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Patriarchy in Advertisements

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Patriarchy in Advertisements
The Use of Patriarchal Love in Print Advertising Patriarchal love was originated around 6000 B.C.E (Hall). It is a part of the popular patriarchal system, in which men are dominant over women. A patriarchal relationship consists of many elements that portray the lack of equality between the two spouses. Those elements have still managed to remain present in a society that has begun to show more devotion for a soulmate relationship, in which both spouses are equal. Print advertisements are one aspect that helps contribute to maintaining patriarchal love. The advertisements display multiple aspects of patriarchal love which heavily influences individuals of our society. Patriarchal advertisements are mainly displayed using a male perspective. The main goal of the advertisements is to show what would make a woman appropriate or desirable for a man. In a patriarchal relationship, love develops over time and does not have to be present at marriage meaning that a wife can be replaced if necessary. In order to be irreplaceable, a woman is expected to have a central quality in which she has to be loyal to her man. She is expected to follow the requests of her man in thought and action, even if she disapproves of what he wants her to do. Gender roles in a patriarchal relationship are fixed, meaning that the man and the woman are expected to play specific roles that differ, which is a part of the inequalities of the relationship. In a patriarchal relationship, the most important part of a woman is her sexual body rather than her intellectuality. The man also dominates the woman sexually. Sex is a service provided by women rather than a mutual expression of love (Hall). In a patriarchal relationship, male domination is present through multiple aspects such as through violence, control, or ideal superiority. According to Andrea Dworkin in her book “Right Wing Women”, “Male dominance in society always means that out of public sight, in the private,


Cited: Dworkin, Andrea. Right Wing Women: The Politics of Domesticated Females. Portland: Perigee Trade, 1983 Hall, Michael. “Three Forms of Love.” English 265 Handout. Norfolk. Virginia Wesleyan College, 2012 Kenwood Chef. Advertisement. http://dvice.com/archives/2009/10/kenwood-cooking.php, 1970. 10. Nov. 2012. Reebok. Advertisement. http://www.adweek.com/adfreak/reebok-pulls-ad-urging-guys-cheat- their-girlfriends-139137#1, 2012 Rolling Stone. Advertisement. http://www.houseofsykes.com/2011_03_01_archive.html, 2011. 10 10. Nov. 2012. World War Two. Advertisement. http://pinterest.com/catino/horrors-hatred-learn/, 1945. 10. Nov. 2012
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