Ordinary People Do Extraordinary



*2014/9/10 カテゴリを更新しました







Reading Ads Socially

Reading Ads Socially




Content analysis of lipstick ads from 1946 through 1977 revealed that, whereas in 1946 most ads sgiwed the whole body of a woman, by 1977 most ads showed only the body part. (Goldman, 1992: 117)

Goldmanはストッキングや口紅の広告を分析した結果、広告に特定の顔を表示させず、身体のパーツ(唇・脚など)のみを提示する近年の風潮に対して、女性を消費・欲望の対象化("object of desire", "a fetishism of apperance", "commodity self")とすることで、広告を見る女性に「自分もああなりたい」と思わせる・嫉妬させている("permits the viewer to read herself in", "The woman viewer is encouraged to envy these legs for what they migh accomplish")と論じています。


Once again, woman gains power by participating in the fetishism of commodity appearances. By actively mastering the currency of looks (smooth hairless legs in sheer hose with high heels) a woman may hope to acquire power over men - she makes herself an object of desire in order to bring him to knees. (Goldman, 1992: 121)


Where unequal and segregated labor markets and patriarchal rule have prevailed, women have learned there is a kernel of truth to claims that social power hinges on their ability to evoke desire through appearance. Becoming an object of desire supposedly makes a woman more valuable in the eyes of others, and hence more valuable to herself. If successful, men will desire you and women will envy you. But to be valued in such terms is to stand out, and the process of judging is based on the premise of invidious, competitive comparison with other women. Hence in a competitive political economy of sign-value, the hyper-critical individual is beset by an ever-present sinking feeling that she is not performing as well as others at controlling and managing their appearance. For the rare few, a real social power is gained; but it is gained at the expense of the many and it does nothing to challenge the male power to scrutinize and judge. (Goldman, 1992: 129)




著者のRobert Goldmanさんは、広告を研究しているアメリカの社会学者さんのようですね。メモメモ。