<The Gender ADs Project>

 

Relations

------------------------------------------------------------------------

 

<Background: Thorne’s article (1997a) on gender arrangements in elementary school indicates the prevalence of “distance” in gender relations between men and women. By distance I mean the gender separation that develops in patterns of social relations and social institutions. As Klaus Theweleit’s illustrates in his understandings of the relationships of masculinity and the fear of the feminine in Male Fantasies, the nature of contemporary relationships between men and women is unfortunately undergirded by fascism (1987). Shuttleworth's quote offers an interesting perspective on the issue of relationships between men and women: “throughout Western culture, the male/female divide has operated as a crucial site of ideological deployment” (Shuttleworth 1990: 52). The Ads: The implications of the following ads are quite depressing. Consider ad 25: what does it say about relationships in our society? Or in terms of image 5, would men truly want to be regarded in the light that they are presented in? In terms of ad 27, can we ask if we should allow our relationships to be dominated by commodities? Or, in terms of image 11, how do we feel with the idea that we are telling men to use alcohol to assault women? We should all be ashamed of the society, OURS!, that produces these ads. As you will note, the two majors forces that are portended in the ads' understanding of relationships is alcohol and consumerism (such as in diamond rings). Questions: (1) In what ways are relationships connected to materialism and consumer culture? Are there any common themes? (2) What strategies can be used teach people to appreciate the qualities of their relationships as opposed to the values of relationships purported by companies and advertising? >

 

Image 1

Image 2

Image 3

Image 4

Image 5

Image 6

 

 

 

 

 

 

Image 7

Image 8

Image 9

Image 10

Image 11

Image 12

 

 

 

 

 

 

Image 13

Image 14

Image 15

Image 16

Image 17

Image 18

 

 

 

 

 

 

Image 19

Image 20

Image 21

Image 22

Image 23

Image 24

 

 

 

 

 

 

Image 25

Image 26

Image 27

Image 28

Image 29

Image 30

 

 

 

 

 

 

Image 31

Image 32

Image 33

Image 34

Image 35

Image 36

 

 

 

 

 

 

Image 37

Image 38

Image 39

Image 40

Image 41

Image 42

 

 

 

 

 

 

Image 43

Image 44

Image 45

Image 46

Image 47

Image 48

   
           
Image 49

Image 50

Image 51

Image 52

Image 53

Image 54

           
           
Image 55

Image 56

Image 57

Image 58

Image 59

Image 60

           
           
Image 61

Image 62

Image 63

Image 64

Image 65

Image 66

           
           
         

Home

         

 

 

<presented by Scott A. Lukas, Ph.D.>