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When you first come into contact with someone, the first thing you notice is their gender and their race. Genderisims are gender themes that are embedded in social stereotypes about women that enforce social stereotypes about women and men. In everyday life, gender is given gender roles that makes societal explanations regarding appropriate behavior for men and women. Goffman’s genderisim theory portrays women as feminisims making them vulnerable by putting them in submissive positions in magazines. In The videos “Beyond Killing Us Softly” and “Still Killing Us Softly” Goffman’s theories come into play by showing us that, women are skinny, innocent, young and should be predominately white as well as women are to be valued not for what they do, but for what they look like. While as the men are always portrayed in positions of dominance, masculine and should be tough and powerful without showing any emotion.
Function ranking gives women and men position rankings through which our society stereotypes the gender to be. In status location, men are portrayed as functioning in the world in positions of authority, whereas women are portrayed as functioning a service. Our society has a stereotype that men can be firefighters or police officers, and that women should stay home and take care of the kids or be a waitress bringing someone food and being out of harms way. For the appearance vs acheivement aspect in our socity, men are portrayed as active whereas women are objects to be viewed. In the videos “Beyond Killing Us Softly” and “Still Killing Us Softly” we really saw the reality of the stereotypes in our society by showing us that women should be models or being of service to the man, and that men should be in corporate offices in positions of power to our socitey. Bascially what our world is telling us is that, men should be the provider and women should by the nuturer based on physical placement which makes our world biased to the men and looked down upon for the women. In analyzing the magazines, the videos “Beyond Killing Us “Softly and Killing Us Softly” Goffman’s theories come into play by socially stereotyping women as vulnerable, passive and innocent which are still very much relavent in our society today.
In the first ad, this ad shows a man with his arms between the legs of two women. The women are only featured showing their backsides from the shoulders down, and they are both wearing revealing apparel to show display of their bare legs.
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The second ad, shows a woman dressed in a revealing bikini posed in a way that seems as if she is dancing with her eyes closed. Behind her, there is a clothed man who smiles and stares at her dancing. She is a thin, light-skinned woman who portrays the ideals of beauty. These images reinforce the ideals and standards of beauty that is created out of a male dominated society, referring to the genderism theory. The ad shows that the woman in the ad is an ideal of beauty that men, like the male gazer, would like to see in a woman. The text that reads, “Catch of the Day,” also conveys that women are to be viewed only as an object that you can win over at least for today with the possibility of catching something new tomorrow. In this perspective, women are objects that can be pursued, used, and then simply discarded.
The third ad, shows a man representing the devil surrounded by an entourage of beautiful women who are supposed to be angels in a night club type setting. He is pictured in the center of all of the women while they all stare longingly at him. This advertisement shows to women that they should be infatuated over men and constantly in competition with other women for men. His dominant position in this group of woman represents to the audience that males should be the dominant person in the relationship. It is also interesting to note that he is attracting several women which is allowed for men in society, but if a woman is pictured with several men she is considered a slut. This stigma and male dominance are conveyed to the audience through this Jose Cuervo ad.
The fourth ad, the visual shows the woman laying down wearing a very small bikini while a man fully-clothed in a suit is featured from the chest down straddling her as he holds the bottle of vodka and two martini glasses. Since there are no words in this advertisement, the entire message is contained in the visual. The use of visuals is a very powerful tool used by advertisers to communicate its message. The visual nature of this Skyy Vodka ad forces readers to interpret the messages themselves. This ad contains powerful images that can invoke strong emotional responses about the relationship between men and women that is depicted through the ad. Particularly, this advertisement shows the domineering nature of men. The man is standing above the woman in a dominating pose as he straddles her. The woman in the ad is lying down below the man in an inferior position. The focus of this ad is placed on her breasts, and although her face is shown, it is not all visible and clearly not the center of attention for this ad. It is also interesting to note that the woman’s body is on display for the audience since she is wearing little to nothing. On the other hand, the dominant male figure is fully clothed showing hardly any skin at all. Her body is on display allowing the man in this ad as well as the entire audience to objectify her body, which is the main point in the videos “Killing Us Softly and “Beyond killing Us Softly.”
After viewing all of the negative portrayals through the advertisements in the alcohol industry, I did find a few advertisements that I thought were positive images of the human body. The ad for Corona represents a contradiction to an aesthetic quality that is typically associated with beauty. The ad shows a split image of a woman with one half in a tanning bed with fake red skin and the other half in a chair on a beach with regular colored skin. The text reads, “World of Regular Light” under the half of the woman in the tanning bed, and the text, “Tropic of Corona Light” under the other half. I think this ad is a positive portrayal of women because of the growing number of women who participate in the tanning craze in the United States today. Many women go tanning in tanning salons to fit the standard of having a tan body that is perceived by society as desirable. The need for a tan body is reproduced through images in society that portray tan skin as a quality of beauty. The Corona ad associates the tanning salon look as a negative quality and portrays natural skin as a desirable beauty trait. Therefore, I believe this ad is a positive portrayal of women’s bodies.