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Written On
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 <Background:
In The Real Thing: Performance, Hysteria, and Advertising, Mady
Schutzman suggests that the use of corporate logos and lettering to
inscribe the female body in advertising resembles the ways in which the
medical community has acted on women's bodies (1999:54-5). These ads
illustrate the ways in which the corporate advertising machine colonizes
the minds and bodies of individuals. In some cases, bodies are inscribed
with symbols or corporate logos, in others full text is written across the
body of the woman. Like the
landscape trope, here the woman's body is colonized; it is a palate
upon which anything can be written. This is absolute control in the world
of gender advertising. Here is an interesting
article on women's bodies and tattoos. The
Ads:
The ads utilize similar techniques in inscribing the bodies of
women with logos and the like. Ad 14 is a copy of an old Man Ray
photograph, updated with the corporate logo. Questions:
(1) Why do we find that women's bodies are portrayed as apt
subjects for logos, words or phrases? (2) How does the effect of writing
on the body compare to other visual means of objectification, such as
woman as literal object? (3) Can you locate similar examples of men's
bodies being used as a place on which to write? >
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<presented by Scott A.
Lukas, Ph.D.>
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