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Men and Women

In: Philosophy and Psychology

Submitted By ajhanson2014
Words 1274
Pages 6
Amanda
Popular Culture
Pop. Culture Essay #1

Addressing the Issue: Men’s Men and Women’s Women

The vast majority of people, with the exception of transvestites and other people with physical deformities, can be put into one of two categories; man or woman. Generally, the views and expectations one has for their own gender and the views and expectations one has for the opposite gender can be described as gendered stereotypes. Although stereotypes are not always close to the truth, in some cases they can hold some weight to an argument when they present the generalized representation of a certain group or groups. In this essay I will show how gendered stereotypes are used by advertising companies to appeal to each gender.
Here in the U.S., you need not go far to bear witness the very apparent signs of genderfication and gendered stereotypes, tools used by advertisers that play important roles in our consumer-styled society. One only needs to go as far as their living room couch and turn on the television to be bombarded with shows and advertisements containing gendered images of the expectations our society has for its men and women by men and women. Author Steve Craig puts these gendered ideals into four distinct categories; Men’s men, Men’s women, Women’s men, and Women’s women (Craig). For this essay I will analyze four video advertisements, and, using Craig’s criteria, I will try to see under which of his categories each advertisement would fall and why.
The first advertisement I will analyze is a three part series of Bud Light commercials entitled “Bud Light – Real Men of Genius”. In this three part commercial each of the three men have a fault that would normally make them an easy target for a plethora of put downs and jokes, but in each case the men’s problems are looked past because he is a Bud Light drinker.
The first man is shown dancing...

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