Reading the Text
1. How according, to John Friske, is televisioning programming gendered?
John Friske says that each ad is carefully crafted and designed to associate the product with feelings of pleasure stemming from deep-seated fantasies and anxieties.
2. Why is male camaraderie such a common motif in "men's men" advertising, according to Craig?
Craig says that the escapism and male camaraderie in commercials primarily sport commercials are simply an extension of escapism and camaraderie men when they watch weekend sports on television. It offers that feeling of being commitment free, a form of fantasized masculinity.
3. What roles do women tend to play in the two types of commercials aimed at men? What roles do men tend to play in the two types of commercials aimed at women? In "Men's men" commercials, the men's primary goal is to be free and offer the watcher a feeling of escapism and being able to associate the product to the feeling of escapism, a form of male masculinity. On the other hand in "Women's Men " commercials Men act as form of sexual fulfillment being handsome, romantic, and sensitive and being attracted to the product in the form of making woman fantasize the by using the product they will attract men. This role also offers a form of security to the product as the watcher will most likely buy the product to keep associating themselves with the promise fulfillments in the commercial."Men's women" commercials the women with the primary goal that she is only an object of desire with no commitment which is a form of fantasized masculinity. Men will remember the beauty of the woman and be able to associate that to the product. "Woman's woman" commercials makes woman want to maintain their attractiveness , a form fantasized femininity. Making her cautious on the fact that her attractiveness is on the line and she must do whatever it takes to keep it.
4. Why does Craig believe that "a threat to patriarchy is an economic threat"? Craig says " a threat to patriarchy is an economic threat" because entire industries are predicated on the assumption that men and woman will continue behaving according to their stereotypes which could be disastrous to the industry making advertisements of certain trends among people were to change.
1. How according, to John Friske, is televisioning programming gendered?
John Friske says that each ad is carefully crafted and designed to associate the product with feelings of pleasure stemming from deep-seated fantasies and anxieties.
2. Why is male camaraderie such a common motif in "men's men" advertising, according to Craig?
Craig says that the escapism and male camaraderie in commercials primarily sport commercials are simply an extension of escapism and camaraderie men when they watch weekend sports on television. It offers that feeling of being commitment free, a form of fantasized masculinity.
3. What roles do women tend to play in the two types of commercials aimed at men? What roles do men tend to play in the two types of commercials aimed at women? In "Men's men" commercials, the men's primary goal is to be free and offer the watcher a feeling of escapism and being able to associate the product to the feeling of escapism, a form of male masculinity. On the other hand in "Women's Men " commercials Men act as form of sexual fulfillment being handsome, romantic, and sensitive and being attracted to the product in the form of making woman fantasize the by using the product they will attract men. This role also offers a form of security to the product as the watcher will most likely buy the product to keep associating themselves with the promise fulfillments in the commercial."Men's women" commercials the women with the primary goal that she is only an object of desire with no commitment which is a form of fantasized masculinity. Men will remember the beauty of the woman and be able to associate that to the product. "Woman's woman" commercials makes woman want to maintain their attractiveness , a form fantasized femininity. Making her cautious on the fact that her attractiveness is on the line and she must do whatever it takes to keep it.
4. Why does Craig believe that "a threat to patriarchy is an economic threat"? Craig says " a threat to patriarchy is an economic threat" because entire industries are predicated on the assumption that men and woman will continue behaving according to their stereotypes which could be disastrous to the industry making advertisements of certain trends among people were to change.