Discussion of Bordo's essay "hunger as ideology."

Essay by OksankaCollege, UndergraduateA-, December 2003

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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 out, it is the result of advertisements and a public image of women maintaining a number of roles, including that of server and of the sexually repressed. She says that the real woman, as advertisements show, is the one who doesn't eat much, who is slim, beautiful and cares about her family and relatives more than about herself.

I, for one, mostly agree with Bordo. She makes clear some trends, ideals, and underlying principles that are commonly overlooked, especially by men, I would think she'd say. I presume that she would want Madison Avenue advertising firms to market items on terms other than sex appeal, the ability of a product to make a person seem more interesting, etc. It wasn't until I read the part about how men are supposed to have insatiable appetites that I agreed with her. I am constantly finding myself hungry, and always able to eat. But just as the ideal women should have a "cool" relationship with food, I think I have that exact relationship.

Trushyk 2

Well, let's discuss one of the commercials.