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Body as Tool
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 <Background:
In many ads women are told that their bodies are their best assets.
The messages told by advertising indicate that bodies can be commodified
as products that have a use value. Ads within this category reflect the
concepts of the Only the Body trope, namely, that a woman has only her
body to offer. In this category, the concept is made more specific as
women are told to use their bodies to get what they want. The
Ads: Image 4 sends a very clear message. A woman may use her
body to get her husband to buy them a trip. In ad 8, the idea is that the
woman's body is a "weapon," again illustrating the reductionism of women
and their bodies.
Discussion Questions: (1) Why are women's bodies so commonly
represented as tools or as devices that can be used to get something? (2)
Do any male ads reflect this trope? (3) Have you heard the idea that women
can get what they want through their bodies? In what social settings have
you encountered this idea? >
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<presented by Scott A.
Lukas, Ph.D.>
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