CMN 2173 Lecture Notes - Lecture 7: Rhetorical Device, Masculinity, Instrumentalism
4 Jul 2018
School
Department
Course
Professor
1. Fragile Masculinity
CMN2173 – Advertising & Society
Wednesday, July 4th
Hirschman (2003)
Rugged individualism: an aggressive creativity linked to
entrepreneurism, exploration and discovery; competition against
oneself; manual Labour; solo performance; technology and machines;
instrumentalism; individual freedom
oVery American claim to freedom and capability
Rugged individualism entangled in dynamics of gender and race
A rhetorical device in advertising
View of what a man was was valorized by Roosevelt
As much as we shame women for not being femme enough, we shame
men for not being masculine enough
Smith & Malone (2003)
Tobacco industry’s approach to the gay community differs from its
approach to racial minorities
emphasizes its ties to the African American community, but kept its
distance from the LGBTQ+ community
advertised to vulnerable/marginalized groups in a very strategic way
osold belonging to LGBTQ+ members, but never associated,
donated to relevant causes, etc.
Fashion
advertising shapes society’s norms
oi.e. Broke Back Mountain looks inspired by Marlboro ads
Aesthetics
Old Spice print ad “make sure your man smells like a man”
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Rugged individualism: an aggressive creativity linked to entrepreneurism, exploration and discovery; competition against oneself; manual labour; solo performance; technology and machines; instrumentalism; individual freedom: very american claim to freedom and capability. Rugged individualism entangled in dynamics of gender and race. View of what a man was was valorized by roosevelt. As much as we shame women for not being femme enough, we shame men for not being masculine enough. Tobacco industry"s approach to the gay community differs from its approach to racial minorities. Emphasizes its ties to the african american community, but kept its distance from the lgbtq+ community. Advertised to vulnerable/marginalized groups in a very strategic way: sold belonging to lgbtq+ members, but never associated, donated to relevant causes, etc. Advertising shapes society"s norms: i. e. broke back mountain looks inspired by marlboro ads. Old spice print ad make sure your man smells like a man : also uses manly ideology of cowboys from marlboro.
