How Does Jib Fowles Use Gender Stereotypes In Advertising

The fashion industry plays one of the largest roles of enculturation in our society today. With the rise of the electronic era, we spend more and more time looking at advertisements and commercials than any generation has before us. Thus creating an even stronger sense of societal “norm” or “cultural brainwashing”, as I refer to it. I want to describe and explain what I mean by analyzing 2 different advertisements from the same advertisement campaign. According to Jib Fowles’ “Advertising’s 15 Basic Appeals” article, these advertisements are aimed to match a certain appeal to there target customers. They are also a huge influencer for systematic racism and gender bias that we are not consciously aware that we have learned. As an example of

The male in the photo has chiseled abs, looks stern and is almost glistening, he oozes the “alpha male” stereotype. The man is enveloping the female model with his arms from behind her into an almost captured looking embrace showing his dominance or power over her. He has a tattoo which are notoriously edgy and masculine, while it looks like the only thing she is wearing a feminine and dangly gold Gucci bracelet. In writing this I realize how often I use the word “model” and wonder what exactly the use of the word “model” means in this context. What is being modeled here? Since we cannot smell a scent through a mere photograph what does this advertisement really stand for? Is this woman supposed to be the example of what kind of women that men like Chris Evans dates? Is it supposed to exemplify what I should be looking for in a man? These are questions we rarely ask but are still effecting us subconsciously. This man is the ideal man for their designer brand and this woman is the ideal women? This print ad was one of many similar themed advertisements in this Gucci Guilty