Sociology 2172A/B Lecture 8: Soc 2172 lec8
15 Jan 2019
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We are getting closer to democratic/egalitarian society, however there is still a gap and this is what we look at in sociology: micky mouse monopoly: people say kids don"t analyze advertising, they just suck it up. 2: women weigh less and are shorter on average than men, but this is exaggerated in advertising. Depicted as men being more dominant/powerful: women tucked under arm, depicted almost as children. Women are being protected by men: shown as being subordinate, women here are lying down to show this, even when this doesn"t fit the ad. Women laying down on mattress to advertise mattress or pjs fits. Women selling jeans or body cream laying down doesn"t fit the ad. We never see this as men, but when they are laying down they still look in charge by staring at camera or propped on elbows, are never vulnerable. Buffalo jeans ad of women in corner being sexualized.
