Advertising and Genre

Question 1

Theorist: Goffman Ritualisation of Subordination theory?

Answer 1

(1979) Ritualisation of Subordination

6 Female Frames

1) “Female Touch” - adverts when females cradle objects, makes them sexual (perfume)
2) “Laying Down” - vulnerable, less pure, men normally standing over them, lower to ground (social standing)
3) “Bashful Knee Bend” - sexy pose, unbalanced, vulnerable, not prepared for her surroundings
4) “Tilted head/body” - Lowers head, less of a person, animalistic relates to a confused puppy, mens heads held high
5) “Licence withdrawal” - Not fully aware, dreamy, air head
6) “Infantilisation” - Sexualising women, blurs lines of young women to adults, finger in mouth (sexual)

Question 2

What did Goffman (1979) argue ?

Answer 2

• That advertisements do not depict how men and women actually behave; rather they serve the social purpose of convincing us that this is how women and men are, want to be, or should be.

Women Portrayed:
soft, vulnerable, powerless, fragile, submissive

Men Portrayed:
confident, comfortable, present, aware of social surroundings, intimidating, prepared for whatever may come their way.

Goffman argues that these poses have NOTHING to do with biology or natural traits, but rather with or how our culture defines feminine and masculine.

Question 3

John Berger (1972) Quote?

Answer 3

“men do, women appear”

Question 4

John Berger (1972) theory?

Answer 4

“ways of seeing”

• women behave accordingly to how men will perceive them
• he asserts that women present themselves in the way that they want men to view them knowing that men are surveying them.
• women torture themselves in order to live up to this conception of beauty (a mans ideal woman)
• women regarded as extremely ornamental , in modern day campaigns their intangible qualities and abilities are emphasised - wether its clothes/perfume it is selling a life style.

Question 5

Laura Mulvey (1975) Theory?

Answer 5

The Male Gaze.

1- Film audiences are forced to view the characters from a perspective of a heterosexual male.
2- Camera lingers on curves of a female with specific conventions E.G. slow motion
3- Denies women of human identity, merely there for something to look at
4- Female viewers identify with male
5- Women have no real importance it is how she makes the male feel/act that important.

2 Functions of female -
1 - Erotic object for characters to view
2- Erotic object for audience to view

Question 6

Ann Kaplan (1987) Theory? Example?

Answer 6

GOES AGAINST MALE GAZE

• females own dictatorship
• female flip gaze to their power

EXAMPLE
- big money supermarket advert:
Men in heels, dancing sexually
theres no heterosexual eye

Question 7

Barthes (1957) Theory?

Answer 7

talked about semiotics being about culture.

• Ads rely on a system of signs to convey ideology or view to audience
• Influenced by social, culture values and reformed.

Example:
Victoria’s Secret perfume campaign, white wings and lingerie connote purity and innocence