seeing&writing3

Surefire Assignment: Gender Ad Analysis

In this assignment I ask students to find at least three images of female or male body shapes from current advertising media and to attach a copy of each image to their papers. They then analyze the images they find, considering the following factors, and draw conclusions from their observations:
  • the size of the body in the frame ( For example, do women take up as much space as men?)
  • the part of the body that is dominant (Do images of women foreground their “feminineâ€? attributes or their physical prowess? Do images of men connote strength or sensitivity?)
  • the context in which the body is pictured (Is the figure shown interacting with others, or in solitary achievement of an ideal?)
  • the lack of or the type of clothing the figure wears (Does the subject’s apparel foreground sexual characteristics? Does the clothing imply an intimate or professional setting?)
  • the product being advertised (Does either a male or female subject necessarily seem more appropriate in the given context?)

Comment from Dan, the IRM author

This is an ideal assignment for the Retrospect in this chapter. I’ve done something like this before, and my students wrote engaging, clever papers since they were already pretty media-savvy. One additional direction may be to ask students to write about how these ads succeed or fail; this might prevent your receiving papers with an identical message: these advertisements are bad (which is what I got, again and again). Students think this is what teachers want to hear, so it becomes a common theme, but students don’t always believe it—and, besides, more nuanced work can be done by exploring how we like commercials and advertisements even though we know they don’t represent reality. The questions posed here would also be good for students to consider if teachers utilize Rebecca Burns’s sure-fire class at the beginning of this chapter.