The documentary “Codes of Gender” by Sut Jhally talks about how men and women are taught to look or act and they don’t conform or if they deviate from this cultural norm then they are simply not accepted or are ridiculed. This notion of gender roles is reinforced in our society through the media, specifically advertisements as pointed out by Sut Jhally. These advertisements place unnatural poses and models in awkward that reinforce gender roles as well as portray the dominant and subordinate relationship between men and women. Some of the most interesting points made concern the relationships and differences between codes of femininity and masculinity in ads (and society at large). Sut Jhally also suggests that a good way to reveal these differences and down fall of our cultural expectations is to try a simple experiment: imagine switching exactly the figure of a male model for a female one in most ads.
In the documentary, Sut Jhally talk about some important issues Erving Goffman’s book titled Gender Advertisements...
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...out there and think that being thin is the way to be. But what really is important is just to look at all these ads and understand that it’s not how it really is in real life. It’s important to be yourself and not try to look like the girls in the magazine who are all photoshopped, even they are not really that perfect. Men and women are still portrayed different where women are still seen in that suberviant role, men still are in that higher roll of being more superior and stronger then us women. Times are changing and women are not taking a lead role in families and also becoming equal to men, maybe it’s time that the advertisement start to show women in those type of roles. We as women are more powerful and we are beautiful in all sizes and shapes. It’s important for us to so the younger men and women that they too can be something and have a more important role.
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