Masculinity In Advertising

It has been reported that “Women spend at least twice as much time as men on domestic work, and when all work – paid and unpaid – is considered, women work longer hours than men do” (United States Statistic Division 1). Mothers today are expected to pursue their dream careers yet simultaneously raise a family. In a stereotypical household women are expected to complete all of the household chores: cooking, cleaning, laundry etc. While a man’s job typically consists of working outside of the home for a majority of the day. There is an anticipation that the woman will finish the daily household maintenance prior to the husband’s arrival. Men in our society have exceedingly high expectations for women. Women are expected to be docile creatures. A Lynx Dry male deodorant brand has recently produced an advertisement that expresses these unrealistic servitude anticipations of women. The contents in the advertisement …show more content…
Advertisements that convey similar messages to those of the Lynx Dry deodorant brand are disgraceful. Women are seen as subservient creatures that are encouraged to keep disrespecting themselves for the power of masculinity to thrive. Women have a standard that they must live up to when it comes to satisfying men. There is a subliminal pressure for women to serve men in any way they can whether it be sexual or domestic. Women are also viewed as passive people who show no interest in confrontation when it comes to forced sexual behavior and expectation. According to the media women are expected to find gratification in pleasing men and expect no reward in return. When women are seen in this sort of manner all integrity and self respect is lost. Women are looked at as objects rather than actual compassionate and logical human beings. The advertisement also encourages women to be whoever the man wants them to be, it strips them of individuality and creativity and ultimately rejects who they really