
If you are old enough to remember the print and television advertising campaigns for Love's Baby Soft product line then you may recall that they all shared one element in common: An
Ick-Factor.
The campaign for Love's was the most overt attempts I can recall to portray young girls as objects of desire and went far past the usual innocence of the
Coppertone Baby in imagery. The intent of the advertising may have been to "help" or "guide" young ladies into blossoming into a proper adult woman consumer, but the spots always came off as kind of creepy and all the packaging of the product was ridiculously phallic. I remember one television spot in particular that showed a couple of tweener kids hesitantly meeting at a party and the tag line
"Love begins with Love's Baby Soft." The following commercial was for Vaseline Petroleum Jelly. Apparently the studio techs editing the placement of the commercials had an odd sense of humor.
This magazine ad from 1978, with the young model's breasts presented with a ribbon (blue, even, as if marking her as the property of a boy) like she is a gift to be unwrapped and some of the
others are tame in comparison to what is regularly presented in media today. Yet for the most part current advertising for this age group, as extreme as it is on the internet and cable, does not usually present the model as innocent jail-bait up for grabs by a lecherous Uncle.
Today advertisers are wise enough to kind of shy away from the
Pretty Baby imagery and when they don't, they receive some pretty fast and furious negative feedback from public and watchdog groups. Having to avoid this form of advertising must make advertisers chafe as there are entire industries devoted to the sexcapades of young starlets and celebrities. Even though the Pandora's Box has been flung wide open decades ago (so to speak) it is one thing to describe in detail a young celebrity's acts at a house party and very much another to try to sell the personal intimacy products she used during the evening to the average 16 year old.
From Marvel Comics Pizzazz #8 (May 1978).