Straight men may find interest in the product because of how well the attractive model portrays himself. He may seem manly and confident, which are attributes any man would want to have. Therefore, the straight man might buy the product hoping he will obtain these traits. Although these thoughts are quite shallow, it is completely normal that our minds work that way. "That's precisely what Calvin Klein was the first to recognize and exploit-- the possibility and profitability of what is known in the trade as a "dual marketing" approach" (Bordo 199).
Bordo also dwells upon the importance of a models stance or positions in an advertisement. In her essay she touches on two main types of poses, the "rocks and leaners." The rock pose is considered a "face-off" and exerts masculinity and authority over the viewer. These ads are fairly traditional and usually expose the models body quite a lot. Leaners, on the other hand, are when models are reclining, leaning against, or propped against something; usually a women's body. These ads are typically inviting and seduce the viewer by the model's flirtatious gaze. To expand on the importance of the gaze, Bordo expresses that women have learned to.
anticipate or even play into the sexualizing gaze by trying to become whatever will please the opposite sex. Bordo states, "Even walking on a city street, headed for their high-powered executive jobs, women exist to be seen, and they know it -- a notion communicated by the constant tropes of female narcissism: women shown preening, looking in mirrors, stroking their own bodies, exhibiting themselves for an assumed spectator, asking to be admired for their beauty" (Bordo 211). Most men on the other hand, don't like to be on display. They are not looking for acceptance or approval by society in the same way that women are. Advertisements for apparel and accessories display sexuality the most. Three high-end fashion industries that have made a profound impact on the designer world include Gucci, Ralph Lauren, and Armani.