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Y ou, as reader, become the product

Y ou, as reader, become the product.

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Y ou, as reader, become the product

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  1. You, as reader, become the product

  2. 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.”

  3. Man’s Touch—guiding, directive

  4. Woman’s touch—soft, caressing

  5. Woman’s touch

  6. Placement and Relative Size

  7. more placement

  8. 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”

  9. Ranking in space/pose

  10. Ranking

  11. “Ranking”—she’s on the floor

  12. Clowning

  13. More clowning

  14. Goofing

  15. 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.

  16. Direct gaze

  17. Direct gaze

  18. Direct gaze, head canted

  19. withdrawing

  20. Withdrawing? Something else?

  21. Goofing

  22. Flooding out

  23. more flooding out

  24. Even more flooding out

  25. Flooding out

  26. Canting, standing askew literally destabilizes so also shows subordination

  27. Literal unstable pose

  28. Also unstable in pose

  29. Canting

  30. Jean Kilbourn in the Killing Me Softly series discusses other ways women are represented Silenced Fragmented body parts InfantilizedTrivialized

  31. Muting, silencing with covered mouths

  32. also silenced?

  33. Blinded?

  34. Fragmented body parts

  35. fragmentation of the body

  36. Trivializing

  37. Infantilizing

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

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

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