The Sexes: Really Socking It to Women

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Why does mistreatment of women stimulate sales in a predominantly female market? Some scholars think that fantasies of abuse appeal to many women. A 1974 survey indicates that perhaps half of American women have sexual fantasies of being overpowered by men and forced to surrender. And some analysts report that strong, independent women often produce masochistic fantasies as a compensation for succeeding in a man's world. "There has been a great rise, in women's sexual fantasies, of perceiving themselves as victimized," says Psychiatrist Ruth Tiffany Barnhouse. "If you pursue your independence in an antagonistic way, you will make up for it in your fantasies."

Another explanation is that the ads draw attention, but that women interpret them innocently. The Vogue spread drew only 35 letters, pro and con. Says Managing Editor Kate Lloyd: "The pictures reminded me of when I was 16 years old and indulged in horseplay with fellas. That's why it surprises me that people would read into it real harm."

Images of abused women may soon be balanced by images of abused men. Loren Miles, creator of the Cheeks ad, has noticed that the company's women's slacks are selling faster than its men's slacks. Perhaps in an attempt to cash in on male masochistic feelings, he is planning a new campaign showing women abusing men. Says Miles: "We haven't quite worked it out yet, but the woman might be slapping the guy or throwing a cocktail in his face. I don't think women deserve to be beaten any more than men."