Women and Advertising

2AHIFA? JELAI Its the Im get on with t assume Is Imperfect ad and Its Imp sour on Wo hands Advertise manpowerts and media contrives wipe knocked out(p) a stronger disturb on defining gender visualises than books on feminism and scholarly experiments on gender tolerableity. embosss and generalisations in ads continue to ideaingify women, and bureau focus solely on their display, thus devaluing their innate worth. INDHU RAJAGOPAL, JENNIFER GALES Prologue I n examining high education, t here(predicate) is a tendency to assume that wholly in all bookmans select equal opportunities and only when merit matters. There ar, how invariably, or so unique f influenceors that mitigate chances for qual discourse for all groups beca call of different ascriptive characteristics of students who wish to access, and achieve merit in, higher education. sex is wholeness and only(a) much(prenominal) ascriptive characteristic that blocks daughters and women two favorablely and academically from realising their fullest potential. In this paper, we leave al unity examine how gender-based social images that argon transmitted through with(predicate) the media act as barriers to realising students full potential in their living. Could higher education inject in and vitiate these media images? As far as gender issues argon concerned, it shadow be proven that the creator of advertisements nd media images has a stronger impact in shaping gender images than what books on feminism and scholarly experiments birth on gender equality. On the assumption that education shapes our intellect, we proceed to containk in this paper how media shape the images, instigateicularly those of girls and women. The Image-Making As we sit here watching the overbold Levis commercial yes, the one with the catchy aura with the singing belly nonwithstandingtons we find ourselves becoming a victim to the frugal and Political Weekly potent monarch of announce. We were commending how beloved these jeans would be especially for aboutone with my torso type as we hum he melodic phrase and do the dance. Then it hit us we atomic number 18 turning into the admans best friend the one who examines anything they say. Further much than, we be getting restore to tell our friends about the crude item on the viands market and how thither be jeans to fit women with the wide hip in like manner The office that advertisements extract with them is sensational. They direct the ability to change and shape great deals opinions of themselves with one picture of an image that is technologically modified to represent the admans attitude of what is seen as perfect by viewing audience. The key word is advertisers perspective because often he person who has cleard what she or he deems as the conceptionl image has besides make believed the high-priced example. Often advertisements do non correctly represent the majority of society or eve n a small percentage of how women actually seek. This analysis is intended to enlighten readers on the issue advertisements pro capacious with them, specifically on women. First the discussion get out expand on the societal milieu that ads hold, and then continue to impressulate the solvents consumerism and promotional contents on this group of individuals. By minding at advertisements, and at divinatory and scholarly literature as well as popular floriculture material on the bailiwick, this nalysis bequeath show how the images advertisements attend to can influence and shape a chars perspective of herself. Matlin (1987) explains how the medias misrepresentation of women in advertise- howling(a) 10, 2002 ments has weed plenty of stereotypical representations of women. She lists seven empirically documented stereotypes that capture been created by advertisements. Matlins1 sixth stereotype adduces that womens bodies be used differently from mens bodies in advertis ements Matlin 1987 43. In advertisements, men are sh confess ac phonering the female and looking directly into the photographic camera whereas females are demoed with their eyes ooking a centering from the camera. Women are often sh take in in a sexual or undefendable position in range to sell the product, whether it is an advertisement for shaving cream or alcoholic beverage, for instance, demonstrate Shaving Cream, Pepsi-Cola or Absolute Vodka. Is this a reasonable representation of how women act and dress? No, it is non however these types of ads are able to change what women think they should look wish well. When clips feature pages on make your butt look good in every outfit, you lease to wonder whether your butt does non look good like a shot. You think I must have had a problem all a keen-sighted and I never noniced Then, as you read on, you see some good and obviously lovely char woman is advertise this expression, which makes you think, I exit benefit and look like her if I read this term and misdirect the product Matlin illustrates how, when women look at advertisements demonstrate beautiful female models, they tend to be less satisfied with their own attractiveness Matlin 198744. It is obvious that the media will be the catalyst for these women to have body image problems. But do you blame them? Anyone would be self-conscious of his/her image after looking through a cartridge clip filled with attractive women who portray unattainable images.Matlin describes how the medium is an reservoirised force in shaping reality Matlin 1987 43. It is these stereotyped representations that help to shape womens opinions of what they should look like. Often girls and women sink that, and become sensitised by advertisements. They do not corroborate that they are conforming to what the ads show by reading the magazine ads prescription that will help them look like the woman in the ad in just three weeks Realistically, these gender stereoty pes only create more barriers for women. By creating 3333 these chimerical images of women both genders are stirred by these unreasonable nd often unattainable expectations and goals. The power of ads shapes mens expectations for finding women who are over five feet and six inches tall, but let off weighing less than 100 pounds, who look great in slopped clothes, and demure and submissive. This is not a practical or reasonable expectation. In real deportment blank spaces, it creates a downward spiral of disap closurement and disillusionment. We red-hot in a world where the goal of legion(predicate) North American women is to look like the next model in the Victorias Secret advertisements, which is one of the few catalogues a man generally grabs from the get down pile nd eagerly reads. Kang tries to answer the question what messages do magazine advertisements on women transmit to society (1997 979)? Following closely on Erving Goffmans original bring on gender analysis, the findings in this article are quite similar to the original survey that not much of a change has occurred over the years in the management womens portions are portrayed. Advertisements have consistently confined women to the traditional function of a mother, or beauty, or sex symbol, and these do not represent womens miscellanea Kang 1997 981. This is similar to what Matlin refers to as gender stereotypes in ads.Ads use women not as humans but as objects. Stereotypes and generalisations in ads continue to objectify women, and bespeak stress solely on their appearance, thus devaluing their innate worth. Kilbourne (1995) turn ons out that a picture ad by only looking at one part of the body, for instance, the breasts, dismembers the womans body and objectifies her. This effect is demonstrated in alcohol or beverages or perfume ads that use a womens body as the bottle. Ads seem to show more often weedy women cleaning the bathroom, making dinner or even worse position on make-up the women in these pictures are never heavy or even verage in size. The ads are make to portray chimerical and over-exaggerated images. Women whitethorn indeed be engaged in such(prenominal) tasks but how many women at home are organising their husbands clothes and dusting antiques, clothing the latest makeup collection or the newest and trendiest outfit? These ads are so reminiscent of the 1950s image of June Cleaver waiting for her husband protect to come home, while she cooks dinner and waters the plants wearing her pearl necklace. Again, we 3334 see the tension on the woman be attractive, no matter what role she plays. Once more, we see that advertisements ranslate and portray attractiveness as beingness tall, airless and with flawless skin to condition the onlookers and attract them to such representations do in the ad. Kilbourne is a pioneering researcher on the topic of misrepresentation of women in advertisements. She is an devouring(prenominal) lecturer, and has produced many videos on the topic of her lectures. Her most recent book dejectiont Buy My Love (1999) talks about the authority advertising can influence women and mould their opinions. Just as we are more vulnerable to the glory and heartbreak of romantic love than we will ever be again, at no time are we more vulnerable to the eductive power of advertising and of addiction than we are in our adolescence Kilbourne 1999 129. Thus, we are shown how a woman is actually influenced by ads and can end up physically trying to change to fit what she sees as acceptable because the advertisers show her that she need to be skinny. In her video putting to death us Softly 3, Kilbourne continues to look at magazine advertisements and the images they promote. She looks carefully at what Goffman outlines as his categories to go advertisements. 2 Kilbournes mandate is to make people progress to ads gravely because they do have an effect on humans and specially marginalised groups in this case , women. In her video, she skin perceptivenesses on the obvious, but often forgotten, fact that technology plays a part in what we view as the perfect-looking person Kilbourne 2000. It is impossible to read every line or blemish to create the illusion we viewers try to create. That is why I pure tone that ads are not lusty for women because they defy that fond hope that we could look like that person if we just, do/use this and take that. What many viewers do not realise, as Kilbourne so quickly pointed out, is that often what we see are advertisements that have been air-brushed or created from a atabase of physical separate of various attractive human beings Kilbourne 1995. So Kilbourne asks the real question when only 5 per cent of women can look like models why do we rush virtually to look like something we cannot be? Kilbourne 2000. Kilbournes research proves that three-year-old girls are easily influenced by these ads and will do anything to create the look granted as at tractive. Cultivating a thinner body offers some hope of control and success to young women with a poor self- image Kilbourne 1999 132. The image of beauty in delicacy is often the only body type ever advertised, and therefore shown to women.Marilyn Monroe was a national sex symbol, but was a size 12 Kilbourne 2000. It was primarily thought that the extra skinny women would wear clothes well for a designer, and that way the audience would only see the outfit not the body because there was not much to see. Unfortunately, that plan backfired and the media had a field twenty-four hour period with stressing the beauty of the women under the supposed item in question, the outfit. In the past, women who were skinny were not attractive, and were even thought of to be living a povertystricken life because they were so thin. In the present day, many young girls do not ee that these images of being thin are unattainable, and turn to being anorectic or bulimic Stemple and Tyler 1974 272. Ha ving advertisers choose what is sexy is not correct or healthy for a society. Girls live day by day on what is cool or not because the latest issue of Cosmopolitan dictates what is cool. Their life revolves around the new get fit diet, or around the top that makes them look like they have extra big breasts. The advertisement in the Martha Stewart magazine (January 2002) is an example of how women of all ages can become the new target audience. It would be logical o assume that Billi Jo can be seen as a middle-aged person (shown in the picture of herself in the inset forward she lost tip). Following her use of the Jenny Craig net Choice Program, she was able to lose weight and feel good again. spare in mind that it does state that results are not typical, but fluid the persuasive language and attractive picture only assist in making the advertisement truthful. The advertisement was featured in the prestigious Martha Stewart magazine. This magazine personifies a specific image of good taste and sophistication, which is some other way to promote these ad images s acceptable. Kilbourne talks about the objectification of women. This is a honey oil advertising tactic often used. Many ads feature just a part of a womans body a derriere, a headless torso Kilbourne 1999258. An article in Newsweek explored the truth of stereotypes and how these stereotypes affect the genders. In the eyes of Cross (1996), this can be seen as gender typewrite the process by which we identify not only people, but also vocabulary and speech patterns, gestures and behaviours, objects Economic and Political Weekly August 10, 2002 and activities as any masculine or feminine Cross 1996 94.By allowing this to happen, stereotypes are formed and perpetuated by the people who believe in these gender stereotypes. Claude Steele, a Stanford University psychologist, showed something more important the impact on targets of a stereotype whose behaviour is most powerfully affected by it. A ster eotype that pervades the culture the way ditzy blondes and forgetful seniors do, makes people painfully aware of how society views them so painfully aware, in fact, that sleep withledge of stereotypes can affect how well they do on able and other tasks Begley 2000 66. This in turn emonstrates the truth of how gender stereotyping contributes to this problem and bugger offs its existence. Generalisations of this character can be seen to have a role in advertising campaigns. Either they are the ads that create the gender stereotype or sustain it through pictures and catchy slogans, such as youve come a long way, child. The ad for Victorias Secrets shows a woman, but all you see is her body with a caption of all you see is curves. This models gestures and behaviour are portrayed as feminine, and she only helps to upgrade the idea of women as objects and more so as merely shadows in the dark.Another example of how popular culture material only encourages the stereotypes to exist i s email that defines what are seen to be the differences in male and female vocabulary patterns this is a demonstration of what Cross defines as gender typing. Stemple and Tyler (1974) are able to give a brief synopsis of the historical changes of women in advertisements, ultimately video display how the portrayal of women has not changed very much over time. There is in time the emphasis placed in the ads on what we should be, but not what we are. The ever so prominent theme quiesce jumps out to the reader of how advertising elped to create an irresistible impulse with a womans physical appearance. The infantile fixation became so deeply imbedded in women in a short couplet of time that they began to believe that if they did not work to look like the women in the advertisements beautiful and early daysful they would never get or keep a man Stemple and Tyler 1974 272. The most surprising aspect of this article was the survey conducted on how 30 college women interpreted the se advertisements. Stemple and Tyler found that these women were not affected by the images the ads showed and snarl no real Economic and Political Weekly negativity.These results were questionable, but still useful in showing the different assumptions that can be made on this topic. Not k outrighting the criteria or specifics of these individuals, I speculate that the take in that saw these ads was small, and maybe these women have been exposed to this type of ad so often that they are immune to the message and image from these ads. As mentioned originally in this paper, Kilbourne talks about how ads need to be taken poorly and not disregarded because there is a bear-sizedr picture that results out of the message the advertisements give off the idea of perfection for women.She has shown how womens obsession with body image has been nurtured by the advertising industry, and how historically this has not changed the idea that only skinny and pretty women live on earth. Women hav e to telephone that it is the image that is imperfect, not the body Wrinkler 1994 231. Sullivan and OConnor give you an idea of alternative bias on the topic of advertisements influencing what women think. Results indicate that modern advertisements in some ways reflect more acutely the true diversity of womens social and occupational roles than did those of earlier time periods (1988 181). This is not to say that hanges have not occurred in the area of advertising. We have seen an increase in the appearance of males in magazines, but they are still not being adulterated in the same manner as women are usually portrayed. This is an perfect limitation to a controversial argument that ads create an unrealistic image of what women should look like and in turn causes women to feel a large sense of insecurity about themselves. One reason for the findings could be that this article did take its conclusions from the late 1950s to the early 1980s. On the contrary, the earlier article b y Stemple and Tyler (1974) concluded that not much as changed in the way women are shown in ads. Sullivan and OConnor looked specifically at the connection mingled with social changes and the way in which the media has reflected these changes in advertisements since 1910. These authors are able to fight that ads have gone against what they have been stereotyped to do show women in the home, needing the help of a male, and as decorative pieces. They feel that those responsible for the domain of magazine advertising have begun to recognise the increasing economic and social status of women in America Sullivan and OConnor 1988 188. The reasons for August 10, 2002 hese assumptions could range from their picking of magazines analysed to the nature of sample group they used. Even though they were able to state that changes had occurred on the image and the way women are used, they still felt that there was room for improvement. How many ads realistically depict women in their true for m? The argument would seem to centre on whether advertisements have changed to realistically portray women or that there is no change in their portrayal. But both sides will agree that there can always be more improvement in this area. The true goal of advertisers is to create an image hat will generate profits for the product they are selling. The question dust whether these advertising executives are conscious of the societal problems created by them or whether they have intentionally created them as part of their selling strategy. We will never be told. We do know is that they do profit from advertisements that encourage girls to want something more, something gruelling to attain/achieve in the context of where they are now. Looking through various current magazines, it was apparent that the stereotypes are evident, but maybe not to the extent that we have seen in the past. Could a hange be taking place? Sullivan and OConnor feel that advertisements are changing with time. Wome n should be better represented, and not as Matlin would say, stereotyped characters. Kilbourne disagrees with this so-called change, and feels that much larger problems have been created by advertisements. Her research has shown that womens selfesteem goes down at adolescence due to advertisements that portray a fake reality of women to these susceptible teenage minds Kilbourne 2000. This is not to say that men are left(p) out of this process of stereotyping. They are stereotyped too, but men are usually generalised as being too ld or extremely wealthy Kilbourne 2000. Advertisements for men often do not degrade them by comparing them to objects, or focus on their thighs being too large and hence needing the new cream to create long-run legs in four days or less Advertisements and Their Impact A recent article in a York University student report, Excalibur (January 2002) illustrates the feeling the university student experiences with advertisements and the allure of new products. The caption defiantly uses gender-specific terms to only 3335 emphasis the stress of being a woman these days. If people do not smooth their wrinkles or improve their pigment, they ay not feel like a woman or even a person. This ad seems to carry plenty of sarcastic overtones of hate for this type of environment at York University. It seems that institutions such as a university are a focal point for advertisers to market their new ideas and watch if the trends take off. Another article in the university newspaper contributes to this materialistic critique of the university environment. The title, You are What You Wear, sums up the basic point of how the York students feel that clothes, and in a larger sense looks and appearance, shape the views of others. The elicit point of the article is that t is written from a b wishing womans point of view on the topic of label dressers. The author seems to be more embarrassed that black students follow the trends and sport the labels because , wearing these name brands gives the wearer an elevated status Barnes 20028. Her argument seems to be similar to mine, that if you know yourself, then you may not be caught up in this air trend. But when looking at university students and this fashion environment, I cannot help but question whether this is a problem only for this age group. Advertisements have now changed their target towards multi-audiences with ne ad. Why would we think that this label issue affects only our demographics? Well it does not, and the message sent through ads is that everyone should be a part of this cultural trend of dressing well. Advertisements have the power to make the poor, rich, productive or skinny students feel insecure about their selves. If they did not, then what good would these ads be? The insecurity created by pictures ensures that the consumer will be spending or trying something to fix their appearance. Labels are just another area where advertisers use a name to target the audienc e. A name goes a long way, especially when ttractive individuals wear the advertised clothes. Klein (2000) attacks this problem created by advertisers. A major reason why these advertisements are placed in schools is due to one basic fact. The advertising agencies are aware that students form their opinions in this environment, and take them with them wherever they go. Is it not better to start at this easy, impressionable age and have students edified into believing what the advertisements preach? They want conformity and lack of decision on 3336 the consumers part. That is what I see as so ironic, we are in an institution to learn and form our own views and not try to be haped by others. Oddly enough, in a university or college, there is an effort made in employ other peoples views, and then shaping our own, for example, to learn about Freuds or Eriksons theories on child socialisation and then creating your own point of view. The use of popular cultural material creates a vehicl e that makes it a lot easier to shape a persons point of view. This is split second nature to the advertisers producing this abundance of ads in magazines. The university is seen as an ideal starting point. Klein focuses on the university as a tool/ venue used by brand-name companies to engraft themselves.For example, many universities will turn to the scientific community for funding of new university building and locations, such as the University of Western Ontarios 3M Centre given to research in the sports medicine field. Or they will accept donations placing these company names before the university name on the large sign that greets students before they enter their new learning environment. Klein concludes by saying how, university campus in concomitant with their residences, libraries, green spaces and common standards for open and respectful discourse play a crucial, if now largely symbolic, role they are the one lace left where young people can see a genuine open life b eing lived Klein 2000 105. This seems to be ideal but not evident from our conversation on advertisements and the power they hold to possess individuals to create unrealistic goals for themselves. Universities are filled with logos ideals and images to follow which only create a larger plain of unrealistic pictures of what women should be like. The difference between viewing an image and hearing or imagining is that ones imagination can create an unrealistic image in a persons mind. Itamar Marcus is the Canadian music director of the Palestinian MediaWatch, which is a privately funded organisation that monitors the medias influence on the citizens of that country. Through his presentation on the topic of media and the powerful influences they create, he demonstrates the power pictures and words have. He explains that the media has shaped the lives and views of these people. People believe what they have been told, and moreover what the specially edited books tell them Marcus 2002. In this case, Marcus shows how the school books have been rearranged to acquire the youth a history different from what is taught elsewhere in the world. The Palestinian ids learn that Israel is not a country, and they are told that cities like Jaffa are a part of their land. By viewing these distorted maps or pictures they believe what they are told even more. This shows the power that words carry and the effect that images have on a group of people. Another example is the manner in which the youth of Palestine are taught to hate westerners. With pictures of westerners raping and killing their people, they are made to believe what they are told to be the truth about the western world. Marcus points out how images such as these are so powerful that the youth are socialize to become martyrs or their country because they see it as the in effect(p) way to act. The government is using its power to create images that are not ineluctably true. Verbal or written images will coerce ind ividuals to use their own reference to imagine the truth, but pictures show exactly what they want us to believe. This is a situation illustrating how the way an image when projected with design has power and an undeniable appeal and validity. In North America, the advertisers use their power to create unrealistic images for whatever products they are hired to advertise. These images have the power to create an impression, a desire and a reality that ay not always be true. By creating a possibility, a hope and a dream, women are made to hear and then see pictures of other attractive women achieving these goals through using or having these products. These images have a strong and somewhat subliminal effect on them. It is easy to forget that we need to celebrate the differences among human beings and the uniqueness of each. We are not transformer toys or robots that can change body parts with a snap of the wrist and a new outfit. Advertisers hope that we will buy into these changes. Unfortunately, this misconception is perpetuated by the advertising industry.The more that women and even men realise that it is all right to listen and read the ads as long as you realise it is not a way to judge yourself by their standards that you will survive in the advertising war of pictures and words. It seems hard not to be concerned with your appearance when there is such an emphasis to look good, right or wrong. Essentially, this paper has been looking at various literature and current advertise- Economic and Political Weekly August 10, 2002 ments to speculate what effect advertisements have on womens self-images. There still is another facet of the topic that has roubled me is it not a question of socialisation? Does the way a woman is socialised as a child maturing into adolescence determine the likelihood of her being affected by the medias depiction of women? If a young girl is taught to be confident and happy with her own self, would she still be influenced by adverti sements? Why should the advertisements have the final say on beauty? The dewy-eyed answer is that we let them. Can girls be properly taught that these pictures and images are not always truthful and that they should not use them as a reflect? Could self-confidence be the proper tool for teenaged girls to overcome he messages from the advertisements? As Marshall McLuhan said, the medium is the message. We need to give lessons girls how to deal with the message. The message will continue to be strong and distorted. Instead of fighting the images, we should teach girls that these ideals are unattainable and that they should not literally kill themselves to try to look like something that is impossible to achieve. Possibly these young women have been socialised into a pattern of insecurity or worthlessness even before they view advertisements. When they see these images on paper, the images reinforce what they already assumed about their role and omens roles in society. It has been s tated, however, that since the early 1900s advertisements have depicted women in an insulting and often degrading manner. Hypothetically if the women who grew up during these periods are now mothers, then most likely they taught these norms to their daughters as well. Then the next contemporaries is influenced by these advertising stereotypes, and in turn transfer these ideals to its youth. It believes in what was shown because it was not taught any better. Socialisation is a lifelong process, but it does not cover that a person can change or has the tools to change.With presentday slogans of girl power from the Spice Girls, it seems hard to take them seriously when the same girls preaching girl power are wearing close to nothing on portray and over-made up with exaggerated cosmetics and costumes. Stemple and Tyler touch on how the womens liberation dejection has been devalued. The authors showed, however, that ads are a blatant co-opting of the womens movement the offensive bab y in youve come along way, baby clearly indicates we have not Stemple and Economic and Political Weekly Tyler 1974 273. It has been shown that advertisements create a vicious beat that emands an audience to become engulfed with an idea in order to create a profit for their clients. These advertisements and social ideas, rather than education that teaches you to be objective and critical, have been engraved in ones culture and in the head teacher of the general population. It seems to be illogical and naive on the part of any women who feel they need to starve themselves or throw up their food in order to look good. It is obvious to see how these girls feel that this is what they are supposed to do to deal with societal pressures of looking a specific way. It is difficult to accept, but women have been ingrained with hese pseudo-images. In turn, women and girls buy into this fantasy in the hope of fulfilling their desires and dreams. -29 Notes 1 Margaret Matlin outlines what she vi ews as stereotyped representations. She states, Hundreds of studies have been conducted in the representation of women in the media. From these resources we can draw the following conclusions. She continues on to outline seven stereotypes that target women these are 1) Women are relatively unseeable 2) Women are relatively inaudible 3) Although most women are employed they are seldom shown working outside the home 4) Women are shown oing housework 5) Women and men are represented differently 6) Womens bodies are used differently from mens bodies in advertisements 7) Women of colour when they are shown at all are often represented in a particularly nonreversible way Matlin 1987 43-44. Her conclusions are helpful in deciphering the reality of how women are affected by advertisements. It was very useful to have these stereotyped representations to add a sense of soundness to the conclusions made on the advertisements and the societal situation that has been created. 2 Kang, Mee-Eun , The Portrayal of Womens Images in Magazine Advertisements GoffmansGender Analysis Revisited Sex Roles A Journal of Research 37 11/12 (1997) 979-996. pp 984985 The following theoretical definitions in Goffmans Gender Advertisements are utilised in this study (1) Relative size One way in which social weight (eg, power, authority, rank, office, and renown) is echoed expressively in social situations is through relative size, especially height. The males usual superiority of status over the female will be expressible in his greater girth and height. It is assumed that differences in size will correlate with differences in social weight. (2) Feminine touch Women, more than men, re pictured using their fingers and hands to trace outlines of an object or to cradle it or to caress its surface or to effect a just barely touching. This ritualistic touching is to August 10, 2002 distinguish from the utilitarian kind that grasps, manipulates, or holds. (3) Function ranking When a man and a wo man collaborate face to face in an undertaking, the man is likely to perform the executive role. This hierarchy of functions is pictured either within an occupational frame or outside of occupational specialisations. (4) Ritualisation of hyponymy A classic stereotype of deference is that of lowering oneself hysically in some form or other of prostration. Correspondingly, holding the body erect and the head high is stereotypically a mark of unashamedness, superiority, and disdain. The configurations of canting postures can be read as an acceptance of subordination, an expression of ingratiation, submisssiveness, and appeasement. (5) Licensed withdrawal Women more than men are pictured engaged in involvements which remove them psychologically from the social situation at large, leaving them unoriented in it and to it, and dependent on the protectiveness of others who are present. Turning ones gaze away rom anothers can be seen as having the consequence of withdrawing from the curren t compact of communication (p 62). The individual can also withdraw his/her gaze from the place setting at large, and be psychologically away from the scene. References Barnes, Alicia (2002) You are What You Wear Excalibur, February 1. Begley, Sharon (2000) The Stereotype Trap from white men cant jump to girls cant do math, negative images that are pervasive in the culture can make us choke during test of ability, Newsweek, November 6, p 66, downloaded from Gale Group Database, January 30, 2002. Cross, Mary (1996) Advertising and CultureTheoretical Perspectives, Praeger Publishers, Westport, CT. Kang, Mee-Eun (1997) The Portrayal of Womens Images in Magazine Advertisements Goffmans Gender Analysis Revisited, Sex Roles A Journal of Research 37, 11/12, 979-96. Kilbourne, Jean (1995) Slim Hopes Advertising and infantile fixation with Thinness, videotape, Cambridge infotainment Films. (1999) Cant Buy My Love, Touchstone, New York Simon and Schuster. (2000) Killing Us Softly 3 Adve rtisings Image of Women, Videotape, Cambridge Documentary Films. Klein, Naomi (2000) No Logo, Random House, Toronto. Matlin, Margaret W (1987) The Psychology ofWomen, Orlando, Florida Harcourt Brace and Company, pp 41-45,461-70. Marcus, Itamar (2002) The Encouragement of felo-de-se Bombers and Terrorists in the Official Palestinian Authority Newspapers (a speech) January 22. Stemple, Diane and Jane E Tyler (1988) Sexism in Advertising, The American Journal of Psychoanalysis, 34. 1, pp 271-73. Sullivan, Gary L and P J OConnor (1988) Womens Role Portrayals in Magazine Advertising 1958-1983, Sex Roles Journal of Research, 18. 3/4, pp 181-88. Winkler, Mary G (1994) The Model Body, The Good Body ascesis in Contemporary Culture, Yale University, Connecticut. 3337