During this week, I came into contact with two topics, one is advertising and the other is the genre of Disney fairy tales. Both of these are actually inseparable from the media.
Ads about women
I have to say that after watching Killing Us Softly 4 by Jean Kilbourne, I have to rethink the significance of advertising to women’s social status and identity. This is consistent with the meaning of Practice metacognitive reading of a variety of texts in COURSE OBJECTIVES. I started to reflect, especially after finishing the annotation assignment of Killing Us Softly. As Jean Kilbourne said: “Another concept that advertising conveys is to associate young beauty with sexuality, which is wrong. How sexy can you be if you hate your body? And I don't think it does wonders for men either." (32:24) This is an age of advertising. Turning on the TV, the eyes are full of advertisements, and when I walk into the street, the street is full of advertisements, and when I open a tabloid, the whole page is full of advertisements. What you say, sing, and watch are dizzying and dizzying to hear. This is the age of women again. The protagonist of the advertisement is a woman. Talking about women, singing women, and watching women. Advertisements are for women, and advertisements seem to be for women. In numerous advertisements for cosmetics, shampoo, soap, etc., the protagonists are almost all young and beautiful women. These advertisements have repeatedly suggested: "As a woman, its value lies in beauty and youth." In the advertisement, there is a category of women who are arranged in the home, kitchen, and bathroom. All housewives in the "Tide" laundry detergent advertisement introduced people to its powerful washing function; the arowana salad oil advertisement arranged for a beautiful housewife to appear in the kitchen as the spokesperson; the "Mrs." brand range hood "has no oily smoke, only Feminine". These advertisements all show one thing: as a woman, you should be a housewife. There are also advertisements that use women’s bodies as a means of commercial promotion. In an underwear advertisement, in order to show the effect of underwear, a popular movie star uses his hands to slowly stroke the concave and convex parts of his body to reflect the effect of body recuperation, which is very sexual. This kind of sexually suggestive advertisement not only strengthens women's sexual characteristics, but also further strengthens the image of women's sexual objects. From the perspective of social and cultural concepts, gender awareness is a fundamental factor.
Reading strategy
Of course, the article about Disney also gave me a lot of enlightenment. But this week I learned more about reading strategies. Especially after completing Close Reading Practice: Looking into the Magic Mirror, Haas and Trapdeo. I think that prediction (Prdection) is an important part of the reading process. According to the interactive theory of the reading process, we can know that reading is not a process of passively receiving and understanding information, but a cyclic process of continuous prediction, verification and correction, and further prediction. In the process of reading, readers often use clues such as logic, grammar, and culture to predict the theme, genre, structure and related vocabulary of the article. The subject of the article (culture, science, economy, politics, history) and genre (description, narration, explanation, discussion) can be predicted by the title of the article. It is to grasp the context of the article according to the usual organization of the article.
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