1. Susan Bordo has an agenda. She goes into explicit detail about some of the text, whereas other areas serve as being “just a tease.” A lot of this is shown in her placement of the pictures in the text. This is a way for her to sort of “control the pleasure” of the reader. Bordo will go into great description on how Fashion icons like Calvin Klein explore sexuality in clothing (jeans, in particular) and how Berger says that “men act and women appear” (p. 190). Then, however, she’ll throw a picture of a half-naked to 3/4-naked man and throw the reader for a loop. Here Bordo is, going into great detail about her opinions and analysing our culture and its view of men’s sexuality. The reader understands what she is talking about and follows her points of view, but is still surprised when an actual image of what she is talking about pops up. Perhaps this is the whole point at which Bordo is trying to get: that our culture still is not ready to make men as vulnerable in ads as they are for women. In this way, the layout of her text helps to further define her argument. Also, Bordo goes more into detail about examples of occurrences of ads and description of the male body than she does about the philosophy or psychology is why the examples are as they are. This is perhaps to prove to the reader that we are more interested in seeing things than knowing why they happen. She understands people’s attention spans.
2. Bordo uses subsections in her text in order to keep the reader interested. She tries to intrigue the women and gay male readers by first displaying the “well-endowed” Calvin Klein model. Bordo explains how men are becoming sex objects in advertising more and more, like women have been for the past decades. Next, she goes on to explain how more and more male nudity in advertising has made men appear more vulnerable. These ads approach a subject where no one before had dared to suggest. She then goes on to explain how Calvin Klein discovered ways to accentuate the men’s frontal and backsides with his jeans. After that, Bordo explains the poses of front-facing and leaning, and what the body language implies about the men’s attitudes. Her last three bold-faced sections explain how men have continued to grasp the fashion world and become more accepted in it. Bordo expresses her thoughts on the matter by stating, “I, however, tend to see consumer capitalism rather than women’s expectations or proclivities as the true motor driving male concern with appearance” (p. 209). All of these subsections help to set the pace for Bordo’s text. The beginning ones mention the details of the male body, how women and gay men appreciate them, and how they are becoming more and more acceptably placed into the ads of society. These are the loudest subsections, because Bordo puts everything and all of her opinions on men, what she thinks is sexy, etc. in a somewhat blatant way. In the later subsections, once she has grasped the readers’ attentions with this somewhat still “hush-hush” topic, Bordo goes on to explain how society has in fact molded our opinions and how men have struggles overcoming obstacles such as the stereotypical macho male and the anti-narcissist. These ending subsections are a bit slower than the first ones, because they are not quite as descriptive and “raunchy” per say; rather, they express the changing society in the world we are living in, and how we adapt to them.
3. Bordo addresses how people react to certain subject positions. She explores the face, the lean, where the head is placed, what the subject is doing, and which body parts are accentuated. Bordo explains that the face is supposed to be used to present macho men and intimidation. The lean, on the other hand, usually shows casualness and is often found with younger men who are laid-back. Bordo explains society’s opinion on men by exploring the meaning behind the placement of the head. When the men are facing the camera, it shows that they are more vain and want to watch people’s reactions to their bodys. Bordo explains, however, that society often teaches us that it is more manly for a male to look away from the camera instead of at it. This expresses that the men is comfortable with himself and that he does not need positive reactions from girls to prove this to himself. An example of a man looking away is found in the Nautica advertisement, on page 191. The man is working on a boat, a masculine activity, and does not have time to worry about his looks. Society has taught us that this is what it means to be a man. The Calvin Klein ad poses an interesting topic. The man is leaning in the picture somewhat and has rather effeminate features. The reactions from Bordo, her female, companions, and gay men, however, have taught us that the picture can still arouse people. Bordo writes, “His body isn’t a stand-in phallus; rather, he has a penis-the real thing, not a symbol, and a fairly breathtaking one, clearly outlined through the soft jersey fabric of the briefs” (p. 170). Though he is not a Superman figure, the bulge in his briefs and his body stance presents sex and movement. Here, therefore, the lean is used as a sexy body placement, rather than one for younger boys. Bordo does well at explaining how certain stances cause different reactions from their audiences. She does not do as well with explaining society’s opinions though, much because I am given the impression that she has yet to decide for herself what is truly sexy for men. For example, at the end of her writing, she explains that she finds Clint Eastwood’s chest sexy, even though he is older and not very muscular. This is because he is a real man, and, to her, that is sexy in itself. She explains how it is not considered manly by society to be Narcissistic, but she also notices that these viewpoints have changed over time. John Travolta’s character in Saturday Night Fever, for example, is eg0-centered, yet still looks good and still contains that quality sex appeal. It is not Bordo’s fault that she cannot outline a definite view of what is sexy in a man from society, because that view is constantly changing with our culture.


(taken from oldnavy.com) This is an image of a maternity sweater. It goes against what Douglass says about the media, because it presents women in their NATURAL states, without tons of makeup and perfectly-toned bodies. Women do not have to be supermodels to be wearing trendy clothing; they can be mothers, too. Also, just because pregnant women keep up with the trends does not imply that they are narcissistic, it simply means that they embrace their new motherly physical qualities.
(taken from newbalance.com) This goes against the typical media-enforced ideas that women have to always look their best. Also, Douglass emphasizes that the media DOES show women working out, but only doing so to get more noticeable bodies. This image, however, proves that some media sources, especially athletic ones, show women dominating in sports and becoming strong, not simply obtaining greater sex appeals.
(taken from bettycrocker.com) This image shows females baking desserts and smiling about it! According to Douglass, the media forces women to teach themselves to step away from sweets and to concentrate on healthy foods. This way, they will be able to keep their good figures. Betty Crocker, however, shows that dessert can make anyone smile!
(taken from plowhearth.com) Plow and Hearth teaches women that it is OK to have muddy feet if they are working in the lawn. This woman obviously does not care about the condition of her feet. Also, the fact that she has been working in the lawn shows that women do not just need to sit around and beautify-they can do yard-work and get dirty! If flecks of mud DO happen to get on her face, it is purely by accident. She is not concerned with Douglass’ mention of a mud-mask, in order to keep her face looking young and vibrant. This photograph is simply meant to portray a woman taking care of her lawn.
This picture of a small group of people helps to present how liberal arts colleges can be described as smaller, intimate communities. Smaller schools such as these help students to have a closer, one-on-one relationship with their professors and with each other. This way, they can have more direct help with choosing future careers. I chose this image, because it presents young men and women looking out into the distance. You could even go so far, perhaps, as to say that they are looking out into the world, since the photo portrays distant scenery. They are all together in this picture. It is a community. They are all looking at the same thing, as well; however, what does each one of them see? Everyone has a future. No future is the same. I thank monkeycurious for this picture.