https://padlet.com/cazcantrell/xp2krs8jh9h4 Construction & Consumption en-us 2018-07-30 05:51:39 UTC 2026-03-15 04:14:08 UTC hello@padlet.com cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/271423140 Foucault's 'hysterical woman' is "limited and defined by her sexuality" (Shilling 2012, 80) and this example displays this discourse in the context of modern social regulation of women's bodies. The women in the ad are discussing natural female physical experiences however they are portrayed as shameful and embarrassing. Patriarchal regulation of female sexuality rates the value of women on their ability to reproduce. The women in this example are discussing their physical transition into a non reproductive state which renders them of less value than younger women according to Turner (Shilling 2012, 91). Shameful and embarrassing portrayal of natural female bodily functions is also common in advertising for feminine hygiene products.]]> 2018-07-30 05:57:04 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/271423140 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/271423237  In this chocolate commercial each man gets his own serving of chocolate. In contrast, in the female targeted Maltesers ad the women all share the one serving. This reinforces a social discourse of hunger being a masculine trait and men need to food to solve the problem of hunger whereas women need a smaller amount to simply satisfy a craving or desire.]]> 2018-07-30 05:59:07 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/271423237 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/271425454 This advertisement resonated with Foucault’s theory of heterosexuality as the normalising typification in everyday discourse (Shilling 2012, 80). Mainstream advertising is overwhelmingly heterosexual and creates as discourse that we as consumers participate in without even realising, which promotes the value of youth, sexual objectification of women and the hyper masculinity of men. In food advertising generally, the hunger of women is not something that is generally discussed. Food is marketed to hungry men, however food for women is generally marketed to assist them in achieving health or body goals or to satisfy a craving. In this example, the image of a woman eating a large burger is acceptable because her physical form meets a typical ideal. Furthermore the advertisement is not aimed at hungry women, but at men, therefore the function of the woman eating is not to satisfy her hunger, but to be objectified; both the woman and the product in this advisement are for the consumption of men. The commentary in this ad focusses on the “natural” aspect of the product that they are selling, while the woman is portrayed naked, or in her “natural state”, furthermore she alludes to her natural breasts, therefore her nakedness, breasts and the product being sold are “all natural”. While all bodies are natural, this woman possesses the right type of “naturalness” which makes it the ideal form for heterosexual advertising.

]]> 2018-07-30 06:33:38 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/271425454 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277234459 Advertising continually reinforces gender norms and socially constructed roles. Here are some examples:]]> 2018-09-03 06:03:15 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277234459 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277234703 2018-09-03 06:05:59 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277234703 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277235759 2018-09-03 06:16:29 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277235759 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277236139 2018-09-03 06:19:26 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277236139 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277324143

Schilling, Chris. 2012. "The Socially Constructed Body". In The Body and Social Theory, 75-102. London: Sage.

]]> 2018-09-03 14:55:45 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277324143 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277325006 2018-09-03 15:01:47 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277325006 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277327527 2018-09-03 15:23:53 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277327527 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277817876 Eisend, Martin. 2010. "A meta-analysis of gender roles in advertising." Journal Of The Academy Of Marketing Science 38, no. 4: 418-440.

Jones, S. C., & Reid, A. 2011. "Sex and sexism in Australian alcohol advertising: Why are women more offended than men?" Contemporary Management Research 7, no. 3: 211-230.


]]> 2018-09-05 02:42:49 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277817876 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277946129 2018-09-05 13:06:42 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277946129 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277953939 2018-09-05 13:18:08 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277953939 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277954116 2018-09-05 13:18:30 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277954116 cazcantrell https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277954562 2018-09-05 13:19:21 UTC https://padlet.com/cazcantrell/xp2krs8jh9h4/wish/277954562