BLOG 2 - Advertisement

A three page ad for men’s cologne enhance some stereotypes of gender differences. The ad asks “Do you want to be the one she tells her deep, dark secrets to? Or do you want to be her deep, dark secret?” The last page advises men “Don‘t be such a good boy.” In this ad, a man stands while two identical blonde women lean on him. The women look at the man adoringly, but he doesn’t look at either one of them; he doesn’t seem to be paying any attentions to either one of them. One of the women pulls the man’s shirt from the left and looks at him like she seriously needs his attention. The other woman leans on the man’s right shoulder and gives him an “I know what you are thinking” look, but still looked like she needs his attention herself. The man smiles with his hands crossed. This ad appeals to certain type of audience of which is primarily alpha males.

The man crosses his hands and smiles so arrogantly while the women seek his attention. Judging from the settings, he seems not to care about them. He appears to be confident in himself, probably, because he feels he is in control of the women. According to “Gender Role Behaviors and Attitudes” by Aaron Devor, egoistic dominance, self-confidence and tough appearance are characteristics of masculinity. Furthermore, the man wears a loose silky black shirt with the upper buttons open showing his chest. According to Devor, wearing clothes that show body size and structure appears to be masculine.

The ad asks “Do you want to be her deep, dark secret?” and also says “Don’t be such a good boy”, from looking at setting of the ad, the secret could only be one thing; the man is probably sleeping with both of the women. The whole idea of a man sleeping with two identical women without the knowledge of either one of them shows deceit. This act works in favor of a popular stereotype among women that all men are liars and cheats.

Judging from the setting of the ad, the two women crave the man’s attention but he ignores them. This ad thereby depicts women as weak, submissive to attractive men and attention hungry. Submissive behaviors, by Devor, are characterized as feminine behavior. Further insight on the ad reveals that it suggests that beautiful women are attracted to men who ignore them or perhaps mistreat them. This ad is dangerous in the sense that it degrades women and encourages men to disrespect and mistreat women. It also promotes the belief about women being the weakest in the society.