Hunger as Ideology

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Susan Bordo’s piece Hunger as Ideology analyzes ads and commercials from a more cultural aspect. She uses examples such as the Jell-O commercials to illustrate the use of gender stereotypes to sell their products. According to Bordo, these ads target women because throughout history women have always had this certain image they are supposed to maintain. We are supposed to be pretty, delicate, thin, and caring. We are supposed to find glory and comfort in serving others. In many regards, Bordo is correct. These stereotypes are manifestations of history. Examples from the Salem witch trials to 1950s perfect housewife are just some instances that depict what a woman is supposed to feel and how we are supposed to look. These images have not changed much since that time, and this fact is what Bordo is illustrating in her essay. She uses gender roles and food to distinguish differences between men and women. Women are supposed to eat little and serve; however it is proper for men to indulge as much as they want. I actually feel like this is a pretty accurate account of the way gender expectations are used as marketing tools.

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One Response to “Hunger as Ideology”

  1. meier1 Says:

    I agree. Men, being the main governors of society since the beginning of time, have greatly shaped the way women feel they need to appear and be. I’m not saying that we shouldn’t be in control because we were designed to lead but this is going the wrong direction and we are hurting women in the process.

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