Librarians in Advertising

Pearle Vision isn’t the first retailer to base an advertisement around the librarian image.  Their ever-present “Naughty Librarian” commercial aside, librarians have been used to hock just about everything.  As Kathrin Dodds states in her 2009 presentation titled Advertising the Librarian Image: Stereotypical depictions of librarians in advertising:

For decades, the image of the librarian has been used to sell everything from cars to chewing gum, shampoo to vibrators and even anti-diarrheals!  Whether the portrayal is of the dowdy version or the closet sexpot, advertisers are banking on the perception of the image of the librarian to sell their wares.

The various librarian stereotypes are so recognizable, they need little introduction or explanation, making them perfect fodder for magazine spreads or 20-second television spots.  If like me you’re a fan of Mad Men, you know that creating a good advert is all about selling the Big Idea.  As long as you make your audience connect with something – usually a desire – chances are they will want to buy it.  Librarians are therefore used in a variety of ways: sometimes they are stealthily sexy, attractive and desirable, which means that if you – the consumer – get that thing that makes the librarian sexy, attractive, etc.,, you will become like them – or better yet, you’ll attract these secret sexpots.  1960s ad. “Loves books. Loves new ideas.” Loves reading in the nude.

Ad for The Library in NYC’s East Village, complete with “sassy-pants bartendresses

Other times, librarians are shown in a negative and/or comedic light.  Dowdy, bun-wearing, shushing old lady librarians with a penchant for picking on noisy patrons.  Old fashioned, the opposite of desirable, and completely unapproachable.  Even if such a character is present in an ad for two seconds, the effect is profound: librarians are bad news, and you should do anything in your power to not piss them off.

Sony’s Digital Reader, sexier than a librarian.  This is of course an inverse of the two previous ads, in which a librarian is not sexy – but a hunk of plastic is

What other librarian adverts or commercials can you think of?  Feel free to post links in the comments!

Advertisements

3 thoughts on “Librarians in Advertising

    • I hadn’t seen the Old Spice parody before — very clever. Thanks for the link! I know what you mean about some portrayals being entirely too cringe-worthy. If you remember what it was, drop me a line. 🙂

  1. I had a librarian coworker who kept cutouts of images she found that depicted librarians. It was amazing to see us trussed up in so many different ways. I am partial to the “rockstar librarian” image myself.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s