Resource 

Visualizing Gender: Exploring the Social Construction of Femininity and Masculinity through Advertisements.

Abstract:

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Given the immediacy and availability of advertisements as a function of old, new, and emerging technologies and media, students are exposed to a barrage of images and messages in numbers and ways unseen before and with implications not fully understood or realized. The aim of this assignment is to foster a critical understanding and reception of such messages, especially as they relate to gender, sexuality, race, and their intersections.

Details:

Resource Type(s):
Assignment 
Author(s):
Tennille Nicole Allen, Lewis University 
Date Published:
4/8/2013 
Subject Area:
Race, Class and Gender 
Class Level:
any 
Class Size:
Any 
Language:
English 


Usage Notes:

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This assignment is designed as a short paper to be completed by an individual student outside of the classroom, but could readily be adapted as an in-class assignment for individual or a group of students. It is also easily adaptable into a longer, more analytical paper.

Learning Goals and Assessments:

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Goal 1:
To identify how images portrayed in advertisements construct an idealized notion of femininity and masculinity as well as identifying the power of media and consumerism in shaping everyday life and experiences.
Assessment 1:
Students will choose eight advertisements in four categories that illustrate the creation and depiction of idealized notions of femininity and masculinity.
Goal 2:
To analyze the ways that these images are often simultaneously gendered, racialized, sexualized, and heteronormative.
Assessment 2:
Students will provide written analyses, employing an intersectionality framework, of the ways that these images are often simultaneously gendered, racialized, sexualized, and heteronormative.
Goal 3:
To realize and appreciate the cumulative and interconnected nature of institutionalized gender-based inequality.
Assessment 3:
Students will provide written analyses that explore implications of gendered advertisements across multiple institutional realms, such as family life, the paid labor force, education, as well as within interactions and for individuals.

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