For clarification, the ad reads:
"Blow in her face and she'll follow you anywhere. Hit her with tangy Tipalet Cherry. Or rich, grapey Tipalet Burgundy. Or luscious Tipalet blueberry. It's wild! Tipalet. It's new. Different. Delicious in taste and in aroma. A puff in her direction and she'll follow you anywhere. Oh yes...you get smoking satisfaction without inhaling smoke. Smokers of America, do yourself a flavor. Make your next cigarette a Tipalet."
"Blow in her face and she'll follow you anywhere. Hit her with tangy Tipalet Cherry. Or rich, grapey Tipalet Burgundy. Or luscious Tipalet blueberry. It's wild! Tipalet. It's new. Different. Delicious in taste and in aroma. A puff in her direction and she'll follow you anywhere. Oh yes...you get smoking satisfaction without inhaling smoke. Smokers of America, do yourself a flavor. Make your next cigarette a Tipalet."
Smokey Views through a Feminist's Eye
Hello there! My name is Sarah O'Conner, co-editor of Ms., a feminist magazine that promotes women's fight for equality. Recently, I have come across an apalling article that illustrates sexism at its finest (see above). This degrading advertisement suggests that women are easily enticed by the male sex and that they quickly fall susceptible to men’s subtle temptations. The advertisement’s picture portrays an attractive woman, mouth agape, gazing mesmerized into a man’s eyes as he confidently puffs smoke into her face, indicating that the “Tipalet” smoke has snatched the woman’s vulnerability and placed her solely in the man’s control. By marketing Tipalet as a woman’s seducer, men become drawn to the advertisement, particularly because of the societal belief that, in that time period, women were placed on earth to satisfy men and take on the role of a 'homemaker.' Demeaning phrases such as, “Hit her with tangy Tipalet cherry” appeal to men because they imply control (“Hit her” is a very powerful phrase inflicting degradation on the female sex). However, since the advertisement conveys such an attractive woman lured by a man and his smoke, women are also subconsciously drawn to the ad, and they reason that if a beautiful woman becomes susceptible to a man’s power, then it is socially acceptable if they do as well. The advertisement, unfortunately, constructs a version of reality because of the common ‘principle’ that women’s role in society is to “follow” men and live in their shadows (“follow” coming from a direct phrase in the advertisement, “Blow in her face and she’ll follow you anywhere”). Sexism is evidently shown throughout this advertisement’s shameful depiction of Tipalet smoke acting as man’s key to luring women; a disgraceful and shocking bias that remains ubiquitous in society. Please don't become influenced by such horrific advertisements!
I really liked your feminist point of view on this ad, Athena. I liked that you not only addressed the obvious conclusions men would come to as far as somehow controlling women, but how this ad would affect women's views, possibly influencing them to, as u said, feel like the man is in control as not only socially acceptable but expected of society. I also found you interpretation of "hit her with tangy Tipalet cherry" interesting because I think I would have overlooked the implications of the word choice. My only critique is that I believe Critical Feminist Theory would have to do with a feminist perspective on the ad instead of being shown in the ad. Overall a very insightful interpretation of the advertisement.
ReplyDelete-Michael
I loved how you focused on the feminist point of view, but you also used discourse in order to show a deeper meaning that could be found from the advertisement. You really opened my eyes with the subtle hints of male dominece that you found through word choice and the view of the picture. In order to make this piece stronger, I would either choose between the Critical Discourse Theory or the Critical Feminist Theory, because even though the evidence for both was outstanding and very 'outside the box', it would make the piece stronger and more coherant if you picked one and looked closer through that lens.
ReplyDelete