Y ou, as reader, become the product.
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In Gender Advertisments, sociologist Erving Goffman suggests that ads are just hyper-ritualizations of many of the rituals we already use to communicate gender. This isn’t necessarily how we behave as real men and women in our much or most of our daily lives, but how we signal gender when called upon to do so.
Others might call these communication rituals “performing gender.”
Ritualization of subordination:
“Lower ranks” shown occupying lower regions
Women’s subordination often signified by showing them as less serious, with less need to be serious: “clowning” or “goofing”
Direct gaze into the camera indicates fully present and attentive.
Withdrawing into one’s own world suggests less attentive to immediate environment, less cognizant, less powerful.
Flooding out is another kind of withdrawal from the real world—abandoning oneself to a sensation.
Jean Kilbourn in the Killing Me Softly series discusses other ways women are represented
Fragmented body parts