Analization of Susan Bordo's Ideology of Hunger

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Susan Bordo works at the University of Kentucky as the Otis A. Singletary Chair of Humanities.

In Hunger as Ideology, Bordo argues that "the various cultural ideologies, both explicit and implicit, conscious and unconscious at work in an advertisement often play a powerful role in the way we think about the world and our place in it. One of the issues that Bordo delves into is the falsehood that women do not eat much. Granted, some women have petite appetites. However, the majority of women only portray this image because society views women that eats little to be attractive and feminine. Bordo gives an example of this type of ideology in her section entitled, "The Woman Who Does Not Each Much." She opens with a commercial for Fiber Thin where two French girls who are dressing up in their mothers beautiful clothes admire one girls mother for being so thin and not eating much. They also relish in the fact that they know about her secret product - dietary supplements. Bordo uses this example of the two young French girls to show that this food obsession begins at a young age. Not only does this commercial condone the use of dietary supplements in young girls but it also praises women that eat little and creates a falsehood in the mind of society about the eating habits of women. It is a common site to see young teenagers, in their prime, starving themselves in order to fit the mold. Bordo realizes this fact and writes "almost all of us who can afford to be eating well are dieting and hungry almost all of the time."

Advertisements stereotype reality of the world to create an image of what we as Americans aspire to be. Advertisers know that self-esteem has a lot do with persuading consumers to buy their products. If a woman believes she is ugly and fat, she will be eager to listen to an ad that promises results of beauty and skinniness. She will also be a lot more likely to buy the product. If a man sees a skinny guy on TV talk about a product that helped him gain muscles, the man watching will start to re-evaluate his own body and consider buying the product. We all judge people based on their outward appearance whether subconsciously or not. Americans tend to look at someone and assume we know everything about them because of what they are wearing and what kind of car they drive, or what kind of house they live in.

Bordo writes extensively on the ideas of the female body in relation to eating and beauty and attaining the perfect "look." In the beginning of her essay she says that, "today, all we experience as meaningful are appearances." Bordo believes that women will always want to look younger and slimmer. She believes that as long as companies continue to use advertisements with young, thin girls telling women they can "look like them," the companies will always make a lot of money. She also talks about the subliminal coding used in advertising. She uses an example of an advertisement for an eyeliner. The ad reads, "Soft felt tip gives you absolute control of your line." She believes that it is almost impossible for a consumer to glance at the ad and read the words "life" instead of "line." The advertisers were able to make an eyeliner ad into something that makes the viewer think about being in control of their life. Bordo reinforces the notion of control in "Men Eat and Women Prepare." This sense of control appears when the woman who has prepared the food watches as her husband devours it. "She who stands … famished before her husband, while he devours, stretched at ease, the produce of her exertions; waits his tardy permission without a word or a look of impatience, and feeds, with the humblest gratitude, and the shortest intermission of labor, on the scraps and offals which he disdains." This woman shows her ability to control her desires. Help with essay on Analization of Susan Bordo's Ideology of Hunger

In the section, "Food and Love" Bordo explains how women demonstrate their love for others by baking or preparing for dinner for others. The slogan "Nothin says lovin like something from the oven," is one example. Bordo mentions the fact that little girls are often shown learning how to prepare food for others and rarely seen being fed. In the ad for Gold Medal Flour, the young girl with flour on her overalls and shirt sleeves pushed up, taste tests the batter she and her mother, who is seen reading the recipe book, have prepared. Bordo says that the ad places mother at home and daughter preparing for her future role in the kitchen, both in their stereotypical roles.

As an example of Bordos said rules about old dualities and ideologies such as women should serve men, become homemakers, and basically do everything to keep their men happy while they are out in the blue collar work force earning a living for the entire family is demonstrated in the advertisement for Betty Crocker Black Walnut Cake (Fig. 1). It is implied that if a woman loved her family she would take time to bake and cook. The woman was expected to thrive on making her man happy. This advertisement wanted to give women the impression that women were pleased when men were pleased. Cooking and serving were supposed to be especially pleasant for the woman. Nothing could satisfy a man more than food with the exception of sex. If a woman wanted to please a man, the most definite way to do so was through his stomach.

In the advertisement for Van Camp Pork & Beans (Fig. ), the ad featured pork and beans in an elegant dish accompanied with hot dogs and a homemade loaf of bread. In addition, there are an abundance of food, which possibly suggests the woman was hosting some sort of dinner party. Therefore, even though pork and beans in a can is considered a convenience food, the implication of the woman being a hostess for a party also sends the message that the woman was taking the time to prepare a ton of other dishes in order to entertain and satisfy people other than herself.

Bordo illustrates the differences between males and females in food ads. The man in a food ad eating voraciously is seen as manly and even at times adorable. A woman in a food ad seen eating in this same fashion is seen as out of control and unfeminine. An interesting way women are persuaded into buying a product is by switching the person in the ad from a woman to a man. A man advertising a food product gives the idea that if it could satisfy even their "huge appetite," then it would definitely satisfy a woman. Bordo argues that women are represented differently in advertisements due to their relationship with food. For example, the Haagen-Dazs ad. This two page ad has a picture of both a man and a woman eating the same brand of ice cream. In the first picture the woman is eating ice cream in a delicate manner. She is eating a tiny ice cream bar and has only taken one small bite. This picture shows the woman using control while eating. The next picture is of a man who has just eaten an entire pint of ice cream. He ate it in such a manner that he left the container on its side and is licking every morsel of ice cream from the spoon.

In furtherance of Bordos argument that men and women are treated differently in food advertisements, Fig. is an advertisement for Natur-Tender steaks. The picture depicts a man hard at work on the outdoor grill. Since barbecues occur outside in nature, they are considered to be masculine. Barbecues represent a time when men can whip up a great meal in a rough and tough environment. The outdoors was a place where it was socially acceptable for a man to be. But still this advertisement is targeting the woman because she had the purchasing power and was in charge of buying the necessary groceries for the event.

Advertisers are paid to get into our heads and first see what we secretly aspire to be, and then gives us the opportunity to follow our dreams through a product they wish to sell. Bordo writes "any fool knows that advertisers manipulate reality in the service of selling their products…However, were it a meaningful or usable knowledge, it is unlikely that we would be witnessing the current spread of diet and exercise mania across racial and ethnic groups, or the explosion of technologies aimed at bodily 'correction ' and 'enhancement. We allow advertisers to manipulate us because it is a way of life.

The way that females view advertisements appear very obvious to advertisers. Advertisement agencies now how to interest women, and how to make them think. Being in control is something that is very important to women these days. In the society that we live, the only way to be normal on the outside is to be slim. Beauty is another consideration, but being slim is a huge concern among women. By gaining control of your mind it becomes easier to gain this sense of control.

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