize and speak out against the fact that they were being kept “from growing to their full capacities.”

Friedan’s words were as much a confrontation of the American public, including men, as a plea for women to stretch beyond their biological functions. The public, she argued, was responsible for shaping a culture that would free women from the societal expectations that prevented them from developing identities. Although this broader audience may have initially gravitated towards the traditional order, their enthusiasm for American values such as freedom and success may have also allowed them to connect with Friedan’s feminist cause. 

- Anjali Ravi

Stasis Theory of The Feminine Mystique

The main focus of the excerpt is defining and proving the existence of an often neglected problem women had in the 1950s and 1960s—”the fact that American women are kept from growing to their full human capacities.” Friedan pointed out that many women in America felt trapped because their lives were all about their husbands and their children. False social expectations were the main cause of the oppression of women. Women were forced to think that the best life they could have was marrying a man and raising children. They also learned to pity those women who struggled to find their identities through work. Friedan warned that the production of housewives who lack in identity and education would lead to the progressive dehumanization of the next generation. Friedan also encouraged women to take action and seek a better life for themselves. 'The Feminine Mystique' is a huge inspiration of many feminists in 1960s and it is credited with empowering the second-wave feminism.

- Pei-Jo Yang

Kairos of The Feminine Mystique

     Many women of the mid-20th century were dissatisfied with their everyday lives. During this time period, women were forced to be mentally, physically, financially, and intellectually submissive to men. During World War II, many women had the opportunity of taking over the mens' factory and more manual jobs that paid better, giving them a glimpse of what life could be like. However, after the war ended, the roles of their gender were again restricted to housework and taking care of the family. However, these women faced social pressures that idealized these roles and as a result, pressured them into not acknowledging their unhappiness.  Betty Friedan, the author of the The Feminine Mystique observed this general disillusion of the idealized housewife role in the late 1950s at a 15th year high school reunion. She began researching the problem, and after being denied publishing on many mediums, she complied her extensive findings into The Feminine Mystique, published in 1963. Many women identified with the issue addressed in The Feminine Mystique and were inspired to take action. Betty Friedan saw a prevalent issue in her current society, affecting women everywhere. Friedan's work was so successful because its timing was impeccable as it addressed a need in the rhetorical situation of her day. 

-Taylor Rezeppa

Kairos in "You Don't Own Me" by Lesley Gore

In 1963 the song “You Don’t Own Me” by Lesley Gore was released, not long after Martin Luther King gave his famous “I Have A Dream” speech and the March on Washington occurred. Many people were open to expressing how they felt about civil rights and when this song came out it was during the “girl group” era when young women were topping the charts with meaningful songs. This song threatened emancipation and reflected the growing popularity of feminism. 1963 was also the year of John F. Kennedy’s assassination, leading to Lyndon B. Johnson’s inauguration into presidency. About an hour after the assassination people wondered if this was part of a larger attack and the question of “Where were you when you heard about Kennedy’s assassination” would soon become a topic of discussion amongst everyone. Gore devoted a big portion of her life to liberal causes and even volunteered to campaign for Robert Kennedy, so when she heard about JFK's assassination she was most likely upset because she was very involved with presidential elections.  Lesley Gore was known as a “protofeminist” who held the No. 2 spot behind the Beatles for three weeks. This shows how effective her songs were in portraying her activeness in feminism awareness. Even forty years later her song was still a Feminism Anthem as it was used in 2012 to encourage women to vote.

-Casey Tarman