Men's Womens By Steve Craig Analysis

Since the emergence of advertising in American culture one thing that has remained constant is the visible truth that men and women are portrayed differently. In consideration to the evolution of man kind gender roles have evolved immensely throughout time, although advertisements have not kept up with this process of evolution. Companies to this day use their tactics and skills to reach out to specific genders such as pretty fonts with a stylish message, while advertisements towards men portray the character as strong and intimidating. The typical viewer can easily spot the difference in the portrayal of genders. Men are portrayed this way because the viewers look up to these characters, they want to be

What is it that drives commercials towards their target audience? Commercials can be for a certain age, race, and sometimes even a certain gender. Pop culture has influenced the minority groups and shed light to women 's rights or so it was thought. 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 a particular gender. What is interesting is it shows a false image of the opposite sex to the audience being portrayed toward their preferences. It is the image the audience wants to see that appeals to them. This is all in an attempt to sell their products and take advantage of our desires and anxieties. Craig shows commercials brings gender norms that produce the ideas of what a man’s man and a woman’s woman which is why he would agree with Shaffer because it promotes an old way of thinking.

Contemporary visual media contributes to the social construction of gender in that the way that men and women are portrayed in advertising is vastly different.

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.

In Jib Fowles article, “Advertising’s Fifteen Basic Appeals”, he shows us fifteen ways commercials try to appeal to people around our country. The need for sex, need for affiliation, the need to nurture, need to aggress, need to achieve, need to dominate, need for prominence, need for attention, need for autonomy, need to escape, need for aesthetic sensations, need to satisfy curiosity, and physiological needs. These needs are all how companies appeal to our needs to interest us into buying their product. These appeals can be seen in almost every

Steve Craig, in his article Men’s Men and Women’s Women especially define how different sexes in advertisement can influence a particular audience towards a product; one stereotypical method he describes is “Men’s Women” (Craig).One such ad using sex appeal, and a basic structure of “Men’s Women” to bring in customer was made by BMW in 2008 to sell their used cars. BMW, which is a world-renowned company known for its performance heavy automobiles, targets a male audience by comparing a gorgeous woman to their cars.This ad by BMW, who no doubt make amazing cars, degrade women through its message, and it enforces Steve Craig’s “Men’s women” tactic, but this ad also goes a step further and displays the ever-present patriarchy in advertisement overtly.

In the article “Men’s Men and Women’s Women” by Steve Craig, the author mentions about the ways that commercials and advertisements use to get attention from their customers. Steve divides the audiences into four categories, which are "men's men", "men's women", "women's women", and "women's men". The "men’s men" is the men’ affection to other men, which has a high opinion of power and domination. The "men’s women" is the women’ attraction to other men; the young and sexy women are often chosen to be the model of this advertisement . The "women's women" is the women’ influence on other women, which often build characters such as housewives, mothers, and successful and elegant women; however, it does not focus on the women's bodies a lot.

In Men's Men and Women's Women, Steve Craig explains how commercials and advertisements uses opposite sex to attract target audience. He indicates how there are four categories that identify these type of audience. There are men's men which are men who influence other men, men's women are women who attracts men, women's women are women who influence other women and women's men are men who attracts women. By doing so, advertiser take these methods and create ads that are designed to attract audiences emotions and

As what we see in the advertisement, that the media is the powerful and persuasive message. That the formation of views and attitudes, values and behavior of people. Any form, is important roles to influence our thinking in how to display a man and a woman. They play important roles provide an understanding of the viewers about gender roles that play in the real world. So, here is the link shows male stereotypes in TV ads https://www.youtube.com/watch?v=anbsr_EitCc. In this, add I have depicted male as a handsome, attractive, and powerful. The advertisement shows that how men should look like. So the advertisement detached to the things that represent the manpower and charisma in his young age. The implicit or explicit message of media

Within the sphere of advertisements, there is an impression of an underlying and major difference in the way men and women are interpreted. The advertising business uses several techniques in order to draw the crowd they want to their products. The most common theme is the use of good-looking people, so a viewer will pay more attention and likely be able to make a connection with the product. This introduces the argument over the difference in the schemes between attracting men versus women viewers. In advertisements aimed at men, there are more aggressive males who are usually tracking down power, speed, wealth, or physical and business supremacy. Flattery is a shared theme throughout commercials and ads for men. Advertising companies try to appeal to a man by making claims of maximizing their performance for a specific task. Companies give the product characteristics of making a man faster, tougher, or superior. However, women are shown in an entirely different light in the advertising realm. Instead of being publicized as strong and powerful people, women are typically given a domestic or familial role. Females are often stereotyped as housewives and shown as only being capable of cleaning, cooking, and bearing children. Products for women favor being cute over being assertive, and urge women to stay pretty and wait for a man to take care of anything other than housework. If they are not shown as a homemaker, women are oversexualized and made to be seen as

There are many ways advertisement can persuade one person to buy the specific product. Making advertisements is not an easy task. It takes a lot of time to make one good advertisement. Before even start making an advertisement, they need to determine who will be the audience. Whenever someone open television, they will see many kinds of advertisement playing every single minute, however, only one can successfully persuade someone with their product. To persuade them they need to play it on correct time and channel.

In the marketer’s eyes, in order to attract people’s attention on what they want is to first segregate the commercial in to which type of person the product is going to be sold to, then break it down in an obvious way – showing major differences in the general public’s interests, sorting ‘the consumer’ down to a more focused group of people; as if one were looking past a continuous stream of red squares, then notice’s a blue square, he or she will notice the blue square standing out from the red squares; the blue square being the advertisement that fits to that person’s personality. For example if there was a commercial for a truck produced by a typical American organization, the advertisement shows masculinity and manliness in extensive ways, with mud, heavy weights, and other things. With a Victoria’s Secret advertisement, the milieu is very sensual and scandalous, showing light colors such as pink or white, all while having a soft, fluffy tone to it. There is no escape in gender roles and profiling when it comes to marketing; people who want to sell their product will use the most effective means necessary, no matter if it is morally sound or not . If companies were to have general broadened commercials, then summarize a product and ends up not narrowing down to specific consumer needs, then in most cases it would not interest the customer and could quite possibly render the purpose utterly useless.

In this assignment, I reviewed commercials that occurred during 2 programs recorded on my DVR. The first show was Being Mary Jane, a show that comes on BET and the second was Truck Tech, which airs on Spike. In this paper, I will evaluate the commercials which aired during each show to look for differences in the ways that men and women are depicted in the media and the implications that result from those depictions.

Nowadays, sex appeal is essential element for advertising; sex is everywhere that has been becomes the media constant companion. Sexual in advertising has many types such as nudity, sexual behavior, physical attractiveness, sexual referents and sexual embeds that make sex is exist in advertising across many forms (Reichert & Lambiase, 2003). Therefore, Reichert (2007) state that sex in advertising has been defined as advertising tool for a wide variety of products that use sexuality in the form of nudity, sexual imagery, innuendo, and double entendre. Shahid as cited in Reichert (2007) said that sex in advertising really works in some products, at least for advertisers like Calvin kelvin, Dolce & Gabbana and Victoria’s Secret. They are successful through use erotic appeals to get commercial success. A message if want has opportunity to influence viewers, at least let their seen or heard, use sexual in advertising is effective approach, therefore, sex used in advertisings primarily to attract attention to the advertising (Reichert,2007;O’Barr,2011再找2个) . Sex in advertising

“The gendering of programming allows the industry to provide the proper audience for advertisers by constructing shows pleasurable for the target audience to watch, and one aspect of this construction is in the gender portrayals of characters” (Craig, 188). Advertisers use many approaches to make their product more attractive for us to purchase. One form of using different approaches is using stereotyping by gender. This idea is focused on attraction; for example, a woman is going to be more attracted toward the handsome looking man and associate that product with him or associate the product with personable looks. Using this idea, advertisers intentionally put attractive men or women in their advertisements to create a more attractive theme for their product. In most of their commercials, Fiat, has tried to make their commercials distinctly different or interesting. Analytically “pulling apart” one of Fiats commercials can show how advertisers are using different non-conformist plot ideas, the idea of “a man’s woman,” or a perfect woman from the man’s point of view, and the idea of a shifting “geek” culture.