Blog #3

a. " A corollary is that when a male and female are pictured in a euphoric state, the female is likely to be exhibiting a more expansive expression than is the male, which in turn fits with the argument already made and illustrated that in our society women smile more then men- both in real scenes and in commercially contrived ones."(Goffman,69)

This is a significant image that women and men have been stereotyped by for a long time. Picturing the male as the one that smiles less, represents his lack of emotions, or his choice to conceal them. Men have been told to withdraw from emotions and the advertisement encourages this behavior. Which, in my opinion is wrong.

b. " To add insult to injury, the rhetoric of feminism has been adopted to help advance and justify the industries in anti-aging and body-alternation." (Bordo, 152)

This is definitely an insult. To use feminism to advertise face -lifts and implants or liposuction is very misleading, dangerous, and injurious. This is a misrepresentation on an entire movement of women that had fought for women's rights and Independence. To use their slogans, " I am doing it for me", or, "taking charge" is absurd and sending the wrong message about what feminism is to a new generation of women.

c. The image of male and female change a whole lot since Goffman's article. The people that work in advertising and think about how to sell products and produce new commercials went to collages and universities that taught them to look at the old commercials and stereotypes in the same critical way we are learning to. They had to rethink the advertisement approach.

This lead to a shift in advertisements. The female and male are not as gender defined, their roles less black and white. The viewer can, sometimes, come to his or her own conclusion. This can leave the viewer confused-- its harder for them to choose what they want to be. Their gender role is less defined in the ad.

Where it used to be that ones defined role in society was important in order to identify with the product being sold, this new form of advertising leads people to believe that if they buy the product their role will become more defined.