Archetypes In Wonder Woman

Wonder Woman herself, although portrayed as the epitome of strength and power, is an example of why the heroic archetype is still largely biased in favour of the male. Although the comic book heroine bravely rescues men from danger and defeats villainous evildoers, she is still created in the image of a perfect woman and it is clear that the male gaze came into play during the creation of her hourglass figure and her impossibly tight costume. She is a creature of the male fantasy, and supports the dominant order of things rather than threatens it. She is more of a sexual fantasy than a role model for women and girls, and therefore does not truly embody the true heroic archetype. This idea is echoed in The Tomb Raider video game series. Lara

In video games particularly, it is clear that a huge amount of gender bias exists, with male protagonists appearing 23% more than female protagonists, while only 9% of games feature an exclusively playable female characters. The gaming industry, much like the film industry, is evidently unbalanced in favour of the male hero. The advertising industry has not been exempt from the grasp of gender bias either. Advertisers have long used heroic archetypes to sell products and services, using the model of the dashing, handsome hero-type to appeal to the masses and to call on the human need for protection. The Old Spice guy is a typical example of this, or the famous Volvo ad in which Jean-Claude Van Damme balances on two reversing trucks. Women, on the other hand, are far more likely to be shown in traditional and stereotypical roles, such as in the home, doing laundry or cooking, or as victims who cannot protect themselves, and it is evident that this is a theme that carries through to all forms of visual media. The heroic archetype is rarely embodied by