Hungy? The United States Sure is.
Susan Bordo works at the University of Kentucky as the Otis A. Singletary Chair of Humanities. She also is a philosopher who deals with many traditional aspects of philosophy such as Rene Descartes and Sigmund Freud. However, what sets Bordo apart from most other philosophers is her training of the study of "popular culture and representations of the body. She is a philosopher, that is, who writes not only about Plato but also about Madonna and O.J." (Bordo 138). Much of Bordo's work as a teacher deals with the representation of the female body in marketing and advertising. She feels that most adds in the past and present set up gender identities and play off of the norms of society in "... the representation of the female body in relation to what is offered as "true" or "real", "natural" or "normal" (Bordo 138-39). Bordo is very interested in the ways that society looks into the ads we see every day and what assumptions are made about gender identity, or "...the differe!nces attributed to men and women in the stories we tell ourselves and the ways we picture out attitudes toward food, eating, cooking, body size, and shape" (Bordo 139). In Bordo's essay Hunger as Ideology, she challenges her students to "bring in exa
Susan Bordo feels very strongly that advertisements have a large impact on today's society, and that point is not disputed. However, Bordo takes many ads out of context and reads into ads much more than they are ever meant to be by the public. Advertising plays off of the norms society sets up. One can not argue with the fact that they would much rather be good looking, slim and successful rather than fat and lazy. So with this mentality, this is what most companies place in their ads: beautiful, successful people. Bordo feels advertising works in the opposite fashion, by placing certain people in their ads, it makes the public feel the need to look and act like they do. Sometimes pictures of beautiful women advertising food with sexually suggestive writing is just good advertising. Our culture does not want to see a picture of an obese woman eating a microwave-able lasagna. An ad such as that simply does not want to make the viewer go out and purchase that company's p! After searching through numerous magazines, one ad finally jumped out. [see Figure 1]. However, it did not involve food in any way except that the Kraft food company logo is on the ad because it is a subsidiary of Philip Morris. It was the only ad that I could find that clearly broke any gender dualities. How many times has anyone flipped through a magazine or watched television and saw a representation of a woman "grease monkey?"; very few, if any at all. This is due to the fact that almost at all times "metaphorical dualities [are] at work here, whatever their class meanings, presuppose an idealized (and rarely actualized) gendered divisio
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Approximate Word count = 1099
Approximate Pages = 4 (250 words per page double spaced)
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