A Feminine Double-Bind By Anoushka Benbow-Buitenhuis: Critical Analysis

1295 Words3 Pages
bulb-icon

Recommended: Is deviance going against social norms

In "A Feminine Double-Bind? Towards understanding the commercialisation of beauty through examining anti-aging culture", Anoushka Benbow-Buitenhuis examines the conflicting messages women face when confronted with conforming to cultural standards of beauty, or being labeled as deviant for disregarding social norms. In the view of gender conflict perspective, Benbow-Buitenhuis assesses the role of mass media and the effects on women 's rationality, and irrationality, of consumerism in the beauty market, concurrently with Herbert Marcuse 's theories of magical ritual language, and false needs. Additionally, the author supports her research via numerous authoritative references, empirical findings, theoretical contexts and quantitative findings. This research provides further evidence on the effect of advertisements, corporations, and society manufacturing false needs, thus creating a false consciousness within …show more content…

The advancement of technology, and thus advertising, have taught and coerced women over time into thinking that upward class mobility can be reached through consumption and consumerism. Today, women of all ages are encouraged to participate in the standardized beauty culture produced and proliferated by multinational corporations. Correlations between Benbow-Buitenhuis ' female double bind and theoretical contexts of Marcuse 's false needs theory (2014, p. 47) and false consciousness theory (2014, p. 44) prove that beauty culture is "rationalized as social requirements for public participation" and are "socially reproduced to the extent that the individual may believe that the needs are their own" (2014, p. 44). Thus, women are willing to give up rational thought processes in their desire to obtain status and upward class mobility through purchasing and consuming anti-aging

Show More
Related

  • The Damnation Of Women Analysis

    1282 Words  | 3 Pages

    Anna Julia Cooper’s, Womanhood a Vital Element in the Regeneration and Progress, an excerpt from A Voice from the South, discusses the state of race and gender in America with an emphasis on African American women of the south. She contributes a number of things to the destitute state African American woman became accustom to and believe education and elevation of the black woman would change not only the state of the African American community but the nation as well. Cooper’s analysis is based around three concepts, the merging of the Barbaric with Christianity, the Feudal system, and the regeneration of the black woman.

    Read More

  • Summary Of In Spite Of Women By Kenon Breazeale

    820 Words  | 2 Pages

    “In Spite of Women: Esquire Magazine and the Construction of the Male Consumer” Much of society’s perception of women today, according to Kenon Breazeale in the piece, “In Spite of Women: Esquire Magazine and the Construction of the Male Consumer”, is based upon the attempts to construct women as consumers. Breazeale claims that much of society’s one-dimensional view of women has everything to do with how consumerism has been viewed primarily as a feminine attribute. Using an in-depth analysis of the early years of Esquire Magazine, Breazeale uses an academic, stoic tone in an effort to remain impartial, although it is rather apparent that she feels strongly against the magazine and all it stood for during this time period. Breazeale effectively

    Read More

  • Analysis Of Jack Solomon's Masters Of Desire: The Culture Of American Advertising

    1224 Words  | 3 Pages

    This phenomenon suggests that all women are required to remain loyal wives and stay at home mothers who aspire to achieve perfection. In “Mirrors of Masculinity: Representation and Identity in Advertising Images,” Jonathon E. Schroeder and Detlev Zwick claim that “highly abstract connections are made between the models, a lifestyle, and the brand” resulting in a need to associate these products with a specific way of living (25). Instead of simply displaying these luxurious bracelets and handbags, the ad creates an elegant environment through the incorporation of sophisticated items. The women are dressed elegantly in dresses and blouses, adding a conservative element to the ad. The ad presents a rather stereotypical image of the very successful heads-of-household type mothers who have brunch with other elite women in an exclusive circle. Everything from the merchandise they sport to the champagne glasses down to the neatly manicured fingernails provides insight into the class of women presented in this ad. The body language of the women strips the image of the reality element and instead appears to be staged or frozen in time. This directly contributes to the concept of the gendered American dream that urges women to put up a picture-perfect image for the world to see. Instead of embracing individual struggle and realities, the American dream encourages women to live out a fabricated

    Read More

  • Analysis of the Documentary: Killing Us Softly 4 and the Role of Women in Advertising

    533 Words  | 2 Pages

    The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...

    Read More

  • Dangers of Advertisments in Jean Kilbourne' Killing Us Softly

    529 Words  | 2 Pages

    First, Kilbourne’s research should be praised tremendously for bringing to light the unhealthy impression of true beauty in today’s culture. Kilbourne challenges the audience to reconsider their viewpoints on advertising that is sublime with sexual language. The evolution of advertising and product placement has drastically changed the real meaning of being a woman. According to the movie, every American is exposed to hundreds and thousands of advertisements each day. Furthermore, the picture of an “ideal women” in magazines, commercials, and billboards are a product of numerous computer retouching and cosmetics. Media creates a false and unrealistic sense of how women should be viewing themselves. Instead of being praised for their femininity and prowess, women are turned into objects. This can be detrimental to a society filled with girls that are brainwashed to strive to achieve this unrealistic look of beauty.

    Read More

  • The Negatve Effects of a Little Miss Monster

    1822 Words  | 4 Pages

    .... "The Beauty Industry Promotes Unrealistic Beauty Standards." Not Just a Pretty Face: The Ugly Side of the Beauty Industry. Gabriola Island, BC: New Society Publishers, 2007. Rpt. in The Culture of Beauty. Ed. Roman Espejo. Detroit: Greenhaven Press, 2010. Opposing Viewpoints. Opposing Viewpoints in Context. Web. 4 Mar. 2014.

    Read More

  • Analysis of The Dove Campaign For Real Beauty

    1839 Words  | 4 Pages

    In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist. ”(Dyer, 1982:6). In its place of following the outdated mantra of beauty- advertising campaigns that endorse an unachievable standard of attraction as the norm, Dove’s campaign has taken a concern that touches the lives of loads of young and old women: self-observation in the face of ads that don’t mirror the realism of women’s looks. Dove is saying that it’s all right to be ordinary, and that you’re not less than for not being what certain advertisers reflect to be flawless.

    Read More

  • Feminism in the Awakening by Kate Chopin

    1399 Words  | 3 Pages

    Kate Chopin boldly uncovered an attitude of feminism to an unknowing society in her novel The Awakening. Her excellent work of fiction was not acknowledged at the time she wrote it because feminism had not yet come to be widespread. Chopin rebelled against societal norms (just like Edna) of her time era and composed the novel, The Awakening, using attitudes of characters in favor to gender, variations in the main character, descriptions and Edna's suicide to show her feminist situation. Society during Chopin's time era alleged women to be a feeble, dependent gender whose place laid nothing above mothering and housekeeping. In The Awakening, Chopin conveys the simple attitudes of society toward women mainly through her characters Leonce, Edna, Madame Ratignolle, and Madame Reisz. She uses Leonce and Madame Ratignolle to depict examples of what was considered adequate in society. In a critical essay written by Emily Toth, she states that "The Awakening is a story of what happens when a woman does not accept her place in the home. The novel moves us because it illustrates the need for women's psychological, physical, social, and sexual emancipation--the goals of feminists in the twentieth century as well as the nineteenth" (Toth). However, Chopin takes account of the opposing characters of Edna and Madame Reisz in a determination to express desires and wants concealed by the female gender.

    Read More

  • An Analysis Of Calvin Klein's Advertising In American Culture

    1398 Words  | 3 Pages

    Advertising in American culture has taken on the very interesting character of representing our culture as a whole. Take this Calvin Klein ad for example. It shows the sexualization of not only the Calvin Klein clothing, but the female gender overall. It displays the socially constructed body, or the ideal body for women and girls in America. Using celebrities in the upper class to sell clothing, this advertisement makes owning a product an indication of your class in the American class system. In addition to this, feminism, and how that impacts potential consumer’s perception of the product, is also implicated. Advertisements are powerful things that can convey specific messages without using words or printed text, and can be conveyed in the split-second that it takes to see the image. In this way, the public underestimates how much they are influenced by what they see on television, in magazines, or online.

    Read More

  • Feminist Analysis of Anna Karenina by Leo Tolstoy

    1522 Words  | 4 Pages

    Anna Karenina is a novel by the prominent Russian author Leo Tolstoy. It was published in serial installments between 1873 and 1877. Tolstoy himself claimed that Anna Karenina was his first novel. Despite criticism that the novel was indeed two separate novels, there was much acclaim. Fellow Russian author Dostoevsky hailed it as “a flawless work of art” (En8848.com.cn).

    Read More

  • The Effect of Advertising on Women's Body Image

    1387 Words  | 3 Pages

    This essay will attempt briefly to argue the damages and benefits of how advertising shapes women's gender identity. First of all, gender identity, sometimes referred to as an individual’s psychological sex. It has been defined as the "fundamental, existential sense of one’s maleness or femaleness" (Spence 1984, p. 83).There are many types of advertisements that might form women gender personality for instance: smoking, drinking, weight and thinness and other supporting sorts that keep women in line trying to be good-looking and fashionable. Many advertisements portray women as just body parts or in a submissive stature to extra use subliminal meaning as reinforcement for male domination.... ...

    Read More

  • Cordila Fine's Delusions Of Gender, By Cordelia Fine

    1120 Words  | 3 Pages

    The book Delusions of Gender was written by Cordelia Fine in August of 2010. She was born in 1975 in Toronto, Ontario, Canada. Throughout the years, she has attended Oxford, Cambridge and University College London to get her degrees in experimental psychology, criminology, and her PhD. Due to the fact that she is writing a book about the differences in how each of the sexes think, she has a bias because she is a female and she doesn’t have true insight on what a male has on their point of view.

    Read More

  • Images of women in advertising; its impact on social perceptions of beauty and body image idealisms, and the extents to which we go to become them.

    1964 Words  | 4 Pages

    “Medieval noblewomen swallowed arsenic and dabbed on bats' blood to improve their complexions; 18th-century Americans prized the warm urine of young boys to erase their freckles; Victorian ladies removed their ribs to give themselves a wasp waist.” 5 Even from medieval times, the extent to which women have gone to achieve ‘ideal beauty’ is extreme. In the 21st century, Americans spend more money on beauty related product than they do on their education, creating a 160 billion dollar a year global industry, all in the name of ‘perfection.’ 5 Intensification of body image ideals has increased through media and manipulation in the advertising industry, due to the portrayal of women, leading to the creation of a 20 billion dollar cosmetic surgery industry. Driven and fueled by sexual instinct and desire to achieve perfection, images of women in advertising will not cease to hold a huge amount of power over the everyday woman who spends her life chasing an ideal, which does not exist, often leading to psychological and physical effects which can last a lifetime.

    Read More

  • Women and Advertisements

    2559 Words  | 6 Pages

    image of themselves in real life. They are almost computer-generated women like in the movie Simone. Indeed, with the technology we have now, advertisers can transform a product into perfection, at the same time, misleading the consumer into seeing it as “real”, and thus permanently providing impossible standards (Ingham). More and more women are becoming dissatisfied with themselves trying to be this fantasy person created by the men in our society. This distorted view of reality, portrayed by advertisemen...

    Read More

  • Impact of Cosmetic Advertisements on Women

    1059 Words  | 3 Pages

    As marketing strategies have evolved, they have enhanced the ability of advertisers to communicate to the "masses" more effectively than ever before. This ability has allowed advertisers to not only reach more markets, but to be more influential in the decision making process of the audience. American society, especially young women, is being influenced by advertisers more now than in previous generations. It is not by accident that teenagers and young adults are targeted by advertisers, especially since their purchasing power as a group exceeds that of any other consumer group. Not only have advertisers learned to identify specific products that appeal to men and women, but they have also found that the "want" of the consumer can be turned into a "need" for the advertised product. Many of the beauty product companies advertise their products as a "need" which ultimately appeals to a vast majority of women.

    Read More

More about A Feminine Double-Bind By Anoushka Benbow-Buitenhuis: Critical Analysis

Open Document