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'The Nal< in recent1 By Nancy Young Gamecock Staff Writar "You've come a long way baby," the cigarette advertisement states. But have women really shed the image of being incompetent and dominated? Unfortunately, attitudes such as these still exist and afe fed by media ads to the public over 6,000 times a year. That is the sad message Jean Kilborne brought in her lecture Thursday, The Naked Truth: The Image of Women in Advertising. MS. KILBORNE, who is a doctoral candidate at Boston University, has been studying this subject for over ten years. Her findings were both frightening and enraging. Ms. Kilborne introduced her slide show presentation/lecture in the RH Ballroom by saying that the way in which these ads portray women harms both men and women. These magazine ads and television commercials influence the American public's view of who they are and who they should be. WOMEN, SHE points out, are generally shown as being either v *;r. .1 i u young, ucouiiiui cuiu suay ui utriug old, unattractive and sexless. The former is vulnerable, alluring and sinful; the latter is incompetent and worries about trivial things ? like which detergent to use. Men, on the other hand, must be strong macho types: they must maintain the self assured, violent, and tough i image. Kilborne explored the many different aspects of how the media treats men and women. First she noted the plastic image the ads present, such as flawless skin. Albei By Karen Wooten Gamecock Staff Writer "Einstein the Man" is, in effect, a string of Einstein-isms assembled to reflect the life and philosophy of its subject. Author-: actor William Landry conveyed the scientist's incredible insight, wit and concern for humanity Thursday at Gambrell Hall, but it T7?: i- *1 wcis Eiiiisticiu 5 wurus, more man Landry's interpretation, that made the play interesting. Landry's stream-of-consciousness presentation of Einstein's mougnts was incongruous with their meaning. It seems unlikely that Einstein's thought process was haphazard as portrayed. The clarity of his words was ill-served by their random presentation. PRODUCED BY the American Educational Theater, which Landry founded and directs, "Einstein the Man" served two purposes for the large audience it attracted. Primarily an easy class credit for astronomy students, it was also food for the all-American appetite for revelations about celebrities. Landry has whetted that appetite since the play's premier in 1977. F'irst as part of the centennial anniversary of Einstein's birth and then as part of the American Educational Theater's series "On the Shoulders of Giants," Landry has norformprl this 4c*-minnt#? nlau ' l"lV before almost 200,0(10 persons in 33 states. THE STAGE was set ? an overstuffed chair, a violin, a framed picture of Isaac Newton and a blackboard covered with equations. Landry, dressed in a tacky gray sweater, billowing trousers and bedroom slippers without socks ("What good arc socks? They only produce holes.") ECS1B :ed Truth' women's a t iml 1_1 J U 1 . _ - " i ne moaei aoesn i even uuve any pores," she quipped. The eye make-up, the lighting, and the camera angle create an image that is so unreal, so unattainable, yet women are expected to conform to |||f| it. une member in tne audience commented afterward, "Even Cheryl Tiegs doesn't look like the Cheryl Tiegs in the photographs." The tall, thin, leggy image is another conformity women must face. So there are the diet pills and books (which sell by the millions) to capitalize on this market. KILBORNE ALSO pointed out the ads which play on the feminist message like the Virginia Slims cigarette ads. Thus, feminism is linked to smoking. It should come to no surprise that smoking among female teens has riser - ._ .' . William Landry as Alb shuffled in and mumbled in ar incomprehensible German accent which gradually improved during the performance. ftinsiein was born in 1879 ir Germany. It was not a very gooc time or place to be Jewish, but he said that he didn't even know he was a Jew until he started going tc Catholic school. Later, of course he became proud of his heritage and was a dedicated Zionist. EVEN HIS intuitive knowledge of theoretical mathematics anc i physics could not help the misfil adjust to school, which Landry-as i Einstein said was a "comedj i (that) became a bore." Not onlj was he unable toj^emember words; and dates, neither could he un i derstand why he should have to. ! Eventually the young mar , dropped out of high school. Landrj exposed idvertising astronomically. On seeing th Secret deodorant ad, Kilborne saic she didn't realize that beinj liberated meant having nic< ^ smelling armpits. Advertisements also set a doubW standard. Women are told to b< innocent, experienced, mature am childish. Kilborne was referring t< ads such as Loves Baby soft lotioi ("Innocence is sexier than yoi think"). This linkage o childlikeness with sex looke< outragiously perverted in an ad fo Macy's Department store. Thi ? i~ _?? u ~ i 3 ? i:t?tA r>:> pnuiugi ctpil SI1UWCU d IllUC gll topless holding bottles and doc tored up to look like a cleavage The audience was enraged. WOMEN ARE often shown a dominated beings. Liquor ads sucl as the Black Label ad shows . woman in gold bands around he neck and her arms. Another a' tells men to "Chain your woman i 14 carat gold." This image hurt men as well. Men tire told to b tough, macho and violent. Montf orlc frnm nidaaHc t 1T1UHJ UV40, 11 Wlli Vl^Ut WW UMU V men's shoes, show the man lookin toward the camera and the woma is placed below him, looking ac mirably at him. As Kilborn pointed out, this mal dominating/female submittin image sometimes takes on violent tone. KILBORNE OFFERED som * 11 l. Ok liuuuui d^cmciii uiuugu. on pointed out the positive ads. Sh used the Maxwell House Coffee a depicting two women having i friendly cup of coffee. This ad, sh j notes, shows women on friendi ; terms ? not the bitchiness that i so often portrayed in other ads. A a is alive < : -:.jr 13 B//-:%::ft-x :'a^H' - v^vir^rKulBSi^D r-. ert Einstein in Gambrell Hall A ut \ quoted, "I could see that tl t deliberate intention of the sta ; was to mislead youth." But 1 believed in logic and rationalis t and later resumed his educatio I When he submitted a now-famoi ; paper as his doctoral thesis, it w< h Knr>n?icn i u?ao , t vjwr.VU WV/VUUOV II VYUO IUU DI1W1 ) "So l added another line," Landi , quipped and shrugged broadly. EINSTEIN WROTE that pap and three others while working ; ; a clerk in a Swiss patent office, ai I in them he explained the theory t relativity for which he won the 19 Nobel Prize. "I'm not gifted, ju r passionately curious," I>and r said. "I just asked the simf ? questions: what is light?; what - time?; what is space?" Because of his shy and simj 1 nature, Einstein was troubled r his tremendous fame after t f? ~~J ?L, > : '\\ s ^ V.: \ \' > 1 3 BBBife- . "Bft'St^2?? i if ik. ML 1 plillll ML n ; 1 A e W I 11 :? V:.\;:H|.- '' '; - e jp|al!?llll e S ) ' " V * a Jean Kilborne explains the ma ? affects men and women in the c e example ? the Hanes pantyhose le commercial, showing a man with a d date looking at another woman's a legs ? denoting that women must le be competitive to vie for men's ly affections and that men are is basically unfaithful. kn Ms. Kilborne's lecture was nrrtd John PnmnM GAMECOCK iitorium last Thursday. le theories finally were understood te and accepted. He was baffled by le public interest in him and m preferred to be left alone. "I do not n. find it easy to talk with reporters," js Landry's Einstein said. "There is as an old German proverb that says t. nobody can get used to being ry hanged." WHEN HITLER gained power in er Germany, Einstein's thoughts, as turned from physics to id metaphysics. "Reality and truth," of he said, "depend on one's per22 ceptions," and he perceived that st the Nazis "acted as if six months ry ago they had their brains am>le putated." is He renounced his German citizenship and came to the United )le States. It was not long before he by was being called the Father of the he Atomic Bomb, an appellation he afc f^||lB|n^^^^^?|i|' '/'. -': ? . b. ?&: ' \<^^'^,'---< ?? I * ' r 4-,"f > ' : > :' : : ' . V.%- vV-'''r "''V'" Barry Newman ? GAMECOCK ny different ways that media fl re II m r\ rn T<in?pr/o? vu<? vi/iri l If *- # ???" f sponsored by the Ideas and Issues Committee of the Russell House University Union. Her message carried the tone of, "Let the buyer beware." As she noted in her lecture, "consumers should not turn things into lovers, nor lovers into things." tusc resented. "The discovery of the nuclear chain reaction need not bring about the destruction of man any more than the discovery of ... matches," Landry said as he lit his pipe. EINSTEIN DESPISED war and weapons, and like many Hicilllicinn<vl f hi nUorc aflar tVio VUk^lliUUIVtlVU VUlimVA O- Ui IV/i Ult world wars, he eschewed nationalism as "madness." Extreme nationalists, he said, had their "brains given by mistake; backbone is what (they) need." Truth and responsibility were the scientist's most basic beliefs, and his most fervent hope was that his work would somehow benefit mankind. After his less-than-capable portrayal of Einstein, Landry peeled off his wig and mustache, lit a cigarette and invited questions from the audience. He admitted that he knew nothing about science, but knowledgeable astronomy professors in the audience helped when the actor got in over his head. ...U.. 1 41 .U* IL. ??nt?i aoivcu wiiy lit* iiiuu^iH lilt? public has always been fascinated with Einstein, Landry was not at a loss for words. Einstein was a science superstar, he said. Nobody understood his theories, so he was mysterious. He was a loner and so, enigmatic. He was witty, articulate, and he "looked neat" to boot. Landry was right, and his play has exploited the public's fascination for more than two and a half years. Although structurally imperfect and badly performed, "Einstein the Man" was nevertheless an interesting glimpse into the personality of a man who, though dead for 25 years, remains in the American consciousness as the exemplar of genius.