Background: At a semiotic level there is disparity in the portrayal of men and women in popular advertising. When men and women appear in ads together, the women are often depicted as weaker than the male, either through composition of the ad or particular situations in the scene. When females appear in ads alone we again note the stereotype of the female as sexual, unintelligent and fragile. Males, conversely, appear as strong and cultured. Particular roles and gender constructs are also evident in male ads. Males are told to act tough, hide their emotions, and compete at all costs (Thompson 1993:146-7). Nancy Chodorow argues that the attainment of masculinity is a problematic issue for boys (1974:51), particularly as boys are taught to differentiate themselves from others.

Focus on the Ads: A number of the initial ads on the page present stereotypical images of masculinity. Image 37 is interesting for its notion of the inculcation of specific consumer values (related to the male love for automobiles) in young boys.

Image 1

Image 2

Image 3

Image 4

Image 5

Image 6

Image 7

Image 8

Image 9

Image 10

Image 11

Image 12

Image 13

Image 14

Image 15

Image 16

Image 17

Image 18

Image 19

Image 20

Image 21

Image 22

Image 23

Image 24

Image 25

Image 26

Image 27

Image 28

Image 29

Image 30

Image 31

Image 32

  Image 33

  Image 34

  Image 35




Image 36

  Image 37