Author Diane Barthel confirms this social gender expectation in her essay “A Gentleman and a Consumer,” “[T]he masculine model is based on exactingness and choice… There the keywords are masculine terms: power, performance, precision” (Barthel, 117). When this concept is applied to the copy of the Degree advertisement, immediately the viewer can observe the words “performance” and “intense” in bold text, followed shortly with the phrase “made for men.” The use of these masculine terms help to support Barthel’s observation that in order to sell grooming products advertisers use “overt reference to masculine symbols, language, and imagery…” (Barthel, 120). By using a comic book theme and traditionally masculine keywords, Degree distances its product from the perception that body care is reserved solely for women, it gives its deodorant a masculine appeal and leads the audience to believe that the deodorant is a source of power and
Author Diane Barthel confirms this social gender expectation in her essay “A Gentleman and a Consumer,” “[T]he masculine model is based on exactingness and choice… There the keywords are masculine terms: power, performance, precision” (Barthel, 117). When this concept is applied to the copy of the Degree advertisement, immediately the viewer can observe the words “performance” and “intense” in bold text, followed shortly with the phrase “made for men.” The use of these masculine terms help to support Barthel’s observation that in order to sell grooming products advertisers use “overt reference to masculine symbols, language, and imagery…” (Barthel, 120). By using a comic book theme and traditionally masculine keywords, Degree distances its product from the perception that body care is reserved solely for women, it gives its deodorant a masculine appeal and leads the audience to believe that the deodorant is a source of power and