Almost every advertisement that appears on television, magazines, or even newspapers serves more than one purpose. The first purpose would be to convince consumers to buy their product. The second role would be to express the gender roles of men and women. Steven Craig researched commercial advertisement that explains four types of gender roles, which are a Man’s Man, a Woman’s Man, a Woman’s Woman, and a Woman’s Man. A man’s man expresses masculinity and domination, but views women as an object. Men’s women are described to not only be objectified but also women desiring them as if they were some type of god. Women’s Women would be the stay at home wife who usually cleans and takes care of the children, like a nurturer. A Woman’s Man is described to be romantic, or someone who is caring in a relationship, and is willing to satisfy the needs and wants of a woman. In an Armani Ad, one will see a woman and a man having a romantic evening, but the ad will actually represent a Man’s Man and a Man’s Woman. There are two other Ads that will be discuss which has representation of a Man’s Woman and a Woman’s Man. Men and women still adhere to gender stereotypes that promote patriarchal control.
From birth into adulthood, men are told to be tough and not to cry. When the thought of a man comes in …show more content…
In the Armani Ad, the woman who appears to be on the right hand side of the man seems to be more of an object rather than a significant other. She seems more statue-like rather than “wife-type”. It is as if the male only has her by his side in order to make him look better. Men’s desire is to be desired. A woman who can seduce a man and continuously linger around him causes some type of natural confidence, which makes a man full of himself, overly confident, and/or arrogant. Having that type of advantage over a woman makes a man feel in control, as if a woman is on a leash. Dominance and control was perceived in the Armani
From birth into adulthood, men are told to be tough and not to cry. When the thought of a man comes in …show more content…
In the Armani Ad, the woman who appears to be on the right hand side of the man seems to be more of an object rather than a significant other. She seems more statue-like rather than “wife-type”. It is as if the male only has her by his side in order to make him look better. Men’s desire is to be desired. A woman who can seduce a man and continuously linger around him causes some type of natural confidence, which makes a man full of himself, overly confident, and/or arrogant. Having that type of advantage over a woman makes a man feel in control, as if a woman is on a leash. Dominance and control was perceived in the Armani