Posted on behalf of Danielle Pouliot:
After reading Chapter 11, what stuck out with me the most was Goffmans’s theory of framing. His theory came about in the 60’s and 70’s. The framing theory is the idea of how people make sense of their everyday life through their expectations. Goffman theorizes different social cues we pick up on and how our expectations shift without us realizing as we move from different environments and social scenes. He particularly focuses on the representations of women in advertising and the sex appeal they have. We all know that sex sells but the question was asked, “could these representations of women be teaching or reinforcing social cues that have problematic consequences?”(Baran and Davis p 318) The emphasis advertising has put on women to be sexy doesn’t just affect the selling of a product but also sends a message to women on how they should look. Women are used in ads to attract the attention of men by placing women in sexy clothes, and playful positions. Most advertising will only feature good looking women with slender bodies. Goffman uses the term hyperritualization, which is a representation of our social actions. We start to learn social cues from these ads whether we realize it or not. The message sent out by advertisers is if you consume the product being advertised you will then get the girl. “Once learned, these cues could be used in daily life to make sense of members of the same or opposite sex and to impose frames on them, their actions, and the situations in which we encounter them.”(318)
Knowing that sex sells and women’s bodies are constantly being exploited to sell a product or send a message, do you think that men are being used in the same way? Are men developing these same insecurities as women are from these sexy ads? Is there a fair balance between the two?
In 2005, "Spicy BBQ Six Dollar Burger" in a T.V. advertisement has Paris Hilton crawling all over a Bentley taking a bite out of a burger with her signature phrase “that’s hot”
When did it become necessary to promote a burger by using sex? Have ad campaigns crossed the line and gone too far?
There is so much pressure on women today to be beautiful and thin. The Dove Campaign “real beauty” tries to boost girls’ self-esteem and promote true beauty.
From this video it’s clear that these sex ads and social cues being embedded into our brain do in fact have problematic consequences in our society. Is this something our society should look further into and possibly place a ban or a limit on how much we exploit women and sex in advertisements? When are we going to start sending the right message?