Gender is something that is identified in an individual when he is born and brought into the world. However, according to society, there are many stereotypes regarding a person's gender. These stereotypes have become so widespread that they are used everywhere, even in advertisements and commercials. Steve Craig, author of the article “Men's Men and Women's Women,” explains his research into the trends used by advertising companies to sell their products. It explains how companies tend to exploit anxieties and fears differently between genders to market their items. Judith Lorber, author of “Night To His Day,” explains how gender plays an important role in everyone's life. The way people are seen is based on their gender and whether or not they fit the corresponding stereotypes. However, advertising companies have abused these assumptions and taken advantage of society's insecurities. The frequent use of gender stereotypes causes harmful changes in the media, as done in the Jimmy Choo Man perfume advertisement, portraying women negatively while asserting male dominance, degrading women as sexual objects, and perpetuating sexual fantasies. This consequently leads to gender inequality, economic discrimination and violence. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay The posture and position of the models in the advertisement suggests that women fall prey to whatever men say, thus indicating a case of male dominance leading to gender inequality. In the Jimmy Choo Man perfume advertisement, the models are strategically positioned. The man is sitting in a relaxed position in the center of the advertisement. He has one leg raised as he grabs the model's shin. The female is resting on his shoulder with her other hand on the other side of him. However, surprisingly, her face is cropped from the advert and she is only shown from the neck down. Because of the tight hold the man has on the woman, their position may suggest male dominance. The notion of male dominance can ultimately lead to gender inequality. Lorber, talking about how different the two sexes are, states: “However, although individuals may be able to shift gender statuses, gender boundaries must remain, otherwise the entire gender social order will collapse.” Lorber explains how each gender has its own identity and status and if these are not followed, society will not know what to do. It states that each gender has a certain boundary and limit that it cannot cross or would be considered out of the norm. These boundaries make women feel inferior to the men around them. Lorber also explains how, although men and women may do the same job, they both have different titles. Usually, men have a title that makes them seem more valued within the company. Many times, women are not seen as tough as men and are not even taken as seriously as men. This helps society build the idea of ​​male dominance. The posture of the models in the Jimmy Choo Man advertisement suggests that women only aim to please men, therefore instilling a case of male dominance which can lead to gender inequality. The clothes used in advertising portray women as naked to men, leading to the assumption that women are sex slaves or objects thus creating economic discrimination. In the ad, the man is fully dressed in multiple layers (shirt and leather jacket). On the other hand, the female wears very revealing clothes. She has her cleavage and leg showingshe is completely naked. The clothes models wear can lead people to assume that women are only sexual objects, and not human beings, for men. However, the idea that women are sexual objects can ultimately lead to economic discrimination. Employers, after examining underlying gender stereotypes, may decide not to hire a woman over a man or, even if they do, they may pay them less. Steve Craig explains how the advertising industry primarily uses these gender stereotypes to sell their products. She states how many ads focus on a woman pleasing men by being a sex slave or object to them. After presenting his research, Craig concludes: “A threat to patriarchy is an economic threat, not just to men who may fear their jobs will be taken by women, but also in a more fundamental way.” He claims that this economic threat is the reason why these advertising industries use gender stereotypes to attract both men and women. They intentionally make women feel like they are made to please a man by always being ready for them. This causes society to see women as if they are useless. The clothes used in the Jimmy Choo advertisement depict partially naked women around men, leading people to think that women are sex slaves, which could lead to economic discrimination. The tone of the colors used in the advertisement presents a very mysterious and sinful aspect. state of mind, thus perpetuating unreal sexual fantasies which can then lead to violence. The Jimmy Choo Man perfume advertisement strategically uses a dark color tone to promote their product. Often a dark room can suggest an environment suitable for sex. The use of colors in the advertisement is mainly dark shades of black and blue, with the exception of the model's leg. This is significant because it is the only obvious “white spot” that attention would focus on. Due to the colors used, advertising can perpetuate unrealistic sexual fantasies. These sexual fantasies, however, can ultimately lead to violence. When talking about gender roles, Lorber says, "Sex doesn't come into play again until puberty, but by then, sexual feelings, desires, and practices have been shaped by gender norms and expectations." With this Lorber tries to state that young adolescents' view of sexual desires is based on norms and what they see as they grow up. Due to gender stereotypes, these teenagers grow up thinking that sex should be like porn, where a woman falls into a man's trap and surrenders to him. However, this way of thinking can lead to rape, a form of violence. If a female doesn't agree, males are raised with a mentality that makes them think it's okay to take advantage of them, whether they're sober or not. Along with these sexual fantasies, the excuse society has made to validate these actions is “boys will be boys.” When teenage boys grow up with this mindset, there is no doubt that they will take advantage of situations and use their gender as an excuse to validate their actions. The colors used in the ad suggest a sexual mood, thus perpetuating unrealistic sexual fantasies that can lead to violence. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay As done in the Jimmy Choo Man perfume advertisement, gender stereotypes are often used, causing negative changes in the media by portraying women in negative ways while asserting male dominance, degrading women as sexual objects and.