Construction of gender (Essay)

In this essay I will be analyzing two adverts in order to identify how the media industry portrays gender. Gender is socially constructed it's not the same as sex as it can be chosen by an individual whether they want to be identified as male or female or to be gender fluid. Additionally, in this advert I will underline how the media follows the idea of patriarchy through objectification or whether the two adverts I have chosen go against gender inequality. Patriarchy reflects a male dominant society this can be shown through ideologies etc. 

  

This advert connotes a man and a woman who look as if their intimate with one another. The way in which gender inequality has been projected is through the woman and the man's posture and facial expressions as well as their dressing. Moreover, the fact that the target audience for the product are men connotes that the woman has been incorporated because she is visually appealing to men even though she doesn't directly fit the demographic. The advert goes further on to conforms with stereotypes for example the man's hand is on the woman's back which is a sign of being in control as well as protective whilst the woman leans onto the man's chest as if she is dependent on him, making her look vulnerable also the fact her eyes are closed and that her mouth is opened signifies that she adores him, whilst his face if turned away from her as if he does not have the same admiration for her therefore making her seem desperate highlighting the idea that men aren't very expressive in terms of their feelings, his mouth is also closed presenting him to be submissive. In the advert he is shown to be superior to her, hence ensuing the ideology about masculinity and reinstating a patriarchal society. Another way inequality is connoted is through the iconography; the man is wearing a suit which has a connotation of a business man underlining the idea that he is successful adding on to the other attributes which have been shown for example dominance again linking back to the ideology of masculinity making it seem like every man should have these attributes because it makes you masculine whilst the woman is not wearing anything which makes her seem as if she is giving him her all linking back to the idea of her being dependent also this presents her as sex object, this is objectification of women. A further connotation of this is that the perfume would essentially make you irresistible to women, this is connoted as she looks as if she is smelling his face. furthermore, a mid-shot is used which allows the chosen demographic to view the whole image in detail, the editing technique which are used is dissolve on the man's suit this was used in order to signify the mise-en-scene; the location seems to be secretive by the curtains that only denotes the silhouettes of the buildings, not only this but the man's suit is black; black is connoted to be a professional, mysterious and powerful tone as it takes over light. This associates with the fact that not much is given off about the location; the background has also been blurred, making the demographic's main focal point to be the two people in the advert and the product. High-key and low-key lighting has been used in the advert for example the product is lighter connoting the products significance despite the image of the two people. The anchorage text is used in order to inform readers about whom the demographic is; it says "a new fragrance for men".

This advert connotes a man who is looking up at the woman's as he rises up from the water, the man is placed in between her legs which connotes the woman to be a sexual object. The adverts demographic are men this presents the male gaze theory as the woman will be depicted by men from their masculine point of view. The man doesn't have direct address with the audience instead he is fixated on the woman standing above him, making it seem like the woman is a goddess, additionally the fact he is looking up reflects her power over him. A further connotation about the woman's legs being opened is that she is inviting the man in, making her seem easy.  Furthermore, the anchorage text "real men score" against the image implies that if you don't score, you're not a real man, this uphold the heterosexual mentality, moreover the woman's vagina can be interpreted as the goal presenting women as a prizes and also a sport however, the colour contrast with the anchorage as it's in pink therefore not conveying with stereotype, as pink is not normally associated with masculinity it's normally linked with being feminine. High-key lighting has been used because this conveys positive emotions. Additionally, both of the cover stars are wearing minimal clothing which objectifies both men and women as it connotes the ideology that women have nice smooth legs whilst men have a fitness physique. The colour of underwear both of the cover stars are wearing is black; black is secretive and mysterious as a result the target audience don't really know what's going on. The advert complies more with gender inequality than going against it. for example, the way in which she is standing presents her with the most power, and makes him seem like he is breath taken by her but the anchorage text contrasts against this as it presents women as part of a game.      Conclusion  From these two adverts i have learnt that the media industry objectifies women in order to captivate the demographics attention this especially works when the demographic are men as they are attracted to the women; unconsciously affecting women's self-esteem  because they are being shown an image which is desirable to men, whilst men would aspire to be the man in the advert because he attracts women and his body is appealing to the opposite sex, furthermore I learnt that the perfume advert doesn't always link to the product for example the Calvin Klein advert has nothing to do with the woman in his arms.  These two adverts projects how gender stereotypes are still prevalent in advertising, as women are still being connoted as sexual beings whilst men are being shown as society's ideal of masculinity. Lastly the introduction of the new gender stereotyping in advertising is positive as it's bringing light to the issues at hand in order to change the way gender is portrayed to the public.