ANT329H1 Study Guide - Final Guide: George Orwell, Metonymy, George Lakoff
Document Summary
Gender in advertising: o"barr on stereotypes, women in domestic contexts, expressive while men are stoic. Often sexual: goffman on relative size, feminine touch, function ranking, family social structure, withdrawal. ritualization. Reasons for stereotypes : techno-economic (reliance on existing images) ; cultural. subordination, licensed of: effects proved by jennings, geis and bown"s study (independence of judgment and confidence). So in canada sex role portrayal code in 1990: not always conservative, example of benetton. Cultural premises and the parables of advertising: parable of the first impressions, parable of democracy of goods, which reinforces certain cultural premises. The political economy of advertising: judith williamson : we define ourselves by what we buy. So society more polarized economically and advertising reinforces the existing social structure and then makes social change more difficult. [to what extent: impact of advertising on the neutrality of mass media (example of ms. and brystol-myers).
