Analysis#6

Analysis #6

Fix and firm

          Feminism is the belief in social, political, and economic equality of the sexes.  They have been held back and their opportunities taken away from them because of the fact that they were women.  Theory portrays women’s liberation through episodes that illustrate the historical record of male domination.   Viewers are asked to consider the aggressive nature of looking, especially the aggressive nature of male gaze and its relation to violence against women.  According to Susan Bordo’s Unbearable Weight noted that,

“With the advent of movie and television, the rules for femininity have come to be culturally transmitted more and more through standardized visual images.  As a result, femininity itself has come to be largely a matter of constructing, in the manner described by Erving Goffman, the appropriate surface presentation of the self.  We are no longer given verbal descriptions or exemplars of what a lady is or of what femininity consists.  Rather, we learn the rules directly through bodily discourse: Through images that tell us what clothes, body shape, facial expression, movements, and behavior are required.” (2244)

These pervasive ads influence kids to demand poor food choice, to think drinking is cool, and sex is a recreational activity and that anorexia is fashionable. 

          Sky vodka ad relates to sex

Male dominates fancy high job and female is getting tan at home as social history. 

  

At the same time, the advertiser cannot say in word that being skinnier will make you sexier, but the image deliberately links “Virginia Slims” and women’s body in a visual appeal to unconscious desire.  At that time, this advertisement made women believed that smoking a cigarette would make them skinnier, and make them healthy and powerful.  Although the society has changed, women are still dominated by men.  They are still an object, and men have history as subject.  They are still submitted to men, and they call for male’s attention.

Work cite
Leitch, Vincent B. The Norton Anthology of Theory and Criticism. New York: W. W. Norton &, 2010. Print.