Perhaps for as long for as long as the entertainment industry has been around, individuals and companies have tried to come up with various ways of getting their respective products across to their viewing audience. The latest advances in technology have allowed for advertisements to be broadcasted and have been an influence for businesses worldwide. However, products aren't the only thing that these advertisements sell. With that being said, the representation of males and females in advertisements is to depict males as aggressive and domineering and females as objects of sexual desire through objectification. These representations of the genders have led to an increase in a number of social issues including increases in depression, eating disorders and domestic violence.
In the first ad, there is an advertisement for Giorgio's Armani Code cologne for men. The first page of the ad has a picture of a man who is clearly well dressed in a tuxedo and has his hair slicked back to catch the attention of the viewing audience. On the other side of the page is the product in question with the caption "unforgettable ". The ad on a surface level simply has a well dressed man staring into the eyes of anyone who chooses to view the advertisement. However, on a much deeper level, the ad says so much more than the five words on both pages. The altering of the color of the eyes has taken the simple stare up a notch into a sort of intimidating gaze. This is a way to depict the man in this ad as very masculine and turns him into an object of sexual desire though objectification. .
In the next ad, there is an ad for Dolce and Gabanna Light Blue cologne for both men and women. The background of the ad is placed in a beach like setting with crystal clear water surrounding the individuals as well as a clear sky and a rock formation. The male and female are posing on what appears to be a white boat. The different shades of blue and white draw attention to the product.
