Have we really changed?

How far have women come since World War II? Lana Rakow mentions that post World War II, there was a term called the 'feminine mystique' which was "the fulfillment of femininity through women's roles as housewives as women's highest value and only commitment"(187). The 'feminine mystique' is definitely still in full swing but has it changed at all? On the left is an image of a housewife during the 1950s. She is cooking for her husband and on the bottom it says "Life can be wonderful". On the right is a recent image of a current housewife. She is a working mom who does just about anything. She has kids (and is holding one), has a briefcase (so she works) and she is carrying groceries (still does the cooking, cleaning, etc. around the house). I believe it has changed. The world (society) keeps changing, upgrading so we try to keep up and change as well.

Rakow also mentions (in cultural theory approach) that "men and women live in two different spheres and have two different cultural experiences"(195). Do you agree? I think that in the 1950s it was true. Like in the image (left) above it is clear who is in control and that men and women had separate duties and separate tasks. But now, like in image on right, women and men are not separate anymore. Sure there are "traditional" families like in the 1950s but now moms work, dads stay at home, both work, etc. What is traditional anymore?

Images and Representations Approach

This image by Skyy Vodka is what Lana Rakow describes as 'feminine mystique'. It is taken by the man's point-of-view. When you first look at the ad, your eyes go straight to the woman which is what the advertisers want the viewers to do. The woman is there to be an object (or trophy) and gets the viewers to think that if you drink/buy this, you will get these kind of women. The woman in the image is almost naked (wearing a very skimpy bikini) and even though you can't really see her whole body, you can tell that she has all the sexy characteristics and is every man's fantasy with the big breasts, skinny waist, etc.

This also goes with what Rakow is saying about images that men are the ones in power. In the image, the man is straddling her in a position that makes him look like the one in charge (in control). The man is also fully dressed (in a business suit) that shows even more power while the woman is just in a bikini.

Overall, this ad suggests that if you buy their product (Skyy Vodka) you will be seen as attractive by these kind of women. Also, since it is an alcohol ad, it suggests that you can get very sexy woman drunk and take them home with you. In the image, the man is holding two glasses that suggests that they will be drinking the bottle of Skyy together. This image also suggests that woman should look like this. That if they want successful, wealthy businessmen, they have to have huge breasts, skinny waist, sexy blonde hair, etc. and then the men will find you. This ad suggests that the men are the ones in power while the women are just trophies on their shelves.

The Images and Representations Approach

The images and representation approach to the feminist theory discussed by Rakow concentrates on the characteristics of women's images in popular culture. Rakow discusses the devotion of feminists study to images of women considering the change throughout the years of the image of women in media. Freidan discusses the image of women post -World War II and how different it had become. The media then more objectified women as a typical house wife. Rakow states that the work in this area has sought answers to several related questions:

1. What kind of images are present and what do those images reveal about women's position in the culture?

2. Whose images are they and whom do they serve?

3. What are the consequences of those images?

4. How do such images have meaning?

I chose to examine an advertisement I see on TV almost every time I am watching; the Dolce and Gabanna Light Blue ad. As seen in the video, the advertisement shows a barely clothed women and man. Approaching this image for the four general questions, the image of the barely clothed women reveals an objectified view of women and that it is typically a males image of a women and serves to appeal to an audience of men. The consequence of this image, in my opinion, is forming girls to believe that if they look similar to the girl in the ad, having a good physique, blonde hair, pretty face, etc., they will achieve an ideal man, such as the one in the advertisement. This image had the meaning of putting this impression of girls that view this advertisement, and may not be healthy for their body image, portraying this as an ideal woman.

This approach may allow one to evaluate this ad from a more critical standpoint. From this images and representation approach, the ad seems to be somewhat objectifying the woman. Viewing this advertisement from the point of view of the uneducated consumer, this advertisement just seems to e one with two attractive people making seem that if your wear this fragrance, you will look like this and get girls that look like this.