• Home
  • Videos
  • Pics
  • Blog
  • Modules
  • About Us
  @TheSocyCinema

@thesocycinema / videos

Doing Gender in a Brawny Commercial

12/24/2011

0 Comments

 
Picture
_Tags: gender, marketing/brands, commercial, gender socialization, heteronormativity, media literacy, representation, subtitles/CC, 00 to 05 mins
Year: 2010
Length: 0:30
Access: YouTube

Summary: This 30-second commercial is an excellent illustration of West and Zimmerman's (1987) "doing gender" and how media reproduces traditional gender roles in contemporary society. The advertisement features a montage of different women cleaning up various messes around the house, helping their children in the kitchen, and doing the grocery shopping. The very masculine man on the paper towel package sings "lean on me," showing that society ascribes these qualities to a man, while the woman is supposed to depend on men and “lean” on them for support (this also reflects a heteronormative relationship, in which a couple is depicted as a heterosexual male and female). The commercial concludes with the woman buying the paper towel with the “strong” man on the package. Viewers can reflect on how such commercials promote traditional gender socialization within pop culture, how it promotes gender inequality, and how this particular depiction of masculinity and femininity might reflect unequal power within a relationship. Using commercials in this manner offers several benefits, including a quick assessment of student understanding of key concepts (see here and here for other examples of gender in commercials).

Submitted By: Deborah Kim and Michon Tart

0 Comments



Leave a Reply.

    Tags

    All
    00 To 05 Mins
    06 To 10 Mins
    11 To 20 Mins
    21 To 60 Mins
    61+ Mins
    Abortion/Reproduction
    Aging/Life Course
    Art/Music
    Biology
    Bodies
    Capitalism
    Children/Youth
    Class
    Commodification
    Community
    Consumption/Consumerism
    Corporations
    Crime/Law/Deviance
    Culture
    Demography/Population
    Disability
    Discourse/Language
    Du Bois
    Durkheim
    Economic Sociology
    Education
    Emotion/Desire
    Environment
    Food/Agriculture
    Foucault
    Gender
    Globalization
    Goffman
    Government/The State
    Health/Medicine
    Historical Sociology
    Immigration/Citizenship
    Inequality
    Intersectionality
    Knowledge
    Lgbtq
    Marketing/Brands
    Marriage/Family
    Marx/Marxism
    Media
    Methodology/Statistics
    Multiculturalism
    Nationalism
    Organizations/Occupations/Work
    Political Economy
    Politics/Election/Voting
    Prejudice/Discrimination
    Psychology/Social Psychology
    Race/Ethnicity
    Religion
    Rural/Urban
    Science/Technology
    Sex/Sexuality
    Social Construction
    Social Mvmts/Social Change/Resistance
    Sports
    Subtitles/CC
    Theory
    Violence
    War/Military
    Weber

    RSS Feed

    Tweets by @TheSocyCinema

    .

    Got any videos?

    Are you finding useful videos for your classes? Do you have good videos you use in your own classes? Please consider submitting your videos here and helping us build our database!

     

    Creative Commons License
​About Us      |      Facebook      |      Twitter      |      Pinterest      |      Tumblr
Creative Commons
  • Home
  • Videos
  • Pics
  • Blog
  • Modules
  • About Us