Sociology 2172A/B Lecture Notes - Lecture 8: Dieting

• School: Western University
• Department: Sociology
• Course: Sociology 2172A/B
• Professor: Gale Cassidy

Document Summary

No, the(cid:455)"(cid:448)e gotte(cid:374) (cid:449)orse, although the (cid:271)iggest (cid:272)ha(cid:374)ge is she is no longer alone: focused on advertising because of its powerful force. It"s e(cid:448)er(cid:455)(cid:449)here: the images stay with us and we process the majority of them subconsciously, ads sell more than products. Images, concepts, normal state: tell us who we are and who we should be, about women. Ideal image of female beauty based on absolute flawlessness. Image of american beauty is everywhere: young, thin, blonde, blue-eyes, white. Early advertising research 1970s-1980s: did(cid:374)"t prefer stereot(cid:455)pi(cid:272)al depi(cid:272)tio(cid:374)s, more favourable response to gender (stereotyped ads, based on, reactions, purchase intentions, behaviours, not what they say, but rather what they do. Representation of women: advertising sells normalcy, creates an image of the perfect woman or man, less than 5% of the population, advertising needs women to feel insecure a(cid:271)out the(cid:373)sel(cid:448)es or the(cid:455) (cid:449)o(cid:374)"t ge(cid:374)erate $ New representations of women: differently but not necessarily better, starting to use men as sexual objects.