An Understanding Of Coles�s Essay Through Susan Bordo�s Terms

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In �Hunger as Ideology� we see many different ads for
food products. One example is on page 151 where we see a young woman
sitting on a stool eating Jello. She has a slim figure and in the ad it
states, �I�m a girl who just can�t say no. I insist on dessert.� This
says to the consumer that you can eat all the Jello you want and still
remain beautiful, slender, and able to resist the overpowering urge to
overindulge in dessert. Personally I would believe and agree more with the
Dexatrim commercial, not the Jello ad, because it �constructs the more
realistic representation of women�s subjective relations with food.� The
commercial �shows a woman, her appetite-suppressant worn off, hurtling
across the room, drawn like a living magnet to the breathing, menacing
refrigerator, hunger is represented as an insistent, powerful force with a
life of it�s own� (142). This sentence alone gives a powerful example of
the true feelings a woman may feel towards food, or in the case of Jello ...

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to imagine the hardships, and at the same time realize that
there were people who may have just made the best of the situation by
giving themselves luxuries that they could afford. I feel that if Lange
needed so badly to stress the issue of �ditched, stalled, and stranded�
that she should have taken a picture that depicted this without further
editing, cropping, or cutting. Along with the interpretation of the
representation shown in these two essays, there is the term useable
knowledge that describes what the consumer or observer knows, but often
neglects because of the misconceptions that arise in the ads or photographs.

Bordo explains that most consumers can tell the ...

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