Exploring Codes of Gender in Advertisements

Source

We explored the documentary, The Codes of Gender. Now you will apply what you learned from the documentary to some advertisements.

Find three advertisements that include men and/or women in them. They can be traditional print advertisements that we would find in magazines. They could also be video advertisements. You can also have a mix of different types.

• In Google Docs or Google Slides (or Word or Powerpoint), include the three advertisements you found (or a link to them - always test your links to make sure they work). Also include links to cite your sources.
• Then determine how many codes are in the advertisements (see below for a review of the codes). Identify each code and briefly explain how the code is used. (NOTE: There are several examples given for each code. Keep in mind not all the examples have to be present to be the code). 
• Write a concise conclusion and identify/discuss which codes were used the most and what characteristics of "real men" and "real women" are being displayed. Consider also how this type of advertisement can "trap" us, as the viewer and consumer, in these cultural codes or characteristics.  
• CLICK HERE to see an example of one advertisement which you can use as a guide. This example does NOT include the conclusion that you will do after exploring your three advertisements. 
• Don't forget to share your assignment in Google to: allancarterspace@gmail.com or Microsoft to: allan.carter@nbed.nb.ca
• If you need any help or have any questions, ask the teacher or discuss it with another student. 

Review of Codes:

• The Feminine Touch - (female hands shown as weak, cradling positions - women touching or holding themselves, tracing, caressing; male hands as powerful and assertive) 
• The Ritualization of Subordination - Women are lying down, submissive, sexual availability, head cant, bashful knee bend - to be looked at. Men are shown with face down, eyes trained upward - watching.
• Licensed Withdrawal - Women shown as withdrawn, spaced-out, asleep/dead, helpless, seeking - or protected - by men. Men are shown as active and in control. 
• Infantilization - Grown women look like little girls, childlike poses, anxious, shy, finger(s) in mouth, lying in fetal position, hiding behind objects.
• The Codes of Masculinity - Power, confidence, control, intimidation, independent and active. Upright positions, direct gaze. 

Searching for Advertisement Examples:

• Ads of the World is a possible site. 
• Both Diesel and Guess have created advertisements that would work well for this assignment. 
• You can also do Google image searches. 
• Using print advertisements with copyright for the purpose of education and review should fall under fair dealing in Canada. 
• Always include a link to your source (a direct link - not a Google search results link).  

Rubric 

• There are fewer than three grammatical errors or sentence structure issues in the entry.
• The ads are solid examples and the codes of gender are clearly defined and discussed.
• The assignment includes a concise and effective conclusion. 
• The required number of ads have been completed and the links are available and sources are cited.