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Men in Control
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 <Background:
Erving Goffman’s study Gender Advertisements (1979) considers
the myriad ways in which women are negatively depicted in popular culture.
Of interest to this study is Goffman’s semiotic understanding of the
composition of ads as its relates to the relative levels of power of men
and women. It is a social fact that men still universally hold power over
women in all societies, and in terms of how advertising portrays visual
power, we can say that Goffman’s study still holds true in today’s media
ads. The varied dimensions of posture, position of bodies, location of
body parts, height and depth of figures, all suggest that women are
inferior, and men are superior. The trope that often runs through the ads
I have collected is one of men in control. The concept that I develop here
is that the hegemony of the gaze, the hegemony of the visual, the hegemony
of the positioning of individuals in the ads parallel the hegemony of men
within political, economic, and social sectors of society.
The
Ads:
Whether in visual means (ads 6, 10, 16, 17, 19, 20, 21, 22) or
specific situations, the message of this trope is that men control...they
control society and women.
Questions: (1) How is power produced in the various ads
on this page? How are specific positions of power in the ads created in
visual senses? (2) Are there are common themes in terms of the ways in
which control are manifested in the ads? (3) Can you discover similar ads
in which women hold control over men or in which men hold control over
other men? (4) What are the effects of these ads on children? What do
these visual forms tell children about men, women and relationships? (5)
Is there a connection between the issues of power in the ads and the
particular products that are being sold? >
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<presented by Scott A.
Lukas, Ph.D.>
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