WMST 1000Y Chapter 2: Week 2 Reading Questions

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Jhally says that advertising promotes images of what the audience conceives of as the good life". He suggests that items can be associated with a variety of settings and emotions through advertising, which is the prime form of communication between companies and society. Advertising draws on things we already value to sell us goods by associating common items with higher value. For example, jhally says how beer can be connected with anything from eroticism to male fraternity to the purity of the old west", and how food can be related to family or health. Gender display is not the way that men and women actually behave, but the ways in which we think men and women behave. Ads draw heavily on gender display because it regards an area of life that reaches into the core of individual identity. Yes, images are the dominant language of the modern world.

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