Gender is something that is identified in an individual at birth and birth. However, depending on society, there are many stereotypes regarding a person's gender. These stereotypes have become so massive that they are used everywhere, including in advertisements and commercials. Steve Craig, author of the article "Men's Men and Women's Women," explains his research into trends used by advertising agencies to sell their products. It explains how companies tend to exploit anxieties and fears differently across genders to market their products. Judith Lorber, author of "Night To His Day," explains how gender plays an important role in everyone's lives. How people are perceived depends on their gender and whether or not they live up to the corresponding stereotypes. However, advertising companies have abused these assumptions and taken advantage of society's insecurities. The frequent use of gender stereotypes causes damaging changes in media, such as in the Jimmy Choo Man perfume advertisement, by portraying women in negative ways while asserting male dominance, degrading women as objects sexual and perpetuating sexual fantasies. This therefore leads to gender inequality, economic discrimination and violence. Say no to plagiarism. Get a Custom Essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay The posture and stance of the models in the ad suggest that women fall prey to whatever men say, thus indicating a case of male domination which leads to inequality between the sexes. In the Jimmy Choo Man perfume advertisement, the models occupy strategic positions. The man is sitting in a relaxed posture in the middle of the advertisement. He has one leg raised as he grabs the female model's shin. The female rests on his shoulder with her other hand on the other side of him. However, surprisingly, her face is cut off from the ad and she is only shown from the neck down. Due to the tight control the man has over the woman, their position can suggest male dominance. The notion of male dominance can eventually lead to inequalities between the sexes. Lorber, while talking about the difference between the two genders, states: "Nevertheless, even though individuals can change their gender status, the boundaries between the sexes must be maintained, otherwise the entire gendered social order will collapse. will collapse. » Lorber explains that each gender has its own identities and statuses and that if these are not respected, society will not know what to do. She states that each gender has a certain boundary and limit that they cannot cross, otherwise they would be considered outside the norm. These boundaries make women feel inferior to the men around them. Lorber also explains that even though men and women hold the same position, they both have different titles. Usually, men have a title that makes them seem more valued in the company. A lot of times, women aren't considered as tough as men and aren't even taken as seriously as men. This helps society construct the idea of ​​male dominance. The posture of the models in the Jimmy Choo Man advert suggests that women aim only to please men, thereby instilling a case of male dominance that can lead to gender inequality. The outfits used in the advertisement depict women naked for men, leading to the assumption that women are slaves or sex objects,thus creating economic discrimination. In the ad, the man is fully dressed in several layers (shirt and leather jacket). On the other hand, the female wears very revealing clothing. She has visible cleavage and her leg is completely bare. The clothes worn by models can suggest that women are just sexual objects, not humans, for men. However, the idea that women are sex objects can eventually lead to economic discrimination. Employers, after considering fundamental gender stereotypes, may decide not to hire a female candidate over a man or, even if they do, may pay them less money. Steve Craig explains how the advertising industry primarily uses these gender stereotypes to sell their products. He explains how many ads focus on a woman pleasing men by being a sex slave or opposing them. After presenting his research, Craig concludes: “A threat to patriarchy is an economic threat, not only to men who may fear their jobs being filled by women, but also in a more fundamental way. » He claims that this economic threat is why these advertising industries use gender stereotypes to appeal to both men and women. They intentionally make women feel like they are made to please a man by always being ready to accommodate them. This leads society to view women as if they are worthless. The outfits used in Jimmy Choo's advertising depict women partially naked around men, leading people to think that women are sex slaves, which could lead to economic discrimination. The color tone used in the advertisement presents a very mysterious and sinful feeling. mood, thus perpetuating unreal sexual fantasies which can then lead to violence. The Jimmy Choo Man perfume advertisement strategically uses dark color tones to promote its product. Often, a dark room can suggest an environment conducive to sex. The use of colors in the advertisement is mostly dark shades of black and blue, with the exception of the female model's leg. This is important because it is the only visible “white spot” where attention would be focused. Due to the colors used, advertising may perpetuate unreal sexual fantasies. However, these sexual fantasies can lead to violence. Speaking of gender roles, Lorber says, "Sex doesn't come into play again until puberty, but by then sexual feelings, desires, and practices have been shaped by norms and standards." gender expectations. » Lorber thus attempts to assert that young adolescents' point of view on sexual desires is based on norms and on what they see growing up. Due to gender stereotypes, these teens grow up thinking that sex is supposed to be like porn, where a woman falls into a man's trap and gives in to him. However, this thinking can lead to rape, a form of violence. If a female does not consent, males grow up with a mentality that makes them think it is okay to take advantage of them, whether they are sober or not. Along with these sexual fantasies, the excuse that society has invented to validate these actions is “boys will be boys.” When adolescents are raised with this mentality, there is no doubt that they will take advantage of situations and use their gender as an excuse to validate their actions. The colors used in advertising suggest a sexual mood, thus perpetuating unreal sexual fantasies which can lead to.