Y ou as reader become the product
This presentation is the property of its rightful owner.
Sponsored Links
1 / 39

Y ou, as reader, become the product PowerPoint PPT Presentation


  • 33 Views
  • Uploaded on
  • Presentation posted in: General

Y ou, as reader, become the product.

Download Presentation

Y ou, as reader, become the product

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Y ou as reader become the product

You, as reader, become the product


Y ou 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

Man’s Touch—guiding, directive


Woman s touch soft caressing

Woman’s touch—soft, caressing


Woman s touch

Woman’s touch


Placement and relative size

Placement and Relative Size


More placement

more placement


Y ou as reader become the product

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 in space/pose


Ranking

Ranking


Ranking she s on the floor

“Ranking”—she’s on the floor


Clowning

Clowning


More clowning

More clowning


Goofing

Goofing


Y ou as reader become the product

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 gaze1

Direct gaze


Direct gaze head canted

Direct gaze, head canted


Withdrawing

withdrawing


Withdrawing something else

Withdrawing? Something else?


Goofing1

Goofing


Flooding out

Flooding out


M ore flooding out

more flooding out


Even more flooding out

Even more flooding out


Flooding out1

Flooding out


Canting standing askew literally destabilizes so also shows subordination

Canting, standing askew literally destabilizes so also shows subordination


Literal unstable pose

Literal unstable pose


Also unstable in pose

Also unstable in pose


Canting

Canting


Y ou as reader become the product

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

Silenced

Fragmented body parts

InfantilizedTrivialized


Muting silencing with covered mouths

Muting, silencing with covered mouths


Also silenced

also silenced?


Blinded

Blinded?


Fragmented body parts

Fragmented body parts


F ragmentation of the body

fragmentation of the body


Trivializing

Trivializing


Infantilizing

Infantilizing


Jhally which social values does ford associate its van with here ghosh more inclusion now

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

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


  • Login