Lesson 2 Gender and Identity

Fergie with Car advertisement 

In this advertisement there is picture of a singer by the name of Fergie. She is  being portrayed in a way that will attract men to buy this car. The message that the company of this car wants to get across is that 'if you guy it, a good looking woman will come along with it'. Some men get the idea that if they buy good looking sports cars women will come chasing after them which is sometimes thought to be true. The identity that is created is one that good looking women like men with nice cars. It portrays women in a general aspect. Not every woman likes a guy with a nice sports car but this is what the media shows.

Dolce & Gabbana advertisement

In the advertisement there is a nice built man laying his body across on a boat with a good looking girl laying next to him. What does this show? It shows that if you wear Dolce and Gabbana cologne a hot girl will come onto you while relaxing on this nice boat in the middle of the ocean. The name of this particular cologne is 'light blue' which is why they use the background of the ocean. The identity that is created here is similar to women standing next to nice cars and modelling. It portrays the same kind of message ' if you wear Dolce & Gabbana, a hot girl will come onto you '.

The way that men and women are portrayed can sometimes be deceiving. In the real world these things are not particularly true, maybe to some extent but not all. As a female, I can relate to the Dolce & Gabbana cologne. I like when guys smell nice because I am attracted to good smells. I personally would not buy a perfume or cologne because of what comes along with it. I would buy it because I like the smell and I want to smell nice.