Summary Of Men's Women By Steve Craig

Steve Craig in the essay, “Men’s Men and Women’s Women,” suggests that while producing television commercials the gender of the audience has an impact of how they portray males and females. Craig concludes an analysis on four different commercials where he discusses a men’s men, a men’s women, a women’s women, and lastly a women’s men. In his analysis of a men’s men commercial he finds that they focus on a man's masculinity and independence to do as they please (Craig 186). We can see this commonly today where proving one’s masculinity plays a big role in the male gender. In Craig’s study of a men’s women he finds that stereotypically women play the part of a beautiful sex object, or follow “the rules of patriarchy” (Craig 188). Seeing a woman portraying her body in a provocative way on modern day social media such as Twitter and Instagram with men lusting over the photograph proves as an example.

Women typically have insecurities of their physical bodies and try so hard everyday to hopefully exemplify an aspect of they like to look or feel beautiful. Lastly, Craig explains the characteristics of a women’s men in which he shows his sensitivity to her, does not mind showing a romantic side, and of course having good looks (Craig 192). For example, a woman stereotypically has a fantasy of a man in touch with his feminine side not afraid to show it to her. Steve Craig’s purpose of his essay can serve as an eye opener of the gendered categories in commercials to raise awareness of gender bias in television. With that said, gender bias not only lives in the television industry but as well as in pay wages for employment, where males and females earn a different amount of money for the same type of