http://www.genderads.com
I've chosen this advert for Skyy Vodka to exemplify gender roles and how they are represented in the media. The advert connotes a lady sunbathing, with a man with an empowering stance stood over her, 'the look is largely controlled by men.' (Coward, 2000, p.33) What the quote is saying is that men are the ones that control the way in which women are portrayed, the advert objectifies the woman, it focuses a lot on her and her body, the man is fully clothed which helps draw the attention to the woman's figure, especially her breasts.
The lady is giving know challenge towards the viewer, it's as if we are encouraged to look, 'Those fantasy women stare off the walls with a look of urgent availability.' (Coward, 2000, p.34) The woman in the advert is a symbol of the mans (the viewer) fantasy, and this is used as a tool to grab the male audience attention. By having no eye contact with the lady herself we feel obliged to look, and no challenge is to be shown otherwise.
With no challenge towards us looking, men feel comfortable and secure with the fact that they are never going to be challenged
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