Buying into the Ideal Performance of Womanhood: Gendered Marketing in the Recontextualization of “She’s Always a Woman” for John Lewis’ Advertising Campaign
Bibliographic record
Abstract
This paper investigates the role of Fyfe Dangerfield’s cover of “She’s Always a Woman” by Billy Joel, within the presentation of heteronormative gender roles in John Lewis’ 2010 advertising campaign. After outlining the narrative of the advertisement and the ways in which the female protagonist is gendered from girlhood to womanhood, this paper draws upon the work of feminist scholar Judith Butler to problematize John Lewis’s portrayal of gender to show how it perpetuates heteronormative stereotypes. Then, drawing on theories of popular music surrounding identity and the importance of lyrics, John Lewis’ use of Fyfe Dangerfield’s cover is analyzed, outlining the way in which the music strengthens a simplistic narrative of ideal girlhood and womanhood, as well as how it encourages potential customers to identify with the brand. The paper then questions whether John Lewis is able to challenge heteronormativity due to their established brand identity or whether the responsibility falls upon the society, and concludes that it is essential to challenge the function of gender and music within advertisements.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.004 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.001 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".