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Captured and Controlled
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 <Background:
Numerous contexts of advertising present women as either captured
objects or as objects of control. The common theme is that women are
denied their agency as well as their identity. This particular theme is
common in pornographic genres and is here presented in the numerous
contexts of advertising. The
Ads:
Disturbing cage scenarios are reflected in ads 11, 16, 18, 19,
36, 41, 43. Equally disturbing are the "buried alive" scenarios in ads 13,
14, while other ads display male power in the situation of a captive
woman. Unfortunately, this trope is becoming more common in the
advertising world. Keep in mind that the
trope of capturing and controlling is not always literal (as in the cage
ads). Ad 37 uses a more abstract visual approach to suggest that one can
capture a woman, akin to a fish, by using jewelry as a lure. Considering
that rape is still a major problem in society, Ad 5 is also quite
disturbing. Questions:
(1) Why are women frequently represented as captive objects in
advertising? (2) Why do images cages come up so frequently in these
ads? (3) Discuss image 58 (the PETA ad). Specifically, how do you respond
to PETA's use of objectifying women in order to address the plight of
animals in society? >
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<presented by Scott A.
Lukas, Ph.D.>
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