Lecture 9So… continued.. What if men posed in the traditional female type stances and poses?Overall effect…Associated femininity with a lack of power (subordination)Leads to objectificationWe have trouble viewing women as powerful, or that if women want to be attractive and intelligent together- not one or anotherThis denies people their humanityVideo- killing us softlyWhat does advertising tell us about women?We should strive to achieve this model-esque flawlessness and do everything to achieve it.Women’s bodies turn into things and objectsThe person is dehumanized and then violence becomes inevitablePhysical perfection is the ideal- but that perfection is just photo shoppedEmotions and women’s advertisingNew study: reach women when they feel most vulnerableWomen: use faces, more color, curves, and detail. Also concepts, ideas and emotions.Men: strong objects and straight lines. Show peers using it. Use facts, figures, and statsThe kotex and always “like a girl” commercialPromotes the idea of how we need to change the messages going on in the advertising in society. It makes fun of its own commercials and also poked the question about how females are represented in advertising and societyMen and advertisingStudies show that advertising narrows the definition of what it means ot be a man.In chargeAggressiveStrong/silentTrends in ads for menHypermasculinityCallous sexual attitudes towards womenWomen are expendable and men are in controlBelief that violence is manlyExperience danger as exciting95% of ads in magazines like playboy and Gamer Informer include hypermasculine themes; 56% average across all men’s magazines. Higher masculine themed magazines are geared towards teenage boys. And the more people are exposed to those kinds of images the higher the amount of domestic violence and vehicle accidents (studies show)the gun advertisement. “Consider your man card reissued”Products as machinesBeauty products are okay as long as they are promoted as tough machinesEx. Axe detail shower tool aka loofahProtecting/reclaiming masculinityEx. Yankee candleThe 2x4, first down, and riding mower, man cave, baconEx Dockers wear the pantsIn some way masculinity is lost- but in order to reclaim it you have to reassert yourself in society.Ex dodge charger and the mans last standMan foodEx the man version of dr. pepperEx. eating competition foods and guysMen as deficientThe sitcom is the epitome of the father doing a lot of really dumb decisions and finally learns at the end.The guy outsmarting the wife- the revenge narrativeHyper-sexualityUsing men’s bodies as ”self-aware” sexual marketingMen have growing rates of body dissatisfaction/disordered eating patternsEx the breast cancer checkup moments with hot menRise of metrosexual and beauty1990: 4% of men used a skin care product2010: over 30% of men used a skincare productlots of ads for men to re-civilize themselvesex shampoo ad where he looked like he had a women’s hair and his co-worker commented on it and so the man rushes to the store to pick up axe to look like a manResearch on Marketing to MenIncrease in ads that use hyper-masculine themesHyper-masculinity in ads normalizes it in daily lifeMen who view hyper-masculine ad themes are more likely to engage in dangerous behaviorsSome evidence men response negatively to these ads/brands (but so far not much research on men)Most successful ads for menAppeals to fatherhoodJAMS 214 1st EditionLecture 9 So… continued.. What if men posed in the traditional female type stances and poses?- Overall effect…o Associated femininity with a lack of power (subordination)o Leads to objectificationo We have trouble viewing women as powerful, or that if women want to be attractive and intelligent together- not one or anothero This denies people their humanityVideo- killing us softly- What does advertising tell us about women?o We should strive to achieve this model-esque flawlessness and do everything to achieve it.o Women’s bodies turn into things and objectso The person is dehumanized and then violence becomes inevitable o Physical perfection is the ideal- but that perfection is just photo shoppedEmotions and women’s advertising- New study: reach women when they feel most vulnerable- Women: use faces, more color, curves, and detail. Also concepts, ideas and emotions.- Men: strong objects and straight lines. Show peers using it. Use facts, figures, and stats- The kotex and always “like a girl” commercial o Promotes the idea of how we need to change the messages going on in the advertising in society. It makes fun of its own commercials and also poked thequestion about how females are represented in advertising and society Men and advertising- Studies show that advertising narrows the definition of what it means ot be a man.o In chargeo AggressiveThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o Strong/silent Trends in ads for men- Hypermasculinityo Callous sexual attitudes towards women Women are expendable and men are in controlo Belief that violence is manlyo Experience danger as excitingo 95% of ads in magazines like playboy and Gamer Informer include hypermasculine themes; 56% average across all men’s magazines. Higher masculine themed magazines are geared towards teenage boys. And the more people are exposed to those kinds of images the higher the amount of domestic violence and vehicle accidents (studies show)o the gun advertisement. “Consider your man card reissued”- Products as machineso Beauty products are okay as long as they are promoted as tough machines Ex. Axe detail shower tool aka loofah- Protecting/reclaiming masculinityo Ex. Yankee candle The 2x4, first down, and riding mower, man cave, bacon Ex Dockers wear the pants In some way masculinity is lost- but in order to reclaim it you have to reassert yourself in society. Ex dodge charger and the mans last stand- Man foodo Ex the man version of dr. peppero Ex. eating competition foods and guys- Men as deficiento The sitcom is the epitome of the father doing a lot of really dumb decisions and finally learns at the end.o The guy outsmarting the wife- the revenge narrative- Hyper-sexualityo Using men’s bodies as ”self-aware” sexual marketingo Men have growing rates of body dissatisfaction/disordered eating patternso Ex the breast cancer checkup moments with hot