Men in Commercials
The characters of males in advertising has changed over time. In the earlier days of print and television advertising, as well as on the radio, males were the alpha and usually domineering over the subdued and submissive housewife. This has changed in the modern time and males are now on equal footing or are dominating by females
Evidence:
Marlboro Man as embodiment of physical masculinity
Evidence:
Male as physically dominating over female.
Evidence:
Male as submissive to female. Physical strength is marginalized by strength of mind.
Males in advertising from as recently as thirty or forty years ago shows that he dominates over females. This has changed along with the present cultures gender psychology.
The purpose of advertising is to get people who see it to buy products. The ad is designed to convince the viewer that their life will be in some way improved only through the acquisition of said product. To do so, the creators must appeal to the viewing audience in the language of the potential consumers. One way this is accomplished is by utilizing the psychology of the current climate and appealing to the stereotypes of the...
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