The Stereotypes Of Women In Advertising

In addition, both genders are depicted in ways that reinforce sexualized stereotypes; the femininity of the woman model is shown by her body, clothes, and actions while the male’s masculinity is shown through his muscles and predatory stance. In the advertisement, the woman model is wearing a white dress suggesting she is pure, innocent, and beautiful. However, her purity and innocence is sexually challenged by her exposed shoulders and cleavage because of her strapless dress. Additionally, the way her body is positioned, twisted to the left, shows the camera angle as also emphasizing her bare neck and chest as well. This supports the stereotype of how female models are shown to appeal to male’s desires and attract males as an audience (Jhally Codes of Gender). Another stereotypical female characteristic is portrayed through the …show more content…
Goffman described this childish act of women as infantilized (Jhally Codes of Gender). However, the male is depicted as the opposite. The male models muscles are protruding to show how strong he is. This idealizes the images of males; they are strong, confident people which is shown usually through an active, muscular male (Jhally Codes of Gender). Another aspect of the ad that portrays his masculinity is by securing his arm around the female model. Male models are usually shown in ad in predatory poses according to Jhally (Jhally Codes of Gender). In this pose, the male is portrayed as predatory. Furthermore, the ad suggests that he is staking a claim on the woman; that the woman is his to protect and dominate over. Jhally also said that when applied to other people, this pose create a territorial and commanding atmosphere which is shown in this ad as well (Jhally Codes of Gender). The male model reinforces masculinity because his hair is black and he is wearing all black