Advertising’s Hidden Conversations: Framing (and Selling) Gender, Race, Community and Nation

International Communication Association, 2005 Conference Thursday, May 27th, 2:15 - 3:30 p.m. New York, N.Y. Thursday, May 27th, 2:15 - 3:30 p.m. New York, N.Y.

Todd Joseph Miles Holden Professor, Mediated Sociology Department of Multi-Cultural Societies Graduate School of International Cultural Studies Tohoku University Kawauchi, Aoba-ku Sendai, Japan Professor, Mediated Sociology Department of Multi-Cultural Societies Graduate School of International Cultural Studies Tohoku University Kawauchi, Aoba-ku Sendai, Japan

Gender Discourses in Japanese Ads 1.This presentation summarizes work that is forthcoming in: Women/Advertising/Representation  A chapter: “ Naturalizing Gender: Watered-down women and grounded men in Japanese TV Commercials ” to be published in Women/Advertising/Representation (Hampton Press).  A book: Sold on Gender: Re/Presentations of Men and Women in Japanese Television Advertising 1.This presentation summarizes work that is forthcoming in: Women/Advertising/Representation  A chapter: “ Naturalizing Gender: Watered-down women and grounded men in Japanese TV Commercials ” to be published in Women/Advertising/Representation (Hampton Press).  A book: Sold on Gender: Re/Presentations of Men and Women in Japanese Television Advertising

General Focus  How advertising in Japan “naturalizes” discourse about men and women –

General Focus  It does it by framing men and women differently – often in juxtaposed or oppositional ways  In terms of (1) culture and (2) society  Often via systematic, repeated, uniform references to:  Color  Nature  Built and institutional environments  Nation  It does it by framing men and women differently – often in juxtaposed or oppositional ways  In terms of (1) culture and (2) society  Often via systematic, repeated, uniform references to:  Color  Nature  Built and institutional environments  Nation

An Opening Vignette A man and woman stand shoulder to shoulder on an elevator. He in the dark uniform of the Japanese salaryman; she in a cherry red suit. Clearly strangers, they stand closer to one another than is the social norm – even for overcrowded Japan.

An Opening Vignette He struggles to avoid looking her way. She, on the other hand, turns her eyes toward him. After raising a finger to her lips, pondering her next move … He struggles to avoid looking her way. She, on the other hand, turns her eyes toward him. After raising a finger to her lips, pondering her next move …

An Opening Vignette Suddenly, she thrusts a hand between the lapels of her coat and, to the man ’ s shock, extracts a can of demitasse coffee.

An Opening Vignette After his eyes have rolled back into his head and he has fainted and fallen to the floor, she takes a swig of her drink, then replaces the can in her bra.

Concluding Discourse She pats her breast and the anchored script appears in English: “ Small, but Special ”. Leaving the elevator, the woman turns back toward the camera, jiggles the product, then strides away.

A Polysemic Ad? Viewed in isolation, this ad could be about any number of things: §Male-female interaction,Male-female interaction, §A commentary about anatomy,A commentary about anatomy, §A discussion of human worth,A discussion of human worth, §A précis on public behavior.A précis on public behavior. §There is even information about a product somewhere in there.There is even information about a product somewhere in there. Viewed in isolation, this ad could be about any number of things: §Male-female interaction,Male-female interaction, §A commentary about anatomy,A commentary about anatomy, §A discussion of human worth,A discussion of human worth, §A précis on public behavior.A précis on public behavior. §There is even information about a product somewhere in there.There is even information about a product somewhere in there.

Gender at the Fore Gender at the Fore The situation is scripted to accentuate: § male/female difference § contrasting physical size § dress § demeanor § attitudes about body and sexuality The situation is scripted to accentuate: § m§ male/female difference § c§ contrasting physical size § d§ dress § d§ demeanor § a§ attitudes about body and sexuality

A Premise Were this but a one-off, there wouldn’t be much cause to regard the ad with anything other than amusement, titillation or disdain. However, it turns out that this ad bears similarity to a large number of commercials in contemporary Japan. Were this but a one-off, there wouldn’t be much cause to regard the ad with anything other than amusement, titillation or disdain. However, it turns out that this ad bears similarity to a large number of commercials in contemporary Japan.

A Second Example: Cosmetics

The Scenario A woman enters a bar alone She’s wearing a clinging, shiny red dress A young man in a white shirt is behind the bar The woman sits alone at the bar, caressing the stem of her glass

The Scenario (continued) She raises her eyes suddenly to meet the man’s …and winks Shocked, the man drops the glass he’s holding As it shatters the woman’s lips part Entranced, the man reaches out to to touch the woman

The Scenario (continued) She meets his touch Then directs his fingers to her face She meets his touch Then directs his fingers to her face

The Scenario (concluded) She regards herself in the mirror of her compact We see her embrace the man forcefully She regards herself in the mirror of her compact We see her embrace the man forcefully In a voice-over the man utters: "is it okay to touch your skin?"

Emotional-Physical State  The paradigmatic example of how the color-female sign is employed to connote emotive-physical state is the Anna-Aka- Rosso ad of a few years ago, I detailed in other published work

A Third Example: Anna ・ Aka ・ Rosso The model, Umeya Anna, stands in front of a car named “Rosso” “Rosso” means “red” in Italian Anna is painted red from head to toe

Example: Anna ・ Aka ・ Rosso Anna’s “display” causes a male by- stander’s blood to boil

Example: Anna ・ Aka ・ Rosso In turn, his steam lifts Anna’s dress… his What the man sees turns his entire body red

“Shh,” Anna gestures… “Our little secret.” Anna ・ Aka ・ Rosso… Concluded

Naturalized Discourse A systematic assemblage and assessment of ads indisputably leads to these conclusions: §Discourse about gender courses through Japanese TV advertising; §This discourse posits that, by nature, men and women are distinct classes of people: §Behaviorally §Ideationally §Existentially §Ontologically A systematic assemblage and assessment of ads indisputably leads to these conclusions: §Discourse about gender courses through Japanese TV advertising; §This discourse posits that, by nature, men and women are distinct classes of people: §Behaviorally §Ideationally §Existentially §Ontologically

Women, By Nature Women are: oSexual oPassionate oUnpredictable oAggressors oAssociated with the natural world Women are: oSexual oPassionate oUnpredictable oAggressors oAssociated with the natural world

Men, By Nature Men are: oObjects of Female Attention oBusiness-like oAssociated with Built and organizational worlds Men are: oObjects of Female Attention oBusiness-like oAssociated with Built and organizational worlds

Even More…  In a “natural succession” of iconography… it may even be that, over time, women have first served as symbol for nation, then as surrogate -- fixing a place that has then been “naturally” supplanted, of late, by product.  This is a less empirically stable, claim, but one I will make before closing  In a “natural succession” of iconography… it may even be that, over time, women have first served as symbol for nation, then as surrogate -- fixing a place that has then been “naturally” supplanted, of late, by product.  This is a less empirically stable, claim, but one I will make before closing

Gender Comes in Colors One element underscoring difference is a visual trope: the recurrent association of particular colors with women and men.

Gender Comes in Colors For women it is the red.

Gender Comes in Colors For men the color is black

Past Research In earlier published work I have explored the use of color as a tool for depicting nation, emotion, and gender in different nations. §It is true that the gendered red- female association can be found elsewhere §For instance, America §However, in Japan it is much more extensive In earlier published work I have explored the use of color as a tool for depicting nation, emotion, and gender in different nations. §It is true that the gendered red- female association can be found elsewhere §For instance, America §However, in Japan it is much more extensive

Past Research Thus, for instance, corporate logos are often used to simulate Japanese flags – an association of color with nation

From Nation, Gender? And if one views enough of these logos, it almost comes to appear as if commercials frame women in a way that references flag. This “female-national reference” association is enough to naturally wonder: “is semiotic substitution at work?”

From Nation, Gender? Here, for instance a game of musical chairs is presented as a ritual dance around a ring bearing significations of nation-hood. (This is a car ad, by the way…)

From Nation, Gender? The national signification lies not only in the ring, but the coloration of the clothing…the red numerals on white. Of interest is that all the women are non-Japanese

From Nation, Gender? In fact, time and again, women in red are centered, just as the sun is centered on the Japanese national flag….

Through Gender, Nation? This idea of centering women with red – either inverting the colors as Japanese logos occasionally do, or by placing reddened body parts against a field of white – works to simulate nation.

Sexism: Seeing Red This association is to sexuality, sexual suggestion, passion

Sexism: Seeing Red And to women’s physical characteristics

Sexism: Seeing Red As in this ad in which a salarman is molested (to his great delight) by a group of bathing- suited women. -- with the central suit in each frame pink/red As in this ad in which a salarman is molested (to his great delight) by a group of bathing- suited women. -- with the central suit in each frame pink/red

The Meaning of Red  A recent article (Barton and Hill 2005) has suggested that red is disproportionately the winning color in Olympic events between competitors of equal strength;  So, too, in Euro 2004 did teams wearing red jerseys score more than when wearing their white uniforms;  It is suggested that this mirrors the animal kingdom, where red is the color of dominance, if not sexual display…  A recent article (Barton and Hill 2005) has suggested that red is disproportionately the winning color in Olympic events between competitors of equal strength;  So, too, in Euro 2004 did teams wearing red jerseys score more than when wearing their white uniforms;  It is suggested that this mirrors the animal kingdom, where red is the color of dominance, if not sexual display…

Naturalizing… or Socializing Gender?  This may suggest that color is being associated with human and social characteristics – in short “natural” elements in psychology or physiology.  And if not natural, then certainly socialized via repetition in media messages  This may suggest that color is being associated with human and social characteristics – in short “natural” elements in psychology or physiology.  And if not natural, then certainly socialized via repetition in media messages

Next Steps  Beyond color, there are other ways that gender is “naturalized”, as the following ad makes clear…  A woman (in red) is spied running along a deserted beach  Beyond color, there are other ways that gender is “naturalized”, as the following ad makes clear…  A woman (in red) is spied running along a deserted beach

Other Extra-social, Supra-societal References  Panting, she stops to douse her head under a spigot….

Other Extra-social, Supra-societal References  Quaffing the product (a beer), she sits, battered by the wind, giggling in a giddy, almost post- coital ecstasy. Her arms open she presents herself as unrestrained, free, natural

Next Steps  This ad helps move us toward consideration of how men and women become divided (and distinguished) by their associations with specific environments or “worlds”

Split Worlds, By Gender  Traditionally this has been in terms of men as active and outdoors, while women are sedentary and inside the home (for instance)…  A long line of advertising research in the United States supports this view. And it can be found in Japanese ads, as well.  Traditionally this has been in terms of men as active and outdoors, while women are sedentary and inside the home (for instance)…  A long line of advertising research in the United States supports this view. And it can be found in Japanese ads, as well.

A Side-by-side campaign depicting men and women: (Will Beer) Men operate outdoors Women work indoors

Split Worlds, By Gender  Such ads can be found in Japan  certainly men are active… and  women are more often shown as homemakers (than men)…  However, a different kind of “milieu” split also obtains in Japan  Such ads can be found in Japan  certainly men are active… and  women are more often shown as homemakers (than men)…  However, a different kind of “milieu” split also obtains in Japan

Gender Roles/by domain

Split Worlds, By Gender  However, a different kind of “milieu” split also obtains in Japan:  One between the Natural and Built worlds  With men more often inhabiting (or else being tied to) built worlds  Women more often free within built worlds or inhabiting natural worlds  However, a different kind of “milieu” split also obtains in Japan:  One between the Natural and Built worlds  With men more often inhabiting (or else being tied to) built worlds  Women more often free within built worlds or inhabiting natural worlds

A Side-by-side campaign depicting men and women (Kirin Beer) Man’s world is a built, artificial one Woman’s world is natural, peaceful

Women in Natural Contexts, Men in Built Environments Japanese ads tend to depict is women who are “freer”, while men toil in built and artificial worlds.

Women and Water, Men and Land In short, women and men are associated not only with color, but with situational elements –  Built versus Natural Environments  Water versus Ground  Freedom versus Determination in Activity In short, women and men are associated not only with color, but with situational elements –  Built versus Natural Environments  Water versus Ground  Freedom versus Determination in Activity

I have documented these associations in other published work: There is a strong (positive) association between women and water, and (negative) association between men and water.

This is clear in this ad for bottled water

In which a woman is transformed into the Chinese ideogram for water

Semiologically Explained Sumi: traditional style of calligraphy white dress: central cultural value of purity; a frequent convention in ads rippling water: signifies naturalism; a favorite theme in ads woman standing "inside" the kanji: conflates 2 signs

The Mythologizing Tendency When women are shown at water, they are mythologized…

Water and Female Power Or else provided with extraordinary powers

Power Revisited: Women near Water are Seductresses

Power Revisited: Physical Prowess

Stasis: Women and Water Together Unlike their male counterparts, not one example can be located in which women are inconvenienced--or, worse, threatened--by water

Water: Site of Female Peace, Play, Performance, Perspicuity

Water as Seat of Action

By Contrast… for Men Water is kept at a Safe Remove. Water always involves distance and control

By Contrast… for Men Because water is an entity and locale where danger lurks, where conflict occurs where bad things can happen.

Controlling Women… … Is one way for men to control water

The Landed Discourse of Power Most often, the expression of male potency is manifested in locales that come wrapped in a prior hermeneutic of power: artificially- constructed environments that they have already been molded and rendered subservient to their control.

The Constructed Realms of Male Power

Conclusions: Contrasting Significations

ConclusionsConclusions 1.Japanese TV ad ’ s ubiquitous discourse about gender 2.Hidden discourse: behind visual tropes that, nonetheless communicate the nature of men and women (as distinct beings). 3.Kinds of tropes: Content-based 1.As in the case of settings in which the sexes appear (or don ’ t appear) 2.Ex; women consistently appear in or at the site of water, while men don ’ t. Their relationship with water is either one of absence or else conflict. Form-based 1.As in the case of certain colors associated with each 2.Ex: women are preponderantly clothed in red, a sexual signifier, while men are generally depicted in black, a murkier, if not detached, signifier. 1.Japanese TV ad ’ s ubiquitous discourse about gender 2.Hidden discourse: behind visual tropes that, nonetheless communicate the nature of men and women (as distinct beings). 3.Kinds of tropes: Content-based 1.As in the case of settings in which the sexes appear (or don ’ t appear) 2.Ex; women consistently appear in or at the site of water, while men don ’ t. Their relationship with water is either one of absence or else conflict. Form-based 1.As in the case of certain colors associated with each 2.Ex: women are preponderantly clothed in red, a sexual signifier, while men are generally depicted in black, a murkier, if not detached, signifier.

Results: in a nutshell 1. men and women belong to certain domains and rarely cross over without the appearance of specifiable exceptions In many ways women are “ naturalized ” and men are “ civilized ”. This supports certain myths historically embedded in Japanese culture; so, too, does it reproduce certain power orderings in contemporary society 1. men and women belong to certain domains and rarely cross over without the appearance of specifiable exceptions In many ways women are “ naturalized ” and men are “ civilized ”. This supports certain myths historically embedded in Japanese culture; so, too, does it reproduce certain power orderings in contemporary society

Results: in a nutshell 2. gender is almost entirely unambiguous and nearly exclusively heterosexual: few cases of “ third sex ” gender appears there are few representations of homosexual interaction. Ad discourse, in this regard, is consistently exclusionary; its gender framing is “ loud and clear ”. 2. gender is almost entirely unambiguous and nearly exclusively heterosexual: few cases of “ third sex ” gender appears there are few representations of homosexual interaction. Ad discourse, in this regard, is consistently exclusionary; its gender framing is “ loud and clear ”.

Results Reproduction of a univocal gender discourse. One in which, women and men are "gendered" by:  habitable domain  emotional state  sexual preferences and practices  Spirituality  (and even) meta-physical abilities. These representations that can be said to be a ready, consistent, constant frame for gender discourse in Japan today. Reproduction of a univocal gender discourse. One in which, women and men are "gendered" by:  habitable domain  emotional state  sexual preferences and practices  Spirituality  (and even) meta-physical abilities. These representations that can be said to be a ready, consistent, constant frame for gender discourse in Japan today.