What messages to these ads send to boys/men about their gender and masculinity? What are the...
What messages to these ads send to boys/men about their gender and masculinity? What are the very real consequences (real social problems) for men and women related to these advertising messages (shaped reality) ? What are realistic things that we can do to combat these messages? Be specific.
Homework Answers
Advertising is a significant agent of socialization in modern industrialized societies, and is used as a tool to maintain certain social constructions, such as gender. Men and women are depicted as differing in attitudes, behavior, and social statuses. These differences are what separate the sexes into different genders. Gender advertisements give the viewers a glimpse into a world laden with socially defined and constructed gender relations, displays, and roles. These images are crafted to mimic real life and many mistake the concepts of fantasy and reality in regards to advertising. Erving Goffman would call it "commercial realism", when advertisers try to present the advertising world in ways which it could be real. Goffman argues that advertisements do not look strange to us, when they should. Advertisements take something that exists already in the world and they change it, forming a distorted reflection. "They emphasize some things and de-emphasize others," it is a hyper ritualization of the world, and we recognize, and even relate with some of the images.
Masculinity in advertising
In advertising, men are often portrayed in the following ways:
- Alert and conscious of surroundings
- Standing upright
- Eyes open and looking around
- Bodies are controlled
- Mean expression on face
- Gripping things tightly with hands
- Hands in pockets
- Serious
- Physically active
On the other hand femininity in advertising.
Portrayals of women in advertising:
- Touching self
- Caressing an object
- Lying on the floor
- Sitting on a bed or chair
- Eyes closed
- Not alert
- Confused
- Vulnerable
- Body contorted
- Dressed like a child
- Holding an object or a man for support
- Sexy and sexually available
- Seductive
- Playful
- Careless
These are positions of submissiveness and powerlessness. This can be clearly seen when women are shown lying on the floor as men are standing over them, literally depicting women as being beneath men. Women are urged to pursue beauty and sex appeal, and part of the sex appeal is submission. Currently there are campaigns such as the Girl Effect Campaign that have worked to change the way in which women are perceived for the better. These campaigns aim to reclaim the saying "like a girl."
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