Glamour and Docile Bodies
Advertising is a way of mainpulating society to conform to the norms. This means that the media defines what is “normal”. Michel Foucaults identifies the language of advertising as docile bodies. They are bodies that are socially trained, regualted by society, and mangaged by cultural norms. “Advertising speaks to the consumers about their identities, and appears to offer solutions to percieved problems of self-image”. Advertising attempts to find a way for people who feel bad about themselves to develop more confidence. Sometimes, it has reverse effect and actually makes people who have confidence feel worse about themselves because they do no meet certain standards. Advertisments define our society and set standards. For us, advertising is characterized by glamour, flawless bodies, thin women, muscular men, and sex. Our favorite celebrities and role models are often used to endorse our favorite products. Celebrities fit our sterotype of what is glamorous and if one deviates from the norm they are considered weird, ugly, or scary.
The first advertisment is for Calvin Klein. The boy and girl are positioned very sexually and both fit the “typical” body type and style. The ad depicts the potential of Calvin Klein clothing—this is what will happen to you if you were this (or don’t wear it). It is a sexual advertisment and sex seems to be what our society craves.
The second advertisment uses the famous New England Patriots quarterback Tom Brady to endorse their cologne. Companies often use role models to make their product more popular. These are people we want to be like, even without them wearing certain clothing, using a particular deoderent, or smelling like a specific cologne. Young boys and men alike desire Tom Brady’s fame and the advertisment makes them feel like they can achieve what he has if they wear that scent.
The third and final advertisement shows what happens when one deviates from the accepted norm. This show stars a woman who is looked at as not being pretty becuase she has glasses, a weird hair cut, a little fat on her body, and her style is not “in fashion”. The show even has the term “ugly” in the title. It is the adjective that defines the girl. “Ugly Betty” is the name of the show and I remember being shocked when the show came out that the network would allow that to air. People will watch it, however, to see what they should not be.
