The above video shows a mildly clothed thin woman on the beach eating a large sandwich. This video is from a Hardees television commercial that depicts Nina Agdalin in provocative poses in comparison to the sandwich. When I first viewed the commercial I noticed the way she devoured the food in a sexual manner. After viewing a second time I noticed how this commercial has the potential to promote disorderly eating. As Biber mentions “The media bombards us with images of every imaginable food…at the same time women are subjected to an onslaught of sources devoted to dieting and maintenance of a sleek and supple figures” (67). Physical perfection is displayed in advertisements of thin women eating immense portions of food. Physical perfection is often associated with thinness but yet foods that are harmful to the heath and have the possibility to make people fat are promoted along side skinny women. The representation of a skinny woman eating unhealthy food is damaging to a society that polices body conformity. Many people try to control their body weight by not eating fast food in order to obtain a similar body to ones viewed in commercials such as Hardees. These kinds of advertisements promote disorderly eating in an environment that juxtaposes unhealthy eating habits with unattainable figures.
Source: The Cult of Thinness by Sharlene Nagy Hesse- Biber
An article titled “The Real Boy Crisis: 5 ways America tells boys not be girly” on Salon.com lists five behaviors that are unacceptable for boys because it diverts from masculine gender norms. The article reveals the notion of men and gender representation. Gender norms and its association with masculine and feminine traits create gender oppression. Gender oppression often focuses on the oppression of women in a patriarchal society because women are constantly encouraged to assert feminine characteristics. Women are seen as the oppressed gender and men are seen as the suppressors. However, gender oppression also has an affect on men’s behavior as they are constantly bombarded with images that tell them how to assert masculinity. Masculinity limits men’s ability to express their feelings. The idea of masculinity needs to be proven by asserting strength in the forms of aggression and independence. Being a man implies that a person is able to handle situations on their own without expressing any emotional empathy or vulnerability. These characteristics aim to devalue feminine traits men may obtain that are associated with being unmanly. Feminine traits are described as showing emotions such as compassion, love and sensitivity. Boys are told not to act like girls because it is shameful to their masculinity. These limitations allow men to be criticized when acting in a feminine manner. Men are encouraged to conform to these gendered stereotypes, which lead to an oppression of true thoughts and actions. Performing masculinity prevents men from being themselves. These ideas shape the way men and women treat one another because men are devalued for expressing the same traits women are expected to perform.