power, gender and advertising

A detailed Summary of power, gender and advertising


When society thinks of a male figure, they right away portray images such as guns, sports, and muscles.

Most men (especially young men) identify with commercial advertisements. For example, the Gillette Company shows an commercial where a good looking man, with big muscles, half naked, and surrounded by three pretty women is shaving with the "ultimate razor", indicating that if men shave with this razor, they will be surrounded by beautiful women.

Manhood has been shaped by stereotypical representation in advertisement, thus creating the system of preponderant influence, authority, and dominance.

Historically, use of gender in advertising "has stressed difference, implicate, and even the natural dissimilarity of males and females" (Katz, pg.461).

The influence of advertising has a strong impact on men. A recent study done by Kolbe, Richard H., and Darrel Meuhling revealed that boys tend to be rigid in their rejections of any play initiatives demonstrated by female model. Moreover, it was also found that there is an element of social risk involved for both boys and girls, who wish to adopt opposite-gender behavior, specially as they grow older and allegian


Women who are victims of this horrible act, are influenced by society, letting them thing that their husbands own them and they can do whatever they want.

Also, advertisers should stop using violent or "macho" images, instead they should clear the representation given to the influence, authority, and dominance of the patriarchal scheme.

Society is dealing with a lot of problems, and one of the most important is violence. This influence is an important signifier of virility and power and hence an important part of the masculinity.

Moreover, authority plays an important role in masculinity. Advertisements like the Saab commercial described by Jackson Katz (pg.465) targeting an upscale, educated market, bills itself as the most intelligent car ever built." The muscle car with special conscience -which signals to wealthy men driving a Saab they can appropriate the working class- tough guy image associate with the concept of a muscle car.

For example, video game advertising starts influencing young boys with bloody and violent games like "Duke Nukem: Zero hour". This game shows a strong men dressed like a cowboy with a gun on each hand saying: "I'm the good and the bad. You just the ugly", inducing boys to "play his

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Approximate Word count = 846
Approximate Pages = 3 (250 words per page double spaced)

Category: Miscellaneous

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