Susan Bordo Women

The Women's Role in Advertisements

Nowadays our world and people are being eaten by advertisements and commercials almost as much as five, ten, and even twenty years ago. But of course now modern people have changed their opinions and thoughts almost on everything, advertisement included. And they have changed also. In "Hunger as Ideology", Susan Bordo talks about her view on commercials and gives us the gender-dualities, which she thinks are traditional for ads. In her essay Bordo examined the historical stereotype of women; the portrayals that have arrested them, turning their psychological makeup into something destructive to their health, and yet, supported by society. It seems that to be thin is a goal for most women and as Bordo points
Pop-tarts Pastry Swirls by Kellogg's. What is it? Strawberry, new look? Since when did people start to care how their food looks? It' is going to end up in the toilet, I am sorry for being that open. I think this advertisement I s a counterexample of the usual ads that Bordo describes in her essay. Look at the woman! She's definitely not a model. Honestly, when I took a look at this ad, I got scared. My goodness: horribly wrinkly old lady with blue hair! Well of course there are a lot of older people out in our world, but I guess we are not so used to see them as advertisers. Let's get back to the describing. This is a progress. A couple years ago our magazines or TV's didn't even have people of older age advertising anything. There always were gorgeous models, long lags, pretty faces, muscled bodies, etc. Now we can see anything. I think we all know that women are very carrying people. They care a lot about their children, husbands, friends, and themselves at the last moment. Susan Bordo describes women as those, "who are almost never shown being fed by others." (162). But in this ad, I can tell that lady thinks about herself a lot, she's even getting her hair-cut without a hurry to go home and feed the "others." She's enjoys listening to her hair-stylist talking about the ways she would look better, smiling and most likely thinking about pop-tarts, for which she even can get money-back. Older classic lady has bright blue hair,
This guy, in my opinion, is the most unhandsome and unattractive type of man that people could find for advertising. He has, I

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believe, older style of clothing, haircut and sunglasses. His fingers have four rings on, which makes him to look more of a pimp, and plus nowadays gentlemen don't wear that many rings at all. Few sizes bigger watch on his hand, which probably soon would fall off and dollar sign, sticking out of his shirt. But in the way his hands are targeted onto the blue-head lady, I'd say she the main object here, which doesn't make me wanting those pop-tarts at all.

In the very middle in larger letters we see some writing. And what does it say? "Few things come with a money-back guarantee." "Few"? What is that supposed to mean? As I know, now in USA almost everything comes with money-back guarantee. So the commercial tells us that we can have our money back if we will not like the Pastry Swirls. Is this really the only way it can make us buy these pop-tarts? Money-back? Long time ago we didn't even have something like "money-back, "so advertisements were catching our eyes with perfect bodies