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I Love You, Let's Meet » and by the “Demi Moore effect,” they don’t mean bland acting in unmemorable movies

and by the “Demi Moore effect,” they don’t mean bland acting in unmemorable movies

so the news flash is women can be ageist too!

As Mark Greif of n+1 pointed out in his brilliant essay “Afternoon of the Sex Children” (sadly not available online), youth is the ideal commodity — everyone knows it and it’s very fleeting. You can sell anything even vaguely connected with preserving youthfulness to people for 40 or 50 years.

This article about MILFs makes a connection with Viagra that’s not the first one I’d have thought of. They say ads for Viagra have bullied men into being aggressors (really?) and so a take-charge older lady is appealing. It’s more likely the incredibly lucrative directive to everyone to be sexy, which for men can mean just taking the pill and getting hard for hopefully less than four hours. But for women it invariably means youthful, alluring looks. Men act and women appear. “Feeling like you get a little break from vanity while you breastfeed and change diapers? Wrong! You should be looking MILFy!” (It isn’t exactly any mothering — interaction with their kids — that puts the M in MILF. It just means older than you).
How come every form of sexual liberation in the past 40 years has women appearing more than acting? The New York mag authors say they prefer MILF to “cougar,” meaning predatory older woman, but I’ll take cougar. At least it’s defining the woman by her appetites, not her fuckability in the eyes of the 18-34 demographic.

Plus cougars are beautiful; they could have been much meaner with the animal.

2 Comments so far

  1. kmcleod on May 2nd, 2007

    I had forgotten that when we were 18-34, the world obeyed our sense of fuckability. Either that or I had taken it for granted.
    I agree that MILF attention is just another hook of boomer marketing, but I think the Viagra hook is a geezer version of the steroid hook for athletes–creating a performance issue, then selling an enhancement.

  2. virginia on May 2nd, 2007

    Exactly, market to men’s insecurities about their *acting*, to women about their *appearing.* Of course getting men to fret about their pecs and women about their orgasms are also wonderful new developments.