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Analysis Of ' Men 's Men And Women 's Women ' By Steve Craig

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What is it that drives commercials towards their target audience? Commercials can be aimed toward certain age, race, along with certain gender groups. Pop culture has influenced minority groups and shed light on women 's rights or so it may seem. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards male and female audiences. Interestingly enough these tv ads deliver a false image of the opposite sex to the audience catering to their preferences. It is the image of what the audience wants to see that appeals to them. This is all in an attempt to sell products and take advantage of our desires and anxieties. Craig shows how commercials bring gender norms that produce the stigmas of a man’s man and a woman’s woman, which makes it apparent that he would agree with Shaffer because it promotes an old way of thinking. Craig highlights the gender norms that are place on a woman’s body and how it connects to their value. This is what Shaffer would see as a norm that contains woman and holds them in a typical and unfair position. Craig shows how there are strong gender norms concerning a woman’s body in a Weight Watchers commercial. Craig says, “As in the Weight Watchers commercial, it is the woman’s body that is
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