Monday, October 30, 2006

Fewer calories = longer life

One for the Ages: A Prescription That May Extend Life

Jeff Miller/University of Wisconsin-Madison

Canto, left, a rhesus monkey, is aging fairly well at 25 on a calorie restriction diet. Owen, though only a year older than Canto, is frail and moves slowly. He eats a normal diet.

Published: October 31, 2006

How depressing, how utterly unjust, to be the one in your social circle who is aging least gracefully.

Jim Wilson/The New York Times

Mike Linksvayer, 36, on a low-calorie diet for six years, is 6 feet and 135 pounds, and his blood pressure is 112 over 63.

Southern Illinois University School of Medicine

In a longevity study at Southern Illinois University the top mouse was fed a calorie-restricted diet, and the one below a normal diet. Both are 28 months old.

In a laboratory at the Wisconsin National Primate Research Center, Matthias is learning about time’s caprice the hard way. At 28, getting on for a rhesus monkey, Matthias is losing his hair, lugging a paunch and getting a face full of wrinkles.

Yet in the cage next to his, gleefully hooting at strangers, one of Matthias’s lab mates, Rudy, is the picture of monkey vitality, although he is slightly older. Thin and feisty, Rudy stops grooming his smooth coat just long enough to pirouette toward a proffered piece of fruit.

Tempted with the same treat, Matthias rises wearily and extends a frail hand. “You can really see the difference,” said Dr. Ricki Colman, an associate scientist at the center who cares for the animals.

What a visitor cannot see may be even more interesting. As a result of a simple lifestyle intervention, Rudy and primates like him seem poised to live very long, very vital lives.

This approach, called calorie restriction, involves eating about 30 percent fewer calories than normal while still getting adequate amounts of vitamins, minerals and other nutrients. Aside from direct genetic manipulation, calorie restriction is the only strategy known to extend life consistently in a variety of animal species.

How this drastic diet affects the body has been the subject of intense research. Recently, the effort has begun to bear fruit, producing a steady stream of studies indicating that the rate of aging is plastic, not fixed, and that it can be manipulated.

In the last year, calorie-restricted diets have been shown in various animals to affect molecular pathways likely to be involved in the progression of Alzheimer’s disease, diabetes, heart disease, Parkinson’s disease and cancer. Earlier this year, researchers studying dietary effects on humans went so far as to claim that calorie restriction may be more effective than exercise at preventing age-related diseases.

Monkeys like Rudy seem to be proving the thesis. Recent tests show that the animals on restricted diets, including Canto and Eeyore, two other rhesus monkeys at the primate research center, are in indisputably better health as they near old age than Matthias and other normally fed lab mates like Owen and Johann. The average lifespan for laboratory monkeys is 27.

The findings cast doubt on long-held scientific and cultural beliefs regarding the inevitability of the body’s decline. They also suggest that other interventions, which include new drugs, may retard aging even if the diet itself should prove ineffective in humans. One leading candidate, a newly synthesized form of resveratrol — an antioxidant present in large amounts in red wine — is already being tested in patients. It may eventually be the first of a new class of anti-aging drugs. Extrapolating from recent animal findings, Dr. Richard A. Miller, a pathologist at the University of Michigan, estimated that a pill mimicking the effects of calorie restriction might increase human life span to about 112 healthy years, with the occasional senior living until 140, though some experts view that projection as overly optimistic.

According to a report by the Rand Corporation, such a drug would be among the most cost-effective breakthroughs possible in medicine, providing Americans more healthy years at less expense (an estimated $8,800 a year) than new cancer vaccines or stroke treatments.

“The effects are global, so calorie restriction has the potential to help us identify anti-aging mechanisms throughout the body,” said Richard Weindruch, a gerontologist at the University of Wisconsin who directs research on the monkeys.

Many scientists regard the study of life extension, once just a reliable plotline in science fiction, as a national priority. The number of Americans 65 and older will double in the next 25 years to about 72 million, according to government census data. By then, seniors will account for nearly 20 percent of the population, up from just 12 percent in 2003.

Earlier this year, four prominent gerontologists, among them Dr. Miller, published a paper calling for the government to spend $3 billion annually in pursuit of a modest goal: delaying the onset of age-related diseases by seven years.

Doing so, the authors asserted, would lay the foundation for a healthier and wealthier country, a so-called longevity dividend.

“The demographic wave entering their 60s is enormous, and that is likely to greatly increase the prevalence of diseases like diabetes and heart disease,” said Dr. S. Jay Olshansky, an epidemiologist at the University of Illinois at Chicago, and one of the paper’s authors. “The simplest way to positively affect them all is to slow down aging.”

Science, of course, is still a long way from doing anything of the sort. Aging is a complicated phenomenon, the intersection of an array of biological processes set in motion by genetics, lifestyle, even evolution itself.

Still, in laboratories around the world, scientists are becoming adept at breeding animal Methuselahs, extraordinarily long lived and healthy worms, fish, mice and flies.

In 1935, Dr. Clive McCay, a nutritionist at Cornell University, discovered that mice that were fed 30 percent fewer calories lived about 40 percent longer than their free-grazing laboratory mates. The dieting mice were also more physically active and far less prone to the diseases of advanced age.

Dr. McCay’s experiment has been successfully duplicated in a variety of species. In almost every instance, the subjects on low-calorie diets have proven to be not just longer lived, but also more resistant to age-related ailments.

“In mice, calorie restriction doesn’t just extend life span,” said Leonard P. Guarente, professor of biology at the Massachusetts Institute of Technology. “It mitigates many diseases of aging: cancer, cardiovascular disease, neurodegenerative disease. The gain is just enormous.”

For years, scientists financed by the National Institute on Aging have closely monitored rhesus monkeys on restricted and normal-calorie diets. At the University of Wisconsin, where 50 animals survive from the original group of 76, the differences are just now becoming apparent in the older animals.

Those on normal diets, like Matthias, are beginning to show signs of advancing age similar to those seen in humans. Three of them, for instance, have developed diabetes, and a fourth has died of the disease. Five have died of cancer.

But Rudy and his colleagues on low-calorie meal plans are faring better. None have diabetes, and only three have died of cancer. It is too early to know if they will outlive their lab mates, but the dieters here and at the other labs also have lower blood pressure and lower blood levels of certain dangerous fats, glucose and insulin.

“The preliminary indicators are that we’re looking at a robust life extension in the restricted animals,” Dr. Weindruch said.

Despite widespread scientific enthusiasm, the evidence that calorie restriction works in humans is indirect at best. The practice was popularized in diet books by Dr. Roy Walford, a legendary pathologist at the University of California, Los Angeles, who spent much of the last 30 years of his life following a calorie-restricted regimen. He died of Lou Gehrig’s disease in 2004 at 79.

Largely as a result of his advocacy, several thousand people are now on calorie-restricted diets in the United States, says Brian M. Delaney, president of the Calorie Restriction Society.

Mike Linksvayer, a 36-year-old chief technology officer at a San Francisco nonprofit group, embarked on just such a diet six years ago. On an average day, he eats an apple or some cereal for breakfast, followed by a small vegan dish at lunch. Dinner is whatever his wife has cooked, excluding bread, rice, sugar and whatever else Mr. Linksvayer deems unhealthy (this often includes the entrée). On weekends, he occasionally fasts.

Mr. Linksvayer, 6 feet tall and 135 pounds, estimated that he gets by on about 2,000 to 2,100 calories a day, a low number for men of his age and activity level, and his blood pressure is a remarkably low 112 over 63. He said he has never been in better health.

“I don’t really get sick,” he said. “Mostly I do the diet to be healthier, but if it helps me live longer, hey, I’ll take that, too.”

Researchers at Washington University in St. Louis have been tracking the health of small groups of calorie-restricted dieters. Earlier this year, they reported that the dieters had better-functioning hearts and fewer signs of inflammation, which is a precursor to clogged arteries, than similar subjects on regular diets.

In previous studies, people in calorie-restricted groups were shown to have lower levels of LDL, the so-called bad cholesterol, and triglycerides. They also showed higher levels of HDL, the so-called good cholesterol, virtually no arterial blockage and, like Mr. Linksvayer, remarkably low blood pressure.

“Calorie restriction has a powerful, protective effect against diseases associated with aging,” said Dr. John O. Holloszy, a Washington University professor of medicine. “We don’t know how long each individual will end up living, but they certainly have a longer life expectancy than average.”

Researchers at Louisiana State University reported in April in The Journal of the American Medical Association that patients on an experimental low-calorie diet had lower insulin levels and body temperatures, both possible markers of longevity, and fewer signs of the chromosomal damage typically associated with aging.

These studies and others have led many scientists to believe they have stumbled onto a central determinant of natural life span. Animals on restricted diets seem particularly resistant to environmental stresses like oxidation and heat, perhaps even radiation. “It is a very deep, very important function,” Dr. Miller said. Experts theorize that limited access to energy alarms the body, so to speak, activating a cascade of biochemical signals that tell each cell to direct energy away from reproductive functions, toward repair and maintenance. The calorie-restricted organism is stronger, according to this hypothesis, because individual cells are more efficiently repairing mutations, using energy, defending themselves and mopping up harmful byproducts like free radicals.

“The stressed cell is really pulling out all the stops” to preserve itself, said Dr. Cynthia Kenyon, a molecular biologist at the University of California, San Francisco. “This system could have evolved as a way of letting animals take a timeout from reproduction when times are harsh.”

But many experts are unsettled by the prospect, however unlikely, of Americans adopting a draconian diet in hopes of living longer. Even the current epidemiological data, they note, do not consistently show that those who are thinnest live longest. After analyzing decades of national mortality statistics, federal researchers reported last year that exceptional thinness, a logical consequence of calorie restriction, was associated with an increased risk of death. This controversial study did not attempt to assess the number of calories the subjects had been consuming, or the quality of their diets, which may have had an effect on mortality rates.

Despite the initially promising results from studies of primates, some scientists doubt that calorie restriction can ever work effectively in humans. A mathematical model published last year by researchers at University of California, Los Angeles, and University of California, Irvine, predicted that the maximum life span gain from calorie restriction for humans would be just 7 percent. A more likely figure, the authors said, was 2 percent.

“Calorie restriction is doomed to fail, and will make people miserable in the process of attempting it,” said Dr. Jay Phelan, an evolutionary biologist at the University of California, Los Angeles, and a co-author of the paper. “We do see benefits, but not an increase in life span.”

Mice who must scratch for food for a couple of years would be analogous, in terms of natural selection, to humans who must survive 20-year famines, Dr. Phelan said. But nature seldom demands that humans endure such conditions.

Besides, he added, there is virtually no chance Americans will adopt such a severe menu plan in great numbers.

“Have you ever tried to go without food for a day?” Dr. Phelan asked. “I did it once, because I was curious about what the mice in my lab experienced, and I couldn’t even function at the end of the day.”

Even researchers who believe calorie restriction can extend life in humans concede that few Americans are likely to stick to such a restrained diet over a long period. The aging of the body is the aging of its cells, researchers like to say. While cell death is hardwired into every organism’s DNA, much of the infirmity that comes with advancing years is from an accumulation of molecular insults that, experts contend, may to some degree be prevented, even reversed.

“The goal is not just to make people live longer,” said Dr. David A. Sinclair, a molecular biologist at Harvard. “It’s to see eventually that an 80-year-old feels like a 50-year-old does today.”

In a series of studies, Dr. Kenyon, of the University of California, San Francisco, has created mutant roundworms that live six times longer than normal, largely because of a mutation in a single gene called daf-2. The gene encodes a receptor on the surface of cells similar to a receptor in humans that responds to two important hormones, insulin and the insulin-like growth factor 1 or IGF-1.

Insulin is necessary for the body to transport glucose into cells to fuel their operations. Dr. Kenyon and other researchers suggest that worm cells with mutated receptors may be “tricked” into sensing that nutrients are not available, even when they are. With its maintenance machinery thereby turned on high, each worm cell lives far longer — and so does the worm.

Many experts are now convinced that the energy-signaling pathways that employ insulin and IGF-1 are very involved in fixing an organism’s life span. Some researchers have even described Type 2 diabetes, which is marked by insensitivity to the hormone insulin, as simply an accelerated form of aging.

In yeast, scientists have discovered a gene similar to daf-2 called SIR2, that also helps to coordinate the cell’s defensive response once activated by calorie restriction or another external stressor. The genes encode proteins called sirtuins, which are found in both plants and animals.

A mammalian version of the SIR2 gene, called SIRT1, has been shown to regulate a number of processes necessary for long-term survival in calorie-restricted mice.

Scientists are now trying to develop synthetic compounds that affect the genes daf-2 and SIRT1.

Several candidate drugs designed to prevent age-related diseases, particularly diabetes, are on the drawing boards at biotech companies. Sirtris Pharmaceuticals, in Boston, already has begun testing a new drug in patients with Type 2 diabetes that acts on SIRT1 to improve the functioning of mitochondria, the cell’s energy factories.

While an anti-aging pill may be the next big blockbuster, some ethicists believe that the all-out determination to extend life span is veined with arrogance. As appointments with death are postponed, says Dr. Leon R. Kass, former chairman of the President’s Council on Bioethics, human lives may become less engaging, less meaningful, even less beautiful.

“Mortality makes life matter,” Dr. Kass recently wrote. “Immortality is a kind of oblivion — like death itself.”

That man’s time on this planet is limited, and rightfully so, is a cultural belief deeply held by many. But whether an increasing life span affords greater opportunity to find meaning or distracts from the pursuit, the prospect has become too great a temptation to ignore — least of all, for scientists.

“It’s a just big waste of talent and wisdom to have people die in their 60s and 70s,” said Dr. Sinclair of Harvard.



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Sunday, October 29, 2006

The Power of Ears

What Do Women Want? Just Ask

Illustration by Matt Collins

Published: October 29, 2006

FOR most of the 27 years it has been in business in Canada, Shane Homes has staked its claim as one of the country’s leading regional homebuilders the old-fashioned way: it devised and executed cookie-cutter designs for new houses just as fast as the orders came in. As the economy of its home base, Calgary, Alberta, soared on the back of oil and gas riches, it could have continued minting money by sticking with that tried-and-true approach. But two years ago, smack in the middle of a housing boom and heightened competition, Shane Homes dumped its old ways and adopted a new blueprint.

Multimedia
Ken McCurdy for Shane Homes

A focus group joined Shane Wenzel, third from right, of Shane Homes; Joanne Thomas Yaccato, a consultant; and Cal Wenzel, right, the company’s chief executive, at a home in Calgary, Alberta. The group’s suggestions were used in the home’s design.

Staurt Isett for The New York Times

Melody Biringer, founder of Crave Party, during a Crave party in Seattle. The company’s parties combine shopping, bonding and professional networking for women.

Misha Erwitt for The New York Times

Heidi Baker, left, and Eden Jarrin cut molding for a project. The women helped create Be Jane, a Web site for women who like to do home improvement projects.

Linda Spillers for The New York Times

From left, Danisha Krause, Cheryl McCullough, Kate Dakiet and Della Cronin get a poker lesson during a Glam Girls weekend at a hotel in Washington.

The overhaul began at a real estate conference in 2003, when Shane Wenzel, the builder’s namesake and its head of sales and marketing, heard a speech about the tremendous buying power of women. That moment, Mr. Wenzel recalled, was an “epiphany.” He set up small “listening groups” of women to tap into the needs of people who actually lived in his company’s homes. What Mr. Wenzel heard wasn’t pretty. “The ladies never held back once,” he said. “They were brutally honest.”

The kitchens in the company’s homes, the women said, were all wrong. The pantries were tiny, and the sinks needed to overlook a window so kids in the backyard could be monitored. And the mudrooms! They shared space with laundry rooms, meaning that dirty floors might sit right beneath clean laundry. (“It’s called a mud/laundry room?” one incredulous woman asked.) After that, Shane Homes subjected designs to similar grillings — before they were built — and adapted them accordingly.

“Shane Homes had the revolutionary idea of asking women what they wanted in a home,” said Joanne Thomas Yaccato, a Toronto consultant and author who advised the company on female consumers. “The revolutionary part is that they not only listened, they actually built the darn thing.”

Shane Homes is hardly alone. More companies, in the United States and elsewhere, have realized that they overlook women at their own financial peril. The companies are realigning their marketing and design practices, learning to court an increasingly female-centric consumer base that boasts more financial muscle and purchasing independence than ever before.

“We are perhaps on the first step to a matriarchal society; women will earn more money than men if current trends continue by 2028,” said Michael J. Silverstein of the Boston Consulting Group. “The trend has been escalating in the last 10 years as there has been a gradual, slow erosion of the power balance in the family, a psychic rebalancing.”

Women, Mr. Silverstein added, are “controlling purchases and driving a shift in our economy.”

Retailers like Home Depot, Lowe’s, Sears, Best Buy and others recognize that women are running their households like purchasing managers. Some are “identifying stores that have more female shoppers and offering additional services,” including sales support, customized signs and special product displays, said Dana L. Telsey, who runs her own independent research firm. Travel companies, automakers, and other companies, meanwhile, have had to cater to the tastes of women who have careers outside the home and are pursuing hobbies and other pricey interests. The phenomenon is readily apparent on the Internet, where Web sites built around the needs and interests of such groups as female homeowners and car buyers have gained steady traction.

Much of that shift has to do with education and pay. At American colleges and universities, women represent 57 percent of undergraduate classes and 58 percent of graduate classes, according to the American Council on Education. (They also hold a slight majority in the overall population.) And education, in turn, has helped to bolster salaries and income. In 2005, government data show, women who were full-time wage and salary workers had median weekly earnings of $585, or 81 percent of the $722 median for their male counterparts, up from about 63 percent in 1979.

“Women are making 70 percent of travel decisions, for the family, for their own getaways or for people at work,” said Niki Leondakis, the chief operating officer of Kimpton Hotels and Restaurants in San Francisco. “It’s surprising that more people are not including women in their marketing.”

But some big retailers say they are, in fact, well aware of where purchasing power resides.

Best Buy, for example, “used to be a boy store, built by boys, for boys, but four to five years ago, there was a dramatic flip,” said Julie Gilbert, a vice president with the company. That change, she said, occurred with the rise of must-have products like digital cameras, MP3 players, cellphones and other mobile devices, and products like flat-screen televisions that have became fashionable accessories for the home.

“Women are outspending men in our industry $55 billion to $41 billion,” Ms. Gilbert said. “Not only that, they are actually influencing 90 percent of the purchases. It is a new day in consumer electronics.”

THE same may be true in financial services. MassMutual, which recently introduced “Pearls of Wisdom,” a video-based financial seminar, and added a women’s page to its Web site, has taken the approach a step further. In August, it started a “Selling to Women” educational series to help its agents understand women’s expectations and needs. “When it comes to financial advisers, women will share the most intimate details of their lives,” said Susan W. Sweetser, second vice president of the women’s markets department at MassMutual. “Women don’t just buy based on information; they buy based on emotions, coupled with the facts.”

Health care was the first industry to recognize and adapt to female buyers because it was clear that women were the gatekeepers for most families’ health needs, according to Marti Barletta, president of the TrendSight Group, a research firm in Winnetka, Ill. Financial services was next, followed by home improvement and consumer electronics, she said, as marketers followed the money trail.

While women have always influenced decisions about big-ticket household purchases, their direct spending has expanded substantially in recent years.

Women accounted for 33 percent of the purchases at big-box retailers in 2005, up from 28 percent in 2003, according to the NPD Group, a consumer research firm. “That’s a huge shift,” said Mark J. Delaney, an NPD analyst, “not to be taken lightly.” To be sure, some companies have been examining the needs and interests of female consumers for years. The advertising agency Leo Burnett USA and its LeoShe division created its Girlfriend Groups research services in the 1990s to help clients understand how customers approach brands.

In its current form, Girlfriend Groups finds a volunteer who invites some friends to her house. Once there, they meet researchers who ask them questions about brands and products. “We needed to go deep,” said Denise Fedewa, executive vice president of Leo Burnett USA in Chicago. “We wanted to really peel back their guard and tell us what was going on.”

Ms. Fedewa said the research produced unusually honest and forthcoming results. In a more formal focus group held in a controlled setting, women might say, for example, that they kept only healthy foods in the cupboard for after-school snacks. But in Girlfriend Groups’ research, conducted at a woman’s house, friends would never let a woman get away with fibbing about what’s in the cupboard, Ms. Fedewa said.

Market researchers are now embracing women as much more than domestic divas. They recognize them as buyers with their own careers and fattened pocketbooks, who are finding plenty to do and plenty to buy outside the home. Over the last several years, a cottage industry of consultants and authors, all offering advice and analysis, has sprung up around the pervasiveness of women in the marketplace. A few years ago, Ms. Barletta said, she counted just three competitors; now she estimates that 15 to 20 consultants work in her field.

ON a recent Friday evening, Danisha Krause and three friends checked into the Hotel Palomar in Washington for a “Glam Girls” promotion held by Kimpton. The women are part of a larger group of mostly single women, aged 32 to 40, many of whom graduated from Virginia Tech and meet once a month for group suppers. They have traveled to places like Las Vegas and New York, but on this night the group of four decided to stay closer to home.

For about $300 each, they booked a suite with two adjoining bedrooms and converted it into a party pad. When they arrived, the hotel gave them gift bags containing OPI nail polish that they swapped among themselves, based on their color preferences. They dined in the hotel’s restaurant and then returned to their suite for a private Texas Hold ’Em lesson from a poker expert, while the hotel sent up a steady flow of cocktails and snacks.

“We really had a good time,” Ms. Krause said. “We played a round of blackjack, and craps, too.”

The Glam Girls package is part of the company’s Women in Touch program, the brainchild of Ms. Leondakis. The program, now two years old, offers special promotions and amenities to female guests. “I’m on the road so much,” Ms. Leondakis said. “I generally found that hotels didn’t cater to the specific needs of women travelers.”

She says that some hotels overlook female guests by not emphasizing their personal security — or by offering an abundance of poorly designed rooms. For example, what 5-foot-4 woman has not had to jump up to see herself in hotel mirrors that do not provide full-length views? And why, in so many bathrooms, can makeup supplies fall so easily into the toilet?

Kimpton says 48 percent of its guests are women — compared with a lodging industry norm of 42 percent — and it addresses their needs with rooms that offer more lighting and closet space, better mirrors, bathroom shelves, hand-held steamers and items like razors and toothpaste. There are also in-room wellness programs featuring yoga, Pilates and meditation. And don’t forget in-room safes. “We like to travel with jewelry and we don’t want to wait in line at the front desk,” Ms. Leondakis said.

Other companies are tapping into this same rich vein. Melody Biringer, founded Crave Party in Seattle in 2000 with the idea of events that weave together shopping, bonding and professional networking. Each party has a theme; the women pay a small fee and gather in one location where there is food, shopping and services like manicures and massages. The company’s motto is “Everything you crave, under one roof.”

Ms. Biringer said she started Crave Party because her life as a married entrepreneur prevented her from seeing her best friend more than twice a year.

“I decided that was not acceptable,” Ms. Biringer said. “Life gets in the way. I craved her, and hence the name. I decided I needed to start a business to get women together.”

Crave is now licensed in 13 cities; Ms. Biringer sponsors six parties a year in Seattle. Early on, she said, the parties were aimed at younger women, but after their first visit, the women would return with their mothers. So the groups now attract women 30 to 50 years old.

On a recent afternoon, Ms. Biringer offered a “Girls at Play” party at the Fisher Pavilion-Seattle Center. For $25 each, about 200 participants dined on Mexican salads, shopped and enjoyed activities like yoga, Pilates and dance boot-camp classes; makeup tips; and an active-wear show. They left with a gift bag of goodies.

Ms. Biringer also arranges travel shopping trips for small groups of women to places like Los Angeles and New York. “Some of us end up in Prada, some of us in Century 21, but we always have a blast and, yes, ring up the purchases,” said Barbara Travers, who also attended a Crave Party in Seattle in August. “I’m usually the one dragging us into four-star restaurants and wine shops; they’re usually dragging me into Henri Bendel and Saks.”

Group events like these are tailored to women’s interests, Ms. Biringer said. “We need to get away from it all and be with our trusted friends,” she said. “Despite what people think, we don’t really pamper ourselves that much. When we do, we’re really happy, and men appreciate that.”

Men might also appreciate that more women are handy around the house. Just ask Heidi Baker and Eden Jarrin, the Janes of BeJane.com, the online community they formed in 2003 with another entrepreneur, Phil Breman, and have aimed at women who are do-it-yourselfers. Ms. Baker, who is called the “chief Jane officer,” and Ms. Jarrin, the chief executive, taught themselves how to do home improvement projects, and they share the knowledge on their Web site.

Both women also bought their own homes before they married their husbands. That makes them representatives of another trend: single women are the fastest-growing segment of home buyers, according to the National Association of Realtors, purchasing 21 percent of homes, compared with just 9 percent for single men.

According to Be Jane more women are undertaking home improvement projects on their own. “We’ve seen a huge shift in everything: jobs, wages, home-buying,” Ms. Baker said. Do-it-yourself home improvement, she said, “is one of the last realms.”

Even so, Ms. Baker says stereotypes persist in the marketplace. In a blog posting in September with the heading, “Sorry Sweetie, You Need to Hire Someone,” Ms. Baker related the following encounter at a home improvement store:

“I walked into the lighting section and asked a guy to where I could find the dimmers. Once he takes me there, he turns and makes some comment about how I need to make sure to check with the electrician who’s going to install it. My response was that I would be putting it in myself. As if I hadn’t even said a thing, he tells me, ‘Oh honey, you really do need to hire someone to do this for you so you don’t burn the house down.’ ”

The two “Janes” shrug off such experiences. “We are building a lifestyle so women can learn how to feel confident in the home,” Ms. Jarrin said.

Data suggests that women are feeling quite confident. According to the NPD Group, women bought 47 percent of all painting supplies sold in the United States in June, up from 42 percent in 2003. And they buy about half of all new bathtubs, up from 35 percent.

WHAT BeJane.com is to home improvement, AskPatty.com hopes to be for women and cars. While there are just two Janes, a whole panel of expert automotive women are behind AskPatty, which gives women a blog and a Web site to post questions about all aspects of automobile transactions and maintenance.

The site, which has no advertising, is rolling out an AskPatty Certified Dealership Program. Dealers that complete it are deemed to be female friendly and are searchable by ZIP code. The company has given its seal of approval to 25 dealerships and says that hundreds more have inquired about joining the list.

Just who is Patty?

“Patty is a mom, daughter, wife, niece, grandmother and auntie,” the site explains in part. “Patty is young, old, married, single, an experienced driver, a new driver, a racecar driver, a hot rod driver, a classic car driver, a minivan driver, a truck driver, a luxury car driver, an S.U.V. driver, a disabled driver, a carpool driver.”

Jody DeVere, president of AskPatty, which was formed last summer, notes that women buy more than 50 percent of the new cars and trucks sold in the United States. In 2005, based on data from National Automobile Dealers Association, that amounted to about $200 billion spent on about eight million new vehicles. Although women also bought about half of new cars and trucks a decade ago, Ms. DeVere said, their approach to those decisions has changed.

“The main difference is that women are beginning to understand their purchasing power,” she said. “They are now beginning to demand better treatment and have gotten their voice.” While there are some other valuable auto-buying sites for women, like Edmunds.com/women, Ms. DeVere said, AskPatty is different in that “it is from women by women, but more than that, AskPatty is heartfelt. It’s not just words and information.”

After spending hours on the Internet researching a new car over several months, Beverly McMullen of Upland, Calif., hit upon the AskPatty site. She has a physical disability and needed specific auto modifications.

She visited the site before and after her family bought a 2006 Saturn Vue. Ms. DeVere responded personally to her questions, passing along useful information. Ms. McMullen said she was hesitant about asking for help, but was glad that she did.

“It seemed like I had a task force supporting me,” she said in an e-mail exchange. “AskPatty really jump-started what had seemed like a dead end for me.”

The Internet is also a resource for women taking charge of their own finances. It was only a few decades ago that women — who now buy a big share of products like tires, power tools, lawn mowers, computers, consumer electronics and, of course, homes — could not get a bank loan without a male co-signer, regardless of whether they had their own income.

These days, some women are literally opening their checkbooks to the world on blogs like MyOpenWallet and BostonGal’sOpenWallet, which is run by a woman who identifies herself online only as Jane Dough, to protect her privacy (www.bostongalsopenwallet.blogspot.com). The blog tracks her personal assets monthly (valued at $412,435.59 in October) and calls itself “the ongoing chronicle of a single 30-something Bostonian who is seeking enlightenment and control of her net worth.”

In a telephone interview, she explained that she started blogging a year ago, after she bought a house and paid off her student loans and credit cards. “I started to feel adrift,” she said. “What do I do next? How do I keep motivated?” The blog was her answer.

In her first post, she said: “Speaking publicly about your personal finances has always been a no-no in my family. The result of this is that I often felt unprepared and uneducated about financial matters. I am now in my mid-30’s, single, with a fairly well established professional career. Because I live alone, I make all the financial decisions in my life — good or bad.

“If your parents and peers can’t or won’t show you the way, hopefully sites like this on the Web will.”

For its part, Best Buy is more than willing to show them the way. Online, Best Buy has added “click to call,” so that a shopper can ask a representative to call her back at a time she requests to help with buying decisions. In the stores, it has made the aisles cleaner and wider and added shopping bags as an alternative to carts.

BACK in Calgary, Shane Homes plans to start a new listening group in November, and to keep it going until next summer. Mr. Wenzel, who is 34, says Ms. Yaccato’s advice and book — “The 80 Percent Minority: Reaching the Real World of Women Consumers,” which stipulates that women control 80 percent of every consumer dollar spent — inspired him to create the listening groups.

Shane Homes, whose revenue doubled in six years, to more than 180 million Canadian dollars in fiscal 2005-06, also went beyond listening. It asked women in the groups to design two homes, both named after Ms. Yaccato. Those and other suggestions were incorporated into the design of a house called the Yaccato 2, which went on to win a design award in Alberta.

Shane Homes sold nine Yaccato 2’s in 2005 and has sold five so far this year. Many of the its features have also been incorporated into the designs of the company’s other model homes.

Mr. Wenzel says that Shane Homes now takes about five times longer to design a home than it did just a few years ago.

“It’s critiqued once, twice, three times,” he said. “It’s a longer process, but we end up with better designs.”



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Thursday, October 26, 2006

Eat your veggies

Eating vegetables slows mental decline, study finds

From the Chicago Tribune
October 24, 2006

CHICAGO — Eating two or more servings of vegetables a day may slow a person's mental decline by about 40% compared with a person who consumes few vegetables, according to a six-year study of nearly 4,000 Chicago residents age 65 or older.

Consuming lots of fruit did not appear to offer the same mental protection, although fruit has been associated with a wide variety of other health benefits, said Martha Clare Morris, chief of Rush University Medical Center's Rush Center for Healthy Aging.

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The slowdown in the rate of cognitive decline experienced by people who ate 2.8 or more servings of vegetables a day is "equivalent to about five years of younger age" compared with people who ate less than one vegetable serving per day, Morris reports in today's issue of Neurology, the scientific journal of the American Academy of Neurology.

The study also suggested it may never be too late to reap the benefits of vegetable consumption. Older people who started eating more than two vegetables a day still showed a significant delay in mental decline, Morris said. One serving of a vegetable is about a cup.

The new findings come on top of two earlier Rush studies indicating that the foods people eat may significantly affect their mental agility. Morris reported four years ago that eating foods high in vitamin E appeared to reduce the risk of Alzheimer's disease, and last year she found that eating fish had a similar effect.

Vegetables, especially the green leafy type, are brimming with antioxidant compounds like vitamin E, flavonoids and carotenoids, Morris said, and vegetables contain more vitamin E than fruit does.

Eating vegetables with olive oil, vegetable oil or some other type of poly- or mono-unsaturated fats enhances the body's absorption of antioxidants, which help snuff out cell-damaging free radicals, she added.

"This study is tremendously important," said Alberto Ascherio, associate professor of nutrition and epidemiology at the Harvard School of Public Health, who found similar results over a two-year period in the Nurses Health Study of more than 120,000 nurses. "It's not easy to capture the correlation between dietary behavior and cognitive function.

"This goes in line with previous evidence supporting the potential protective effect of vegetable consumption," he said. "Each of these studies is like a small step forward. In this field we don't have the critical experiment to answer the question once and for all. We have to get to the truth by small steps. It's a long process to try to understand what we can do to reduce cognitive decline."


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Wednesday, October 25, 2006

Helping Friends

Will Work for Friends

Stuart Isett for The New York Times

In work co-ops around the country, neighbors fix up one another’s houses and yards. Co-op members in Washington prepare mulch for a garden.

Published: October 19, 2006

Snohomish, Wash.

Enlarge This Image

Stuart Isett for The New York Times

Wayne Whisnant and Greg Wineland clear trees for firewood.

Stuart Isett for The New York Times

Joan Whisnant and Daniel Davidson prepare to install a porch railing.

Stuart Isett for The New York Times

The group breaks for lunch.

Stuart Isett for The New York Times

Last month the co-op tackled a long list of chores.

A CHILLY wind was blowing, and a light rain had started to fall. At 8:30 on a Saturday morning in September, 12 mostly middle-aged people began trudging through the door of Keith and Karen Riedel’s house here, armed with rain slickers, hats and boots. They picked up bagels and fresh fruit, and paused at a whiteboard that spelled out their long list of tasks for the day: felling and chopping dead trees for firewood, weeding and mulching 12 blueberry bushes, installing a front porch railing. Eight other projects waited when those were done.

The collective mood seemed brighter than the conditions warranted. “On a day like this, it’s hard to get out of bed,” Marlene Roth, an elementary school teacher, acknowledged. “But I haven’t seen everyone since July, so it’s fun to catch up.”

Nearly a quarter-century ago, three couples, all friends, began working on one another’s homes in Monroe, 33 miles north of Seattle and a few minutes from Snohomish. It was a decision born of necessity. “None of us had a lot of money, and this was a way to get work done,” said one of them, Sam Lockwood.

Years later, Mr. Lockwood and his friends are still working. They have installed bathtubs, landscaped yards and built boat docks. From three couples they have grown to seven, including the adult son of one of the couples and his wife.

The group is one of the more enduring examples of home repair clubs that have emerged across the country, connecting friends and neighbors while saving on the rising costs of professional renovations.

Although there are no nationwide membership figures available, because most home repair groups are informal, Ann Hoyt, a professor of consumer science at the University of Wisconsin at Madison who has studied cooperatives, said membership in co-ops of all kinds is growing, from credit unions to supper clubs. She noted that co-ops in the United States date at least from Benjamin Franklin, who started an insurance cooperative. Barn raisings have been around since the early pioneer days, and food co-ops grew popular during the Depression as a way to cut costs. Professor Hoyt said home repair clubs are also reminiscent of a custom from the 1970’s and 1980’s, when groups of women would pitch in to clean one another’s houses.

With home repair co-ops, she said, “there’s a lot of self-interest.” She added, “If you can get something at a lower price and good quality, why not do it?”

That was the thinking behind Philipp and Laura Muessig’s decision to start a club in Minneapolis 19 years ago with four friends. They hoped to save money and to make sure they saw one another once a month. Their club, which usually meets for a couple of hours on a weekend afternoon, has since put in a concrete walkway, cleared out a garage and cleaned viruses off a computer. “With six people, we found ourselves tackling projects we might not do ourselves,” Mr. Muessig said. “It’s always satisfying to just dive into a project and later say, ‘We did that?’ ”

In Tampa, Fla., Maria Garcia-Gutierrez started the Home Improvement Team, or HIT, five years ago after buying a two-bedroom bungalow that needed work. When her mother suggested she round up some friends to take turns working on one another’s houses, she doubted they would go for it. “But none of us could afford to pay anyone to come do the work,” Ms. Garcia-Gutierrez said. Five years later, HIT meets one Saturday a month, and usually 10 to 16 people show up. “We’ve developed so many friendships; it’s really drawn the neighborhood together,” Ms. Garcia-Gutierrez said. Before every meeting she sends an e-mail message to about 175 people in her neighborhood association to let them know about the project. “We’re like a bunch of vampires,” she said. “We like to suck up new blood.”

Each January, the Monroe co-op’s members meet for dinner to pick dates for the year. They work one Saturday a month at a different family’s house, from March to September, except in August, when they go on a short trip together. “It takes a real commitment,” Daniel Davidson said.

The co-op’s success hinges on its firm schedule and detailed assignments worthy of an army general. A month before September’s work party, Mr. Riedel, the host, started planning, buying paint and gathering tools. A week before, he sent everyone an e-mail message listing the day’s 11 jobs and asking them to bring garden tools. The Riedels made sure to select large projects they preferred not to tackle on their own.

The group has stayed small for a reason. With one meeting a month, only a limited number of chores can be addressed.

To those who want to join, they offer the following advice for starting a new group:

Begin by inviting friends to an initial meeting and decide how much time to commit, what kind of work should be done and how often to meet.

People may drop out when they realize the co-op will take up some of their free time. Scheduling work on more than one weekend a month may be unsuccessful.

On work days, take breaks, and feed the members well.

As members have retired, sent their kids to college and battled illnesses, the club has become less about work and more about close friendships. “We’re now like family,” Joan Whisnant said as she spread mulch around blueberry bushes with Penelope Lewis and Ruthann Lockwood. “If I ever needed anything, I’d call on you guys.”

Three of the members’ sons have started their own work co-ops.

The co-op benefits from having two contractors as members, including Mr. Riedel. That Saturday he circulated in the rain, helping people master his rototiller and sand the wood for the porch railing. “We’ve been teaching everyone for the last 23 years,” he said with a shrug. He has demonstrated how to install skylights and bathtubs; in return, he has learned about gardening.

Co-ops of amateurs face the same risks that do-it-yourselfers do, said Jim Lapides of the Remodelors Council at the National Association of Home Builders, who estimated that his group’s members get about a third of their work from failed do-it-yourself projects. He suggested starting with projects where aesthetics do not matter — hanging cabinets in the garage, for example, as a warm-up for the kitchen. He urged seeking professional advice for plumbing or electrical work or any alterations to a weight-bearing part of the house — areas where the potential for disaster is “greater than choosing the wrong color of paint.”

For the midday meal, announced with a cowbell on the back porch, Mrs. Riedel made two soups — vegetable and curried sweet potato — and cut thick slabs of wheat bread. Everyone squeezed around the table, save for two couples who scurried home for dry clothes.

“So how was the work?” Sarah Davidson asked when she arrived from her son’s soccer game. Greg Wineland grinned and said, “We didn’t do anything.” The others groaned. By then they had weeded the blueberry bushes, cleared most of the dead trees and sanded and cut wood for the railing.

The rain grew heavier. But after lunch they cleared away the dishes, pulled on their slickers and headed out to finish the job.



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Monday, October 23, 2006

Eat your vegetables

Study: Vegetables May Keep Brains Young

Published: October 23, 2006

Filed at 6:24 p.m. ET

CHICAGO (AP) -- New research on vegetables and aging gives mothers another reason to say ''I told you so.'' It found that eating vegetables appears to help keep the brain young and may slow the mental decline sometimes associated with growing old.

On measures of mental sharpness, older people who ate more than two servings of vegetables daily appeared about five years younger at the end of the six-year study than those who ate few or no vegetables.

The research in almost 2,000 Chicago-area men and women doesn't prove that vegetables reduce mental decline, but it adds to mounting evidence pointing in that direction. The findings also echo previous research in women only.

Green leafy vegetables including spinach, kale and collards appeared to be the most beneficial. The researchers said that may be because they contain healthy amounts of vitamin E, an antioxidant that is believed to help fight chemicals produced by the body that can damage cells.

Vegetables generally contain more vitamin E than fruits, which were not linked with slowed mental decline in the study. Vegetables also are often eaten with healthy fats such as salad oils, which help the body absorb vitamin E and other antioxidants, said lead author Martha Clare Morris, a researcher at the Rush Institute for Healthy Aging at Chicago's Rush University Medical Center.

The fats from healthy oils can help keep cholesterol low and arteries clear, which both contribute to brain health.

The study was published in this week's issue of the journal Neurology and funded with grants from the National Institute on Aging.

''This is a sound paper and contributes to our understanding of cognitive decline,'' said Dr. Meir Stampfer of Harvard's School of Public Health.

''The findings specific for vegetables and not fruit add further credibility that this is not simply a marker of a more healthful lifestyle,'' said Stampfer, who was not involved in the research.

The research involved 1,946 people aged 65 and older who filled out questionnaires about their eating habits. A vegetable serving equaled about a half-cup chopped or one cup if the vegetable was a raw leafy green like spinach.

They also had mental function tests three times over about six years; about 60 percent of the study volunteers were black.

The tests included measures of short-term and delayed memory, which asked these older people to recall elements of a story that had just been read to them. The participants also were given a flashcard-like exercise using symbols and numbers.

Overall, people did gradually worse on these tests over time, but those who ate more than two vegetable servings a day had about 40 percent less mental decline than those who ate few or no vegetables. Their test results resembled what would be expected in people about five years younger, Morris said,

The study also found that people who ate lots of vegetables were more physically active, adding to evidence that ''what's good for your heart is good for your brain,'' said neuroscientist Maria Carillo, director of medical and scientific relations for the Alzheimer's Association.

The study examined mental decline but did not look at whether any of the study volunteers developed Alzheimer's disease.

^------

On the Net:

Alzheimer's Association: http://www.alz.org/brainhealth/overveiw.asp

Neurology: http://www.neurology.org



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Friday, October 20, 2006

Simplify, Simplify

The Imperfectionist

Published: October 19, 2006

DAN HO likes to get rid of things. For the past eight years he has committed himself to a project of aggressive divestment, letting go of houses, sofas, refectory tables, electric mixers, Georg Jensen silverware and a collection of ceramics. Earlier this year, a failed marriage behind him, Mr. Ho, 40, decided to reduce the sum of his possessions and eventually winnowed them down to about 55. Motivated neither by debt nor by environmentalism but simply by a compulsion to unburden himself, he moved from a 1,200-square-foot house in Portland, Me., to a rented apartment one-quarter the size in Greenwich Village, where he now lives with two roommates (one of them a retired judge who sells purses), 47 items of clothing and a backpack, suitcase, television, computer, bath towel, single set of sheets, toothbrush and bottle of witch hazel.

Fred R. Conrad/The New York Times

Dan Ho hangs art in Ginia Bellafante’s apartment.

Fred R. Conrad/The New York Times

From top, the “before” look; chandelier under the sofa; progress; results.

Fred R. Conrad/The New York Times

Dan Ho preaches a gospel of stylish parsimony.

As an emerging prophet of household governance, Mr. Ho is a happy man who would be made happier still if affluent Americans, obsessed with their wine fridges and upholstery swatches, would simply adopt his vision of chic parsimony. To this end, he has developed a practicum in the form of a new book, “Rescue From Domestic Perfection” (Bulfinch), and a television program on the Discovery Health channel, “The Dan Ho Show,” which made its debut with a special on Tuesday (to be repeated on Sunday) and will appear regularly beginning in January. On the show, he will talk people out of needless redecorating and into setting their tables with newspaper.

“When people say they want red walls, do they really want red walls?” Mr. Ho asked rhetorically over coffee one afternoon recently. “Do they really want red walls, or do they want impact? Chances are, what they really want is recognition and what they’re really, really looking for is recognition from themselves.”

Mr. Ho delivers his message in Vreelandesque aphorism. “Perfection is a cheap caricature of style,” he writes. “Candles don’t set a mood, people do.” The index to his book contains an entry headed “Myths, enslaving.” One of them, he thinks, is the idea that you should always be ready for drop-in guests. “No, you shouldn’t,” he counters, “unless you’re running a bed-and-breakfast.”

At the core of his philosophy is the belief that our relentless attention to renovation and reorganizing, to building and rebuilding, distracts us from the more demanding work of becoming better partners, caretakers and friends. Style, in Mr. Ho’s view, is unstudied, capricious. Specifically, it is a rubber ducky placed on a plain wooden table, a loop of twine hanging from a bathroom sink instead of a conventional toilet paper dispenser. It is the good sense not to replace chipped heirloom china with something flawless and new, and the wisdom never to waste countless hours building a trellis when a plant displayed in an old sausage tin, or whimsically in a child’s sand pail, will do.

“What I hate is our whole culture of trade-ups-manship,” Mr. Ho said. “No one ever seems to be happy in the house they actually buy. You visit someone’s new place and you say, ‘wow, this is great,’ and inevitably they’ll say ‘well, it’s O.K. for now.’ And that drives me absolutely crazy. We abide by all of these prescriptions that are essentially visual, ‘you build a dream kitchen and the soul of your house is established.’ Well, no, it isn’t.”

Mr. Ho received his first traumatic lesson in detachment when he was 9 and his family home in a seaside village in Guam was destroyed in a typhoon that meteorologists named Pamela. “We had gone down into the basement and battened down the hatches,” Mr. Ho recalled. “We were shaking for eight hours, it was like being under a train track, and then when it was over we walked out and up to the sky.”

For the next few months, Mr. Ho, his parents and his siblings lived in tents until a sturdier house made of concrete was completed.

When he reached college age, Mr. Ho’s parents sent him to Chicago to study at Roosevelt University. At 25, he married a local chef, Jenny Smith, and a few years later the couple moved to the resort town of Lakeside, Mich., where they successfully ran a restaurant together. They built a big house in the Prairie School style, and Mr. Ho grew afflicted with the desire to add on and acquire. He collected tools; he traveled abroad to buy furniture.

“You build a house, then you put in a pool,” he said. “Then you need a peony garden. Then you watch ‘Martha Stewart’ and you realize a peony garden needs a fence. Then you think, ‘I should also have a rose garden, too, and if I’m going to have a rose garden, I have to have 30 varieties.’ I once bought a $3,600 cedar tree because, you know, I needed something for the corner to create a transition from the oak tree to the anemone because the sedum on the brick walk just wasn’t going to cut it. People think like that, and I did.”

And then, abruptly, he didn’t. One evening in 1998, while checking the stability of a ceiling fan in the restaurant, he suffered a seizure and slipped out of consciousness for 20 minutes. “The background went black and these white blades were taunting me with a kind of resolved madness,” Mr. Ho said. After a series of tests, doctors found nothing wrong with him, but the experience sent Mr. Ho into a depression, one result of which was the decision to live a less-encumbered existence. He and his wife sold the Michigan house and much of what was in it. He kept, for instance, only one of his six sofas. In Maine, where they had enjoyed vacationing, he would write and his wife would make rugs.

Mr. Ho first tried to bring his anti-consumerist ideas into focus through stand-up comedy. It was then that he changed his name from Dan Drilon to Dan Ho, because Ho, he felt, just sounded funnier. He hoped to have a radio program, but that didn’t happen, so in 2003 he started a witty, sporadically published magazine called Rescue, which he funded himself.

He filled it with thoughts on food (slice open a baguette and stick a chocolate bar in it), cleaning tips (pass a paint brush over your computer keyboard every now and then) and folksy admonitions: “If you have enough sheets, towels and blankets to warrant an entire closet I can guarantee that you’ve missed some really good opportunities to do something else.”

IN Portland, he was considered an eccentric. “When I met him, my first impression was that he was utterly certifiable,” said Monica Wendel, a friend who worked with Mr. Ho on the magazine until he folded it to work on his book and television projects. “Everybody says be yourself, be fearless, but I’d never met anyone who actually lived that way.”

Mr. Ho’s big mop of hair remains his only excess, although most of the time he keeps it tightly tied back. While living in Maine during most of the past five years, he shed himself not only of many purchases, but of much of his own weight — 120 pounds. One aspect of the “Dan Ho Show” will have him preaching fitness.

What he disavows is inauthentic simplicity. From his perspective, no one should go out and buy drawer dividers to better organize their socks; they should have fewer socks and throw them in a drawer with enough room to distinguish the black ones from the navy ones.

Mr. Ho’s elevation of restraint is cheeky and moralizing at the same time. He calls to mind the preeminent Victorian Isabella Beeton, whose popular book of household management held in high regard Samuel Johnson’s idea that frugality is the parent of liberty.

Since he moved to New York in February, after his divorce and with virtually nothing, Mr. Ho has indeed felt free, he said. But eventually, he will look for an apartment of his own and perhaps buy a few pots. And maybe even, he said, a sofa.



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Thursday, October 19, 2006

Halloween Queens

Good Girls Go Bad, for a Day

Published: October 19, 2006

IN her thigh-highs and ruby miniskirt, Little Red Riding Hood does not appear to be en route to her grandmother’s house. And Goldilocks, in a snug bodice and platform heels, gives the impression she has been sleeping in everyone’s bed. There is a witch wearing little more than a Laker Girl uniform, a fairy who appears to shop at Victoria’s Secret and a cowgirl with a skirt the size of a tea towel.

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POST-POST-POST-FEMINISM? Halloween is a day to flaunt your inner vixen.

TRICKS Seemingly innocuous characters have a sexy edge in costumes, which evoke male fantasies and reinforce a larger cultural message: younger is hotter.

Anyone who has watched the evolution of women’s Halloween costumes in the last several years will not be surprised that these images — culled from the Web sites of some of the largest Halloween costume retailers — are more strip club than storybook. Or that these and other costumes of questionable taste will be barely covering thousands of women who consider them escapist, harmless fun on Halloween.

“It’s a night when even a nice girl can dress like a dominatrix and still hold her head up the next morning,” said Linda M. Scott, the author of “Fresh Lipstick: Redressing Fashion and Feminism” (Palgrave Macmillan) and a professor of marketing at the University of Oxford in England.

The trend is so pervasive it has been written about by college students in campus newspapers, and Carlos Mencia, the comedian, jokes that Halloween should now be called Dress-Like-a-Whore Day.

But the abundance of risqué costumes that will be shrink-wrapped around legions of women come Oct. 31 prompts a larger question: Why have so many girls grown up to trade in Wonder Woman costumes for little more than Wonderbras?

“Decades after the second wave of the women’s movement, you would expect more of a gender-neutral range of costumes,” said Adie Nelson, the author of “The Pink Dragon Is Female: Halloween Costumes and Gender Markers,” an analysis of 469 children’s costumes and how they reinforce traditional gender messages that was published in The Psychology of Women Quarterly in 2000.

Dr. Nelson, a professor of sociology at the University of Waterloo in Ontario, said the trend toward overtly sexualized costumes actually begins with little girls. “Heroic figures for women or considered icons of femininity are very much anchored in the femme fatale imagery,” she said, adding that those include an assortment of Disney heroines, witches, cocktail waitresses, French maids and an “interchangeable variety of beauty queens.”

While researching “Pink Dragon,” Dr. Nelson found that even costumes for little girls were gendered. Boys got to be computers while the girls were cupcakes. Today, there are bride costumes for little girls but one is hard pressed to find groom costumes for little boys. Additionally, Dr. Nelson said, the girls’ costumes are designed in ways that create the semblance of a bust where there is none. “Once they’re older women it’s just a continuation of that same gender trend,” she said.

Men’s costumes are generally goofy or grotesque ensembles with “Animal House”-inspired names like Atomic Wedgie and Chug-A-Lug Beer Can. And when they dress up as police officers, firefighters and soldiers, they actually look like people in those professions. The same costumes for women are so tight and low-cut they are better suited for popping out of a cake than outlasting an emergency.

Obviously, however, many women see nothing wrong with making Halloween less about Snickers bars and SweeTarts and more about eye candy.

Rebecca Colby, 28, a library clerk in Milwaukee, said the appeal of sexy costumes lies in escaping the workaday, ho-hum dress code.

“I’m not normally going to wear a corset to go out,” said Ms. Colby, who has masqueraded as a Gothic witch with a low-cut bodice, a minidress-wearing bumblebee, a flapper and, this year, most likely, a “vixen pirate.”

“Even though you’re in a costume when you go out to a party in a bar or something, you still want to look cute and sexy and feminine,” she said.

Indeed, many women think that showing off their bodies “is a mark of independence and security and confidence,” said Pat Gill, the interim director of the Institute of Communications Research and a professor of gender and women’s studies at the University of Illinois at Urbana-Champaign.

It is a wonder gyms do not have “get in shape for Halloween” specials.

In her book “Dilemmas of Desire: Teenage Girls Talk About Sexuality” (Harvard University Press), Deborah Tolman, the director of the Center for Research on Gender and Sexuality at San Francisco State University and a professor of human sexuality studies there, found that some 30 teenage girls she studied understood being sexy as “being sexy for someone else, not for themselves,” she said.

When the girls were asked what makes them feel sexy, they had difficulty answering, Dr. Tolman said, adding that they heard the question as “What makes you look sexy?”

Many women’s costumes, with their frilly baby-doll dresses and high-heeled Mary Janes, also evoke male Lolita fantasies and reinforce the larger cultural message that younger is hotter.

“It’s not a good long-term strategy for women,” Dr. Tolman said.

But does that mean women should not use Halloween as an excuse to shed a few inhibitions?

“I think it depends on the spirit in which you’re doing it,” Dr. Tolman said. “I’m not going to go and say this is bad for all women.”

Perhaps, say some scholars, it could even be good. Donning one of the many girlish costumes that sexualize classic characters from books, including “Alice’s Adventures in Wonderland,” “Cinderella” and “The Wizard of Oz,” can be campy, female sartorial humor, said Professor Gill. It can be a way to embrace the fictional characters women loved as children while simultaneously taking a swipe at them, she said. “The humor gives you a sense of power and confidence that just being sexy doesn’t,” she said.

Dr. Tolman added that it is possible some women are using Halloween as a “safe space,” a time to play with sexuality. By taking it over the top, she said, they “make fun of this bill of goods that’s being sold to them.”

“Hey, if we can claim Halloween as a safe space to question these images being sold to us, I think that’s a great idea,” Dr. Tolman said.

But it may be only an idea. Or, more fittingly in this case, a fantasy.

“I love to imagine that there’s some real social message, that it’s sort of the female equivalent of doing drag,” Dr. Nelson said. “But I don’t think it’s necessarily so well thought out.”

Tanda Word, 26, a graduate student at Texas Tech University in Lubbock, who wrote a satirical article about the trend for The Daily Toreador, agreed. “I think it’s damaging because it’s not just one night a year,” she said. “If it’s all the costume manufacturers make, I think it says something bigger about the culture as a whole.”

Salacious costumes — the most visible reminder that Halloween is no longer the sole domain of children — have been around longer than plastic Grim Reaper scythes. But there has been an emergence of “ultrasexy” costumes in the last couple of years, according to Christa Getz, the purchasing director for BuyCostumes.com, which sells outfits with names like Little Bo “Peep Show” and Miss Foul Play.

“Probably over 90 to 95 percent of our female costumes have a flirty edge to them,” Ms. Getz said, adding that sexy costumes are so popular the company had to break its “sexy” category into three subdivisions this year.

Heather Siegel, the vice president of HalloweenMart.com, said her company’s sexy category is among its most popular. (The two best-selling women’s costumes are a low-cut skin-tight referee uniform and a pinup-girl-inspired prisoner outfit called Jail Bait.)

“Almost everybody gets dressed up really, really sexy for it,” said Carrie Jean Bodner, a senior at Cornell University in Ithaca who wrote about the abundance of skimpy Halloween garb for The Cornell Daily Sun last year. “Even the girls who wouldn’t dream of going to class without their pearls and pullovers.”

Last year Ms. Bodner, 21, dressed up as a sexy pinch-hitter for an imaginary baseball team. This year she and her friends are considering being va-voom Girl Scouts.

Ms. Getz of BuyCostumes.com said far more women are buying revealing costumes than firing off indignant e-mail messages asking, “Why are all of your costumes so sexy?” (though some do).

Still, women may be buying racy outfits because that is all that is available. Ms. Getz said she wished there were more sexy men’s costumes on the market and that the lack of them is but further evidence of the gender double standard. “It’s just not as socially acceptable,” she said, adding that men feel comfortable expressing themselves with Halloween costumes that are “either crude or outrageous or obnoxious.”

Ms. Siegel of HalloweenMart.com said the costume industry is merely mirroring the fashion industry, where women have more variety in their wardrobes. Besides, she said, men are less interested in accessorizing. “They’re happy grabbing a mask and a robe and being done,” she said.

At least they get a robe. Ms. Bodner of Cornell estimated that it will be about 30 degrees in Ithaca on Oct. 31.

“We’re not just risking our dignity here,” she said. “We’re risking frostbite.”



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