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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 SilencedFragmented body partsInfantilizedTrivialized
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