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Only the Body
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 <Background:
A popular theme in both advertising and mainstream movies is of the
male as a decision-maker and the female as a passive, uninvolved body (cf.
Culley and Bennett 1976). Even in mainstream magazines, advertising rarely
depicts women in other roles (Sexton and Haberman 1974). Advertising is
capricious, and in some cases particular depictions of men and women have
shifted over the years. An example of this trend occurred in 1970s ads
where the stereotypical objectified images of women were supplanted in
part by images of women in business and executive settings. However, as
two authors argue, such representations have ultimately faded away to the
more traditional depictions of women as sex objects (Benokraitis and
Feagin 1995:28).
The Ads:
What do the follow representations suggest about our perceptions of power,
agency and intellect in U.S. society? As you analyze each ad,
consider what each says about the perceptions of women in society. Questions:
(1) Think of some contexts in society, besides advertising, in which
women are considered only as being connected with their bodies. Are there
similar contexts in which men are primarily associated with their bodies?
(2) What are the cultural sources of women being viewed only as
reflections of their bodies? Are these sources limited to the world of
advertising and popular culture? (3) Politically, what would it take to
shift the view that women are only bodies? (4) Find a site on the Internet
that focuses on the positive aspects of women, particularly one that
emphasizes the non-corporeal contributions of women.
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<presented by Scott A.
Lukas, Ph.D.>
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