power, gender and advertising

POWER, GENDER, AND ADVERTISING. When society thinks of a male figure, they right away portray images such as guns, sports, and muscles. Most men (especially young men) identify with commercial advertisements. For example, the Gillette Company shows an commercial where a good looking man, with big muscles, half naked, and surrounded by three pretty women is shaving with the "ultimate razor", indicating that if men shave with this razor, they will be surrounded by beautiful …

…the result of systematic power imbalances based on gender discrimination" (Devor, pg.429). Society should focus on the construction of gender and not to misuse the images of men and women. Also, advertisers should stop using violent or "macho" images, instead they should clear the representation given to the influence, authority, and dominance of the patriarchal scheme. Advertisers, again, should promote how society as a whole can do to change this whole idea of "Social Hegemony."