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Reading Gender Exercise

WS/AC 240: Winter 2000

Due Wednesday February 2, 2000 in lecture

In no more than two typed, double-spaced pages, "read gender" in the "WeddingChannel.com" advertisement from Elle magazine. By "reading gender" we mean analysing the ways in which gender is represented. Focus on both image and text, and do not simply describe the ad, but explain the significance of the details you have chosen to the point you are making about gender relations. Use your details to further your analysis.

Your analysis should consider the following:

What is the strategy being used by the advertisement? In other words, how does the advertisement make the product desirable? What is being sold and how? At whom is the advertisement targeted? How is the viewer being positioned as consumer, for what purpose?

How are gender relations represented in this image?
Consider the following, but do not focus on all of these details. Choose the ones that are most important to the point you are are making about how gender works in this ad.

- activity
- setting and other objects or people pictured
- clothing
- posture
- other attributes of identity, including race, class, sexual orientation, age
- use of color
- layout
- written text
- narrative

Do not turn in a list of answers to these questions; rather, write an integrated essay that incorporates your answers into a main point or argument.

The advertisement is posted on the door of 230D West Hall, and is available on the Web at:
http://www.umich.edu/~womenstd/courses/240/advertisement.htm

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