Analyzing Gender Representation Through a Fragrance Advertisement
To analyze gender representation in culture, I have chosen a fragrance ad since they tend to use stereotypical features. A scent is usually associated with nonverbal communication, and it should be illustrated with imagery or plot. Therefore, directors are more prone to rely on stereotyping to convey their message. The example shows a male protagonist who takes part in a race through a sci-fi-stylized desert.
Male Dominance and Competitive Identity in the Advertisement
The advertisement paints the protagonist as independent and confident; his status is seemingly higher than the rest. The plot conveys a clear message. To succeed in life, you must win; winning takes nerve to dominate the competition. Therefore, it is suggested that all male individuals should focus on victory in everything they do, since only one other racer is shown in the commercial.
The Marginalization of Women as Passive Figures
This second character is female, but she only acts as an accessory or trophy for the man (Paco Rabanne 00:00:45-00:00:48). She leaves all the decisions for the man to make, which corresponds with a typical lifestyle control system in sharing work hours that is described by Shandy and Moe (204). Therefore, the representation in this ad promotes the gender roles stereotype in a way that devalues women while making the man a leader in competitive situations.
Cultural Reflections and Gender Norms
The dynamics shown are relevant in American culture for several reasons. Firstly, the focus on sport as an essential part of society is cultivating a competitive spirit in all citizens, and this especially affects males, as the ones who take more responsible roles. Secondly, individualism and personal achievements are highly valued in a working environment.
Moreover, there is still some level of gender inequality present in modern media, which largely detriments the image of a woman as a leader. This reinforces the glass ceiling that prevents women from getting higher company positions (Shandy and Moe 204). Therefore, this illustration conforms to conservative values and halts the progress into a society where gender stereotypes stop harming social communications.
Works Cited
“Invictus & Olympéa – Starring Luma Grothe and Nick Youngquest | PACO RABANNE” YouTube, uploaded by Paco Rabanne. 2019. Web.
Shandy, Diana, and Karine Moe. “The Opt-Out Phenomenon: Women, Work, and Identity in America.” Conformity and Conflict: Readings in Cultural Anthropology. 14th ed., edited by James Spradley and David W. McCurdy, Pearson Education, 2012, pp. 197-208.