Y ou as reader become the product
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Y ou, as reader, become the product.

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Y ou, as reader, become the product

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You, as reader, become the product


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.”


Man’s Touch—guiding, directive


Woman’s touch—soft, caressing


Woman’s touch


Placement and Relative Size


more placement


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”


Ranking in space/pose


Ranking


“Ranking”—she’s on the floor


Clowning


More clowning


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.


Direct gaze


Direct gaze


Direct gaze, head canted


withdrawing


Withdrawing? Something else?


Goofing


Flooding out


more flooding out


Even more flooding out


Flooding out


Canting, standing askew literally destabilizes so also shows subordination


Literal unstable pose


Also unstable in pose


Canting


Jean Kilbourn in the Killing Me Softly series discusses other ways women are represented

Silenced

Fragmented body parts

InfantilizedTrivialized


Muting, silencing with covered mouths


also silenced?


Blinded?


Fragmented body parts


fragmentation of the body


Trivializing


Infantilizing


Jhally: Which social values does Ford associate its van with here? Ghosh: More inclusion now?


Expanding the meaning of the diamond—marketing to women of substance


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