Compare how media language is used in the construction of gender in two print advertisements for fragrances. (500-800 words Homework)

Compare how media language is used in the construction of gender in two print advertisements for fragrances. (500-800 words)

In the Boss “The scent” for men according to the patriarchal dominant ideology that it is upholding this man displayed seems to be in control and the camera shot exemplifies this as it is an eye level shot which justifies that this is ‘natural’ and ‘just’ that the male is dominant in this shot.

Whereas in the Calvin klein “Reveal” advert for women, the camera shot is a two shot as there are two people together a man and a women framed similarly to a mid shot the angle used is eye level to depict power and thus control.

Low-key lighting is used in the Hugo Boss advert, which contains predominantly dark tones to create a dramatic and mysterious setting, and is used to convey drama.

In the same way in the calvin klein advert the lighting used is high-key which feels airy and light and has been used to suggest an upbeat mood.  

In the Boss “The scent” perfume advert Theo James is wearing a smart suit, where as the woman has been displayed as a stereotypical patriarchal whore seems to be wearing barely anything.  The male gaze is challenged within the advert as the female is active, as she is the one looking at him and the male is passive, as he is the one looking away, therefore,  challenging stereotypes.   As if it is telling you, if you wear this fragrance women will become active in looking for you.

Whereas in the Calvin Klein advert, is the opposite, whereby the man seems to naked or clearly wearing less clothes than the woman.  So this upholds Laura Mulvey’s concept of the  “male gaze” as in this advert the woman seems to be seen as an object or sex object and is objectified, the male is active but it seems as though the female is too as they are both holding on to one another which could also depict that she is in control which would conform to the whore dichotomy which is a massive generalisation that also challenges the male gaze as she may not be fully displayed as an object for this reason.

The anchoraged used is “Hugo Boss The Scent The New Fragrance For Men” which fixes the meaning within the advert. In the same way in Calvin Klein’s “Reveal” advert the anchorage used is “a new fragrance for her hashtag reveal more” which is suggesting to women to be more like this woman.

It is likely that the images in both the adverts have been airbrushed in order to reinforce the element of perfection in the Hugo Boss advert and in the Calvin Klein advert.

These adverts are in a way displaying binary oppositions as it is pairing mutually exclusive men and women against each other as it seems both these adverts which appears to be against feminism.

In conclusion by looking at these adverts I have learnt that gender stereotypes are still prevalent in advertising but maybe not as obviously as in the previous era.  The dominant ideology of hetrosexualism, is prevalent in both the adverts, which demonstrates the  heteronormity in society therefore obviously designed to appeal to the masses.