Producing and Consuming sex for dummies
In “Men’s men and Women’s women,” Steve Craig argues that commercials construct the following gender expectation: a man’s women seldom challenges “the primary masculine fantasy.” Women are usually “portrayed as physically attractive, slim, and usually young and white, frequently blonde, and almost always dressed in revealing clothing [admiring and] generally approving of some aspect of product use (the car he drives, the beer he drinks, the credit card he uses)” So, for example, “What might have been a simple commercial about a man ordering and drinking [Millier] beer becomes an elaborate sexual fantasy, in many respects constructed like a porn film.” Women’s men, bear a similar construction: a woman’s is usually “good looking, sensitive, romantic, and [appreciate of her]. What’s more, they are alone in an exotic location where he proceeds to seduce her. In short, this commercial is a 30-second romance novel.” Unlike the men in a man’s commercial, the man of women’s commercials “are intimates who are clearly portrayed as having relationships that will exit long after the commercial is over.”
Using 2 example from television, movie, advertising, music, and/or magazines, explain how and what kind of masculinity, femininity, gender codes, sexual ideology, and/or representation of the body are being shaped, constructed, or otherwise determined.
This essay requires at least 4 essays from Sign of Life and at least 6-7 oudside research material (no film reviews and no internet– only articles or essays)
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