Background: “In spite of the inferior role which men assign to them, women are the privileged objects of their aggression,” this the telling quote offered by Simone de Beauvoir (in Kaufman 1995:17) that establishes one of the essential problems in patriarchal societies—men commit violence against women. The connection between masculinity and violence has been considered in a number of significant studies of popular culture (Gibson 1994; Ewing 1995; Kaufman 1995). Kaufman suggests that the substitution of violence for desire is a predominant aspect of the construction of masculinity (1995:13), Benokraitis and Feagin suggest that advertising often connects sexuality with aggression or violence against women (1995:61), while Wolf (1991:133) discusses “beauty sadomasochism”—the prevalence of violence and sex in many ads.
Focus on the Ads: It would be difficult to pick the worst ad from the following..all of them are quite disturbing.
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