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Male is Culture
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 <Background:
In television commercials it is very common to find men portrayed in
positions of authority, dominance and control (Craig 1992). The trope of
Woman is Nature is clearly related to its opposite—the male as culture (Ortner
1974). In the case of advertising we can find many portrayals of males in
control—their have symbolic capital, intelligence and power. Women are
often passive observers to the men’s active presence in ads.
The
Ads:
Ads such as 5 present the image of an elevated male, powerful and high
class, while many others show clear distinctions between the
Nature/Culture divide (6, 7, 10). Ads 11 and 39 seem to summarize the
problems associated with this trope.
Questions: (1) What cultural issues or ideals do the ads
below reflect? (2) Why are men associated with the registered that they
are depicted with in the ads? (3) Are there examples of ads or popular
culture representations that connect women to forms of culture, not
nature? >
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<presented by Scott A.
Lukas, Ph.D.>
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