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Power, Gender And Advertising - Papers

Power, Gender And Advertising

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 ...

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allegiance to their own gender becomes socially more important.
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 game" and demonstrate that they can be better than "Duke."
In the same advertisement, it is shown how Duke is blowing out the brains of a man, "burn'em, blast'em, or blow'em away -Duke's packing serious heat! Guns, girls, a fistful of attitude. His motto is clear.
Masculinity is also sometimes related with alcoholism. Beer commercial shows how a group of young men is having a good time while drinking beer. Then in reality, young men have to get drunk to have a good time without measuring the consequences (not shown on the advertisement).
Society is dealing with a lot of problems, and one of the most important is ...

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Power, Gender And Advertising. (2004, February 23). Retrieved April 18, 2024, from http://www.essayworld.com/essays/Power-Gender-And-Advertising/3489

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PAPER DETAILS

Added: 2/23/2004 01:25:04 AM
Category: Miscellaneous
Type: Premium Paper
Words: 739
Pages: 3

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