While standing in the check out line at the grocery store many of us have often seen a magazine on the rack that usually has a very attractive, scantily clad young woman who is surrounded with headlines for articles such as, "Exotic Sex Secrets" or "What his Valentine's gift really means." At first glance these magazines seem to be targeted at an audience of mature, successful women who can read up on all the important happenings of their so called "cosmopolitan" lifestyles. These magazines are full of articles that teach women to become sexier, more powerful, more successful, as well as advertisements that not only advertise their product, but reinforce these ideals as well. One such company, Zoppini, invites women to explore their risky side, and show that they can be unique, sexy, and in charge - ideas that are not necessarily considered to be the traditional qualities of women. .
The ad for Zoppini is a black and white photo of a man and a woman, and strangely, the traditional roles are inverted. The man is sitting in a large recliner-type chair and is dressed in a contemporary, fashionable black suit with a white oxford shirt that has about the top three buttons opened. He has a silver medallion around his neck that replicates the company's logo, and he has on a belt that one could assume is also made by Zoppini. He has slightly longer dark hair that is combed back and has somewhat androgynous facial features (no facial hair or blemishes), and is looking away with an emotionless, submissive expression on his face. The woman is standing behind him and is wearing what looks like a black dress with one formal, black glove on her left hand, with a large ring on her finger. Her other wrist has two different bracelets on it and her fingernails are painted black. She has a black, fur shawl over her right shoulder and two necklaces on her neck, both are metal crosses. Her make-up is mostly black lipstick and eye shadow, and her hair is bleached, almost white, and slicked back.