Masculinity In Gillette's 'Get In On The Deal'

Men in advertisements are conventionally shown to be very masculine, independent and not have any weaknesses. Most adverts don’t tend to break these conventions. In Gillette’s “Get in on the Deal” advert, men follow these conventions of masculinity. All the men wear dark coloured suits and jackets which are typically associated with masculinity and men. They’re all shown to act darkly and enigmatic as well as being quick to judge.

Although in Chanel’s “The one that i want”, the man in the advert breaks the conventions of masculinity; He’s shown to have a weakness, the regret of leaving his wife. At the theater, he’s shown to be crying but is trying to hide this vulnerable side which is unconventional for masculine men. Following on, the man in Chanel’s “Amelie” advert is shown actually to need a women and is trying to find her, which breaks the convention of masculine men being independent.

Furthermore, Men are also shown to not always be perfect and often make mistakes. This is both shown in Lynx’s and Chanel’s adverts. The man in Lynx’s advert is shown to make the mistake of eating Wasabi and in Chanel’s “The one that i want”, the man runs away and then regrets it. This mistake they both try to hide from the women in the scenes to hide that …show more content…
Male’s Gaze Theory is the theory that the camera has a masculine point of view and presents women as objects of male pleasure; Chanel’s “The one that i want” follows these conventions. The first shot we’re presented with is of a woman in a very sexualised swimming costume, supporting that the advert follows Male’s Gaze theory. Additionally, in the advert, the woman’s body is focused on by the camera. Although, in Chanel’s “Amelie” the woman isn’t really sexualised and wears quite modest clothes which is unconventional for women in adverts and therefore not following Male’s Gaze