Mirna I. Madrid
Professor Bombach
English 1301
14 June, 2016
Men’s World Throughout the years, media have used sexism to brighten their products and brands, targeting specific sectors of the population. For example, some advertisements have targeted men and women for decades, embedding the idea in their minds that women “love to be dominated.” Several brands of diverse products such Chase & Sanborn coffee depicted women being spanked by her partner during the 1950’s, Van Heusen clothing in the 1960’s portrayed women’s subjection, by skewed attitudes towards men and Max shoes during modern times diminished women by portraying a female model strapped to a man’s shoe. These are only a few examples of outrageous compiled images used to convey …show more content…
The man is sitting in a wooden chair, proper from the 1950’s style. She is on his lap facing down, surrendered to him, with a terrified look. She is looking up to the man, extending one arm touching his back, as if she was imploring compassion. This image emphasizes the man’s hand in the air, insinuating “the punishment” can be avoided by testing the product before it is purchased, and making sure it is fresh enough to please the male figure. A decade later in the 1960’s sexism did not cease, instead was exposed in a different approach (see fig. 2). Van Heusen is male clothing company founded since 1950’s (Wikipedia), famous for their male clothing line and controversial advertisements. This tie advertisement is not the exception. Clearly without subtly, this message coached men to discipline women to “know her place.” In this advertisement Van Heusen seems reluctant to see women as an equal individual.
The graphics effortlessly support the oral message of this advertisement, subordinating women by illustrating a woman on her knees portraying a “happy servant.” At the same time, they conveyed that for women, cooking, cleaning, and obeying her partner will keep him and her happy. This can be interpreted by the smile on both of their faces while he lays in bed with his Van Heusen tie and she serves him like a servant would serve a …show more content…
Although many people believe that discrimination against women is no longer existent. Society still treats women with inferiority. An example is that some sports and job still male dominated. Advertisements have dominated minds, throughout the years. The advertisement industry makes millions of dollars by telling consumers what they need to buy and how to treat each other in order to reach happiness, and live the ideal picture of life. Chase & Sanborn, Van Heusen, and Max Shoe are different products, but all three have the same idea of women subordination and male domination. I order to live in a perfect world the advertised products need to be consumed. This theory has survived for several decades and society has the power to one day stop letting media dominate lives and
Professor Bombach
English 1301
14 June, 2016
Men’s World Throughout the years, media have used sexism to brighten their products and brands, targeting specific sectors of the population. For example, some advertisements have targeted men and women for decades, embedding the idea in their minds that women “love to be dominated.” Several brands of diverse products such Chase & Sanborn coffee depicted women being spanked by her partner during the 1950’s, Van Heusen clothing in the 1960’s portrayed women’s subjection, by skewed attitudes towards men and Max shoes during modern times diminished women by portraying a female model strapped to a man’s shoe. These are only a few examples of outrageous compiled images used to convey …show more content…
The man is sitting in a wooden chair, proper from the 1950’s style. She is on his lap facing down, surrendered to him, with a terrified look. She is looking up to the man, extending one arm touching his back, as if she was imploring compassion. This image emphasizes the man’s hand in the air, insinuating “the punishment” can be avoided by testing the product before it is purchased, and making sure it is fresh enough to please the male figure. A decade later in the 1960’s sexism did not cease, instead was exposed in a different approach (see fig. 2). Van Heusen is male clothing company founded since 1950’s (Wikipedia), famous for their male clothing line and controversial advertisements. This tie advertisement is not the exception. Clearly without subtly, this message coached men to discipline women to “know her place.” In this advertisement Van Heusen seems reluctant to see women as an equal individual.
The graphics effortlessly support the oral message of this advertisement, subordinating women by illustrating a woman on her knees portraying a “happy servant.” At the same time, they conveyed that for women, cooking, cleaning, and obeying her partner will keep him and her happy. This can be interpreted by the smile on both of their faces while he lays in bed with his Van Heusen tie and she serves him like a servant would serve a …show more content…
Although many people believe that discrimination against women is no longer existent. Society still treats women with inferiority. An example is that some sports and job still male dominated. Advertisements have dominated minds, throughout the years. The advertisement industry makes millions of dollars by telling consumers what they need to buy and how to treat each other in order to reach happiness, and live the ideal picture of life. Chase & Sanborn, Van Heusen, and Max Shoe are different products, but all three have the same idea of women subordination and male domination. I order to live in a perfect world the advertised products need to be consumed. This theory has survived for several decades and society has the power to one day stop letting media dominate lives and