In the article “Men’s Men and Women’s Women” by Steve Craig, Craig discusses how advertisers portray men and women in their ad, stating that they can be categorized into four categories, Men’s Men, Men’s Women, Women’s Women, and Women’s Men. Craig provides his analysis of four different advertisements showing the different gender images displayed in each. He explains that Men’s Men commercials reinforce “male fantasies in an environment of clear masculinity and male domination”, while Women’s Men portrays a man who is good looking, sensitive, romantic, and appreciates women. Advertisements in the Women’s Women category shows women having the “desire to attain and maintain her physical attractiveness”, while commercials categorized as Men’s
