3common tactics used

to establish superiority -
SIZE
ATTENTION
POSITIONING
 males are taller than
females
 height symbolizes
social rank
Women's bodies are often
dismembered and treated as
separate parts, perpetuating
the concept that a woman's
body is not connected to her
mind and emotions.
 Women as dehumanized =
humanity sacrificed to display
the artificial ideal
 Women as a thing, object of

consumption, broken down into

component parts = each
represents an ideal form
 images of lips, legs, breasts,

butts, torsos - female body parts

On the floor
The Kiss
Woman as Child

(Clowning)
Licensed Withdrawal
 withdrawn
 faced away,
looking dreamy
and introverted
 covering the

face, particularly
the mouth, with
the hands
 Ideal look
yet artificial
 judging

against this
artificial
standard
 The female and the
product become
equivalent and
interchangeable
 Females as a thing,
a commodity
 caters to others'
needs and desires,
 females as their
pleasure providers
 Men as
grasping,
manipulating,
holding
 Women as

carressing
 Who is doing what?
 Men act; women

help.
 Men play executive

or leadership roles;
women, supportive,
assistant, or
decorative
accessory role
 People in control of their lives stand
upright, alert and ready to meet the
world
 bending of body parts conveys

unpreparedness, submissiveness and

appeasement
 women appears off-balance, insecure

and weak; upraised hand conveys

shame and embarrassment
 What does the
woman
symbolize?
Read the words
for the symbolic
meanings added
to the woman and
the colors.
 Isshe an
active
modern
woman?
(Pay
attention to
the spatial
arrangemen
t of this ad.)
 Are these two
women, or a
man and a
woman? 
 How is the

woman in the
lower part
positioned? 
 How is the

perfume
positioned? 
How is the
leg on the
front
used?
 How is the sign of
the gold jewelry
foregrounded in
this ad? 
 Why does it use

the book as a
frame?
 Why is the
woman veiled? 
Is she escaping
from or running
toward
something?
 How are the women's
bodies used in these
two ads?
 How is the
woman
distinguished
from the men
around her? 
 What is the
center of this
ad?
 How do we get
to switch our
attention 
from the
woman to the
commodity?
 How is the
sense of
feminine
independence
constructed? 
 Why is it

illusive?
 How are the women on these
two ads presented?  The caption
on the first ad is: "Distraction,"
and on the second "Jackpot."  
What main ideas of the liquor
the women help to convey?