For my final paper, the first idea that came to my mind would be to research the development of Barbie dolls. I could trace the history of barbie and see how these products have changed over the years. However, if this topic is too specific I could broaden the topic and look at all types of dolls. I could see how different time periods brought about certain dolls and products related to them. Furthermore I could examine and analyze the advertising how the products and who they are trying to sell to have changed over the years.

1) This essay by Susan Bordo is indeed a long essay. It consists of forty five pages of detailed analysis of men in advertising. However, Bordo’s writing style is unique and fun making it an enjoyable read. I feel that by breaking the reading into sections, as Susan has done makes the essay easier to understand. Also, Bordo writes in the first person and includes many personal stories and in depth opinions and analysis. Almost immediately in the second paragraph she begins, “It was the spring of 1995, and I was sipping my first cup of morning coffee…” (168) This description and numerous others throughout the essay, allows the reader to place oneself in the situation and to form their own personal thoughts and opinions about the topic. Throughout the essay, Bordo seems to state facts, but then she switches up and uses real life examples and personal stories. This brings the essay to life and makes it seem real and far from being boring. Furthermore, her humorous personality is demonstrated in her side comments. Susan Bordo also uses a number of examples and outside sources such as Calvin Klein, GQ, and Men’s Fitness to illustrate her points. Although some people might consider this essay to be long and dragged out, I feel it is written eloquently and in a style which makes it enjoyable to read.

2) Rather than overwhelming the reader, the essay is broken down into subsections. The first subsection introduces the thesis and topic that the essay will cover. It provides the reader with some main and popular examples to take into consideration such as Calvin Klein and Gucci ads. The second subsection is titled, “Thanks, Calvin!” this section of the essay discusses how the homosexual community has influenced and has an important impact on how men are presented in advertising. Bordo, then goes into analysis about the male models and their body positions in the next section entitled “Rocks and Leaners”. She then jumps back and brings up homosexuality and the notions of gender in the section “Honey, What Do I Want to Wear?”. The final two sections are the longest and are the loudest and most powerful. “Male Decorativeness in Cultural Perspective” mentions the history and notions behind men in advertising and the social influence. It traces examples of advertising and builds up to modern day representations of masculinity. Finally, the reader is left with a question and strong statements and thoughts in “My World…and Welcome to It?” This section is deliberately made the last because it allows the reader to reflect on the world in which they live where people are outwardly judged both now males and females.

3) In this essay, Bordo discusses how and where one is positioned, as subject or object, and in the moment of vision. The section, “Rocks and Leaners”, Susan Bordo presents an argument that the gaze and position of men in advertising give off a message of masculinity. She describes the gaze, and how it can show dominance. The male models are the objects in the advertisement and meant to create a certain reaction depending upon there position. There is the “face up, face down, and stare down” (182). She also discusses how often in advertising, the lean is used in a seductive way. The angle of the camera is used as a powerful tool in advertising to capture certain moments and feel that the product is trying to convey. Whether it is a seductive lean with a face of stare, the male model is trying to get the viewers to remember and focus on him, therefore selling a product.

4) These are a few advertisments that goes along with Bordo’s thinking.

Both of these ads are for Abercrombie. The first one depicts what Bordo described as having “the lean” and glazed over stare away from the camera. The second ad is of the “face off” where the man is depicted as being full of masculinity and muscles with his hands near his crotch and glaring down the camera.

1) Both of these advertisements are for Kotex napkins. However, they each have a different approach in selling the product. The first ad attracts attention by offering a question. Also, there is a lot of writing and a major focus placed on reading the advertisement. The second advertisement attracts the viewers attention by using the beautiful celebrity Sybil Shepard. Furthermore, there are less words and more of an emphasis placed on sexuality and being beautiful. Knowing the time period each ad was from helps us to analyze the ways in which advertisements reflect a world view. For example, the first advertisement was created in the 1940’s. Knowing the historical context, and critically examining the advertisement, there can be some conclusions drawn. The ad from the 1940’s is more conservative and is vague about the purpose of the product they are selling. Also, because there were less ads around during this time period, people had more time to sit down and actually read the ad, therefore there are more words in this ad than the second. The second ad came out in the 1970’s. Therefore, more advertisements were around and the goal of the ad was to have the product stick in the mind of the consumer and get the point across quick. This is why there are less words in the 1970 ad versus the 1940’s Kotex ad. Also, the second ad from the 70’s there was a greater emphasis placed on sexiness, confidence and being beautiful. While in the 1940’s there was focus on women and proper etiquette.

2) These ads are both for alcohol. The first advertisement is from the 1940’s and it is selling Budweiser. The second ad is from the 1990’s and is selling Captain Morgan rum. The first ad is using patriotism to sell the beer. The Second World War was occurring at this time and therefore people were focused on the fighting, so the advertisement was attracting attention by relating to what was occurring in the world. There was also a lot of words in the advertisement, also common for ads of the time. The advertisement is selling a value system of being a united America. This technique in advertisements has dramatically changed over time. The second ad is lighthearted and fun. It is showing the consumer that when they drink Captain Morgan’s they will have a fun time. It is also depicting a fun and playful relationship that can arise when one buys and drinks this type of alcohol. This suggests that by closely reading and deconstructing both advertisements, as a consumer we are getting an idea of the lifestyle and value system behind the ads.

1) Throughout the essay Susan Douglass writes using a humorous and clever tone. Rather than simply listing examples of women and their image in the media, she uses language such as ” Women of the 1980’s still felt like worthless losers when they looked in the mirror or horrors of horrors tried on a bathing suit.”( 119) As a part of her critique, she focuses on women who are in constant need of improving their appearance. The advertisements show flawless women that have perfect bodies and thus represent perfect lifestyles. Douglas says, “The ability to spend time and money on oneself was a sign of personal success.” (118) In the advertisements Susan discusses, she concentrates on young, confident, “dimple free” women. Thus the insecure women who see these advertisements are constantly comparing themselves to the “perfect” women. From the essay one could conclude that Susan Douglass considers it “womanly” to be comfortable and natural with ones not so perfect body.

2) Douglass is doing an analysis on advertising that include the analysis of literature, film, fashion, sports, art and literature. For example, she says, ” The cult of narcissism saw in the 1970’s exploded in the 1980″s nurtured by Reagan’s me-first-and-to hell with everyone else political and moral philosophies.” (120). Her writing is cynical and through her many examples of women in advertisements, she provides an example of how the media is tainting and disrupting many women’s views about themselves. Women are more concentrated on their appearance and superficial thoughts due to the medias focus on the women’s body. Douglass, wants people to deconstruct the media and advertisements and realize they are using an image to sell a product.