Week 14 - Gender and Advertising

8/7/2019 Week 14 - Gender and Advertising

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G205 Week 14 ² Maitrayee Chaudhuri



What is the product?



What is the product?



Write your name on a piece of paper. Write as much as you

can about this in the next ten minutes WITHOUT looking at

notes/article.

1. Who is the Ńew Indian?µ

2. Explain how branding is related to the Ńew Indian.µ

3. What is ´the rhetoric of globalization?µ

4. How is the Ńew Indianµ gendered?

Pass your answers to me.







http://www.yout

ube.com/watch?

v=zIbzSlB jmGs

http://www.youtube.com/watch?

v=1bpOtnAgze0

&feature=related

http://www.yout

ube.com/watch?

v=dySPdBxNkNs



Universal

Ńational Cultureµ

Displacement shifts to ́ nottaking sidesµ or únbelongingµin new internationalism(377)=legitimate publicdiscourse

o Not displacement ordispossession.

Global and cosmopolitan

Household as site of consumption (like Peiss/Rooks?)376

Ethnic, not Desi

Non Gender Specific

New Woman

New Man

Heterosexual

Upwardly mobile

Powerful

Successful (meritocracy)

Representation of equal

access to resources



Global economy create ideological shift in India

Norms are branded (375-6)

The New Indian within a National Cultureo Progressive, consumerism, cosmopolitan (not

dispossessed/displacement),

All MEN are included in the idea of the masses but read throughthe representation of women

liberalization / liberalism

Branding of the Self

Middle Class status (castes)

Ethnic not Desi (378)

Consumer citizenship? (376)

Gendering magazines/products/consumers





http://www.youtube.com/watch?v=6ifFFUe-VxM



Choice«.you can make the choice to distance yourself from

being a ńative slob.µ (379)

Sensual (379) and Sensitive (382)

Upwardly mobile (power and success) REALness (381)



New

Álone timeµ

Meditation

Healing by self reflection

Purchase power ´Shingarµ

Modern

Middle class

Traditional Male oriented

Family centered

Old

Traditional

Male oriented

Family centered

Impoverished



Shushmita Sen, 1st Indian Miss Universe

She ´tells him what she likes.µ

Space for the self & meditation forhealing.µ(382).

Essentialist - ´The essence of a woman ismotherhood and teaches a man to loveand care.µ (383)

http://www.youtube.com/watch?v=VNY57jPitWk

http://www.youtube.com/watch?v=7PDqsS6VCek (Miss Universe)



1. Who is the Ńew Indian?µ

2. Explain how branding is related to the ́ New Indian.µ

3. What is ́ the rhetoric of globalization?µ

4. How is the Ńew Indianµ gendered?

5. How has subjectivity changed in India since the late 1990s, according to

Chaudhuri?6. How has your understanding of ćonsumer citizenshipµ changed over the

course of the semester? What in particular does Chaudhuri contribute to the

conversation on consumerism that Peiss, for example, did not?

7. How does Chaudhuri·s article intersect with Kathy Peiss·s article about

American modernity and womanhood?

8.Lutz and Collins discussed the 1

st

versus 3

rd

World representations. How doesthis article take on the idea of the 3rd world?

9. To what extent have issues such as multiculturalism been turned into brand

names for the sake of commercial profit? Examples?

10. If branding creates a one-way glossy irrefutable message, doesn·t this

contradict the basic tenet of multiculturalism?



Compare and contrast corporate personhood in the film The Corporation/ Bose and Lyons Critical CorporationStudies / Klein·s No Logo with Chaudhuri·s ´Gender and Advertisements: The Rhetoric of Globalisation.µ

How is personhood understood in the film/Bose/Klein versus in the Chauduri article?

How specifically does normative gender figure into these constructions of subjectivity?

You do not have to write about the film AND Bose AND Klein, however, you must use at least one of the sources on

corporate personhood to address the blog.

Resources you may use (min. of 2 required):

-The Corporation

-Bose and Lyons ² ´Toward a Critical Corporate Studies,µ by Purnima Bose and Laura E. Lyons in (ed.) PurnimaBose and Laura E. Lyons, Cultural Critique and the Global Corporation. Bloomington: Indiana University Press,2010.

-Klein, Naomi. No Logo, London: HarperCollins

- Chaudhuri, Maitrayee, ´Gender and Advertisements: The Rhetoric of Globalisation,µ by Maitrayee, W omen·s

Studies International Forum, Vol. 24, No. ¾ p 373-385, 2001.

Blog Due April 22, 2011 at 5 p.m. in oncourse/assignments/blog 5/6 and two comments URL due inoncourse/assignments/blog 5/6 by Sunday April 24, 2011 at noon. (Must be 900 words, use at least two criticalterms, and must cite at least two readings from the course).



Peiss, Corporate Personhood, and Normative Subjectivity



Definitions of multiculturalism/ culturalpluralism

A term describing a state of affairs:o the coexistence of many cultures in a locality,

without any one culture dominating the region. A term describing a policy:

o To encourage all nationals to integrate into their society andtake an active part in its social, cultural, economic andpolitical affairs

o To encourage racial and ethnic harmony and cross-culturalunderstanding, and discourage ghettoization, hatred,discrimination and violence.

Cultural pluralism, when small groups within a larger societymaintain their unique cultural identities



Relating to several cultural groups

Co-existing

Inclusive - allows the equivalence of thoseseveral

Respect for, and acceptance of, differences

Breaks the binary pattern of superior/inferior - invader/indigenous - imperial/provincial



Norms

All women are included in the idea of the masses (Questionthe category of woman)

Structure/infrastructure/structuralism

Identity via ´way of lifeµ (consumerism)

Respectability /femininity/uplift

Masculinity and productivity

Gendering spaces

´Way of lifeµ=representation of class standing (respectability), associated with femininity andfrivolity=Consumer citizenship



Corporations are distinct legal entities which exist separate

from shareholders as shareholders have limited liability.

Corporations can engage in civil litigation.

Corporations can own property (called íslandingµ intransnational real estate interactions, Bose and Lyons).

Corporations are immortal.

Is this an ultimate way to escape gender?How have we understood personhood (subjectivity) thus far?



o Binary opposition

o Body as visible proof of difference (inherent/innate/essential)

o Sexed as male/female

o Sexed body experienced through adherence to gender norms.

o Gender is experientially different for males and females via their variousembodiment of and associations with masculinity and femininity.

o Sex, Gender are assumed to be dimorphic and mutually exclusive,invariant, fixed, and constant across time and space.

o Heterosexuality or a sexual attraction to the ópposite sex,µ is a conditionof this norm. Normative gender has been theorized as depending uponćompulsory heterosexualityµ (Adrienne Riche).

o Normative is problematic: does not account for the fluidity of genderedexperiences, such as corporate personhood or consumer citizenship. Nordoes it account for change over time or across space/place.



United States



Means: social ads / Public Service Ads (PSAs)

AD COUNCIL MISSION

Our mission is to identify a select number

of significant public issues and stimulate actions

on those issues through communications programs

that make a measurable difference in our societies.



Racial Cooperation

http://www.adcouncil.org/issues/antidiscrimination/

µI am an American¶ post 9/11 campaignE Pluribus Unum, or Out of Many, One.

From the nation's original creed rises a message that

has never been more appropriate than now« thatdiversity unites America, and that in the wake of this

national tragedy, now is the time to embrace and

celebrate that diversity instead of letting it divide us.



http://www.cre.gov.uk/

The unique faces of Britain poster campaign celebrates

and encourages recognition of ethnic diversity in this

country. It acknowledges modern Britain for what it is - a

fascinating multicultural, multi-racial, multi-faith nation



³The Family of Man

has been created in a

passionate spirit of

devoted love and faithin man.

It was conceived as a

mirror of the essential

oneness of mankind

throughout the world.´

Edward Steichen, curator,

1955.

503 photographs

68 countries

2 million submissions







I am an American

By showing people of many ages, races, and religions

saying the simple yet powerful line "I am an American,"the advertising communicates the idea that our differences

equal the very foundation and spirit of this nation.

http://www.adcouncil.org/campaigns/I_am_an_American/



We all came over in different ships, but we¶re in the same boat now.

Our origins, skin colors or religions may be different

But our hearts are all in the same place.

Please show tolerance for your fellow Americans



AMERICANS STAND UNITED

Will hate bring it all back?Will it

bring back the innocence?T

hesense of security? «Will hate

make us better than those who

hate us?«

Hate is our enemy, and whenwe start to hate other Americans

we have lost everything. Hate has

taken enough from us already.

Don¶t let it take you.





The Freedom Center's mission is to inspire people to speak

up in the face of injustice and for the spirit of freedom.

http://www.freedomcenter.org/











Benetton advertising

campaigns



V ogue India (above), Cosmopolitan





Cosmopolitan, American Edition,

March 2007.

Cosmopolitan, British Edition,

August 2000.

the COSMOPOLITAN effect





Cosmo South Africa, May 2008 Cosmo South Africa, December 2007

the COSMOPOLITAN effect

Documents

Week 14 - Gender and Advertising