Sociology 2172A/B Lecture Notes - Lecture 8: Jean Kilbourne, American Apparel, Shampoo

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

Document Summary

Ur(cid:448)e(cid:455)s sho(cid:449) that (cid:373)ost people thi(cid:374)k the(cid:455) are(cid:374)"t affe(cid:272)ted (cid:271)(cid:455) ad(cid:448)ertisi(cid:374)g (cid:271)ut this is (cid:374)ot true: gender portrayal: They provide models of what it means to be male and female in society. Advance the ideals of how to properly be male or female. People asked if they want to see the traditional roles of males and females in ads, they say no, but when they look at the most successful advertisements, they have traditional roles. Tied to the home this makes them less functional in society: women are assigned to the private sphere as home makers, moms, doing laundry and cooking. I(cid:374) the 5(cid:1004)"s it (cid:449)as (cid:272)o(cid:374)sidered a (cid:449)o(cid:373)a(cid:374)"s (cid:862)(cid:272)alli(cid:374)g(cid:863) to (cid:271)e a (cid:373)other and a home maker. They are shown as being smaller than men. Men as being the more physically present one. Advertising exaggerates this: women shown in subordinate positions and laying down a lot, ritualization of subordination, objectified this dehumanizes them.