Sociology Movie Notes.docx

31 views10 pages
18 Apr 2013
Department
Professor
Killing Us Softly 4 12/12/2012 10:38:00 AM
Jean Kilbourne talked about this for 40 years
1979 Killing Us Softly
1987 Still Killing Us Softly
2000 Killing Us Softly 3
Advertising is an over $250 billion a year industry (U.S)
Average American is exposed to over 3000 ads per day
Average American will spend 2 years of his or her life watching television
commercials
Almost every aspect of popular culture is about marketing
Reason we believe we’re not influences advertising is quick, it’s cumulative, and
it’s subconscious
“Only 8% of an ad’s message is received by the conscious mind. The rest is worked
and reworked deep within the recesses of the brain” – Rance Crain, Former Senior
Editor, Advertising Age
Difficult to be healthy in a “toxic cultural environment” environment that
surrounds us with unhealthy images and constantly sacrifices our health and our sense
of well-being for the sake of profit
Ads sell values, images, concepts of love and sexuality, success, and of normalcy
To a great extent ads tell us who we are and who we should be
What does advertising tell us about women?
o Tells us that what’s most important is how we look
o Surround us with the image of ideal female beauty
o Ideal is based on absolute flawlessness
“I wish I looked like Cindy Crawford” – Cindy Crawford
1989 Oprah Winfrey’s head was put on Anne Margaret’s body for a TV Guide
cover
o Neither woman gave permission
One woman in an ad = Four or five women put together to look like one perfect
woman
Kelly Clarkson “slimmed down the photoshop way
The Dove commercial called “Evolution” illustrates that the image is constructed…it
is not real
Women of colour are generally considered beautiful only if they approximate the
white ideal
Unlock document

This preview shows pages 1-3 of the document.
Unlock all 10 pages and 3 million more documents.

Already have an account? Log in
Black women are often featured in jungle settings wearing leopard skins as if they
were exotic animals
When men are shown photographs of supermodels in studies, they then judge real
women much more harshly
Women’s bodies are often turned into “things” – into objects
o Affects self-esteem
o Creates a climate in which there is widespread violence against women
Turning a human being into a thing is almost always the first step toward justifying
violence against the person
A Heineken commercial turns a woman into a keg of beer. A frat boy’s dream
Women’s bodies are hacked apart; only one part of body is used in ad E.g. Using
legs as the blades of scissors
o Most dehumanizing thing you could do to someone
Most often when the body is dismembered, the focus is on breasts
o Marketing strategy of some bra makers, like Wonderbra, has been based on
this idea for years
o Wonderbra
Eva Hertzigova ad from the 1990s
Woman’s breasts got so big that they cracked they cracked the glass of
the display
Revolving street ad won’t go to the next ad because the woman’s
breasts are too big to get past the edge
Increase in recent years in the amount of cosmetic procedures
o 91% performed on women
o 1997 to 2007 rose 457% to almost 12 million per year
o 754% increase in non-surgical procedures (botox, laser treatments)
o 114% increase in actual surgeries (breast implants, liposuction, eyelid
surgery) now more than 2 million a year
Women who have breast implants moves from being a subject to being an object
Dep hair styling products
o Says there is no way to have acceptable breasts
Men’s bodies are rarely dismembered in ads
o More than they used to be, but it still tends to come as a shock
o Calvin Klein ad in Vanity Fair At the time when this ad ran, it was so
shocking that the ad itself got national media coverage
Men and women inhabit very different worlds
Unlock document

This preview shows pages 1-3 of the document.
Unlock all 10 pages and 3 million more documents.

Already have an account? Log in
o Men don’t live in a world in which their bodies are routinely scrutinized,
criticized, and judges whereas women and girls do
Basically, we’re told that women are acceptable only if we’re young, thin, white, or at
least light-skinned, perfectly groomed and polished, plucked and shaved, and any
deviation from this ideal is met with a lot of contempt and hostility
“Who knew by age fifteen that your skin had already retired” – Elastogenesis ad
The basic message to girls “the more you subtract, the more you add” Armani
Exchange ad
Ana Carolina Reston died of anorexia weighing 88lbs
When models literally cannot get any thinner, Photoshop is brought to the rescue
o Model Filippa Hamilton digitally altered making her head bigger than her
pelvis, an anatomical impossibility
o Soon after Filippa’s contract was terminated she claimed “They fired me
because they said I was overweight and couldn’t fit in their clothes any more”
Basically the body type, the only one, that we see as acceptable or desirable is one
that fewer 5% of American women have
o Most women are more pear-shaped, heavier throughout the hips and thighs
“It’s all about starvation. Pop stars don’t eat” – Lady Gaga
“Nothing tastes as good as skinny feels” – Kate Moss
Kate Winslet has been outspoken about her refusal to allow Hollywood to dictate her
weight
o When British GQ Magazine published a digitally enhanced photo of Winslet
to make her dramatically thinner, she issued a statement that the alterations
were made without her consent
o “I don’t look like that and, more importantly, I don’t desire to look like that. I
can tell you they’ve reduced the size of my legs by about a third”
95% of dieters not only regain whatever weight they lose within 5 years, they go on
to gain more
A third of adult Americans are obese, two thirds are overweight
Solution to obesity and to the obsession with thinness are related in that , they involve
our need to transform our attitudes as a culture about food and about the way we eat
“The menage-a-trios we’re made to feel ashamed of is with Ben and Jerry”
The more guilty women are made to feel about eating, the more erotic the ads for
food become
Sometimes food is sold quite deliberately as a substitute for sex
Unlock document

This preview shows pages 1-3 of the document.
Unlock all 10 pages and 3 million more documents.

Already have an account? Log in

Get OneClass Grade+

Unlimited access to all notes and study guides.

Grade+All Inclusive
$10 USD/m
You will be charged $120 USD upfront and auto renewed at the end of each cycle. You may cancel anytime under Payment Settings. For more information, see our Terms and Privacy.
Payments are encrypted using 256-bit SSL. Powered by Stripe.