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Gender Norms

In this advertisement the idea that women need to be skinny is put forward.The image shows a male figure wearing a suit looking down into a cake.The cake has a hole in it which looks like the outline of a body.Underneath the image is the question "Need to lose a little weight before your wedding?".This suggests that the cake in the image represents the missing bride.This supports Van Zoonen's interpretation that women are seen as objects in society.Cakes are typically large and viewed as unhealthy and "fattening".Relating this to women,the advert inferrs that women do not want to look like a cake on their wedding day. The advertisers have re-inforced this gender norm innorder to promote a "slim fast"energy drink which can is shown in the bottom right.

In this advertisement the idea that men need to be brave is portrayed.This is clear from the image,showing a man hanging off a tall structure.One of his hands can be seen barely gripping onto the skyscraper,amplifying the danger of the situation..However  his costume makes him come across as fearless.He can be seen wearing sunglasses,which make him him seem relaxed ,despite the seemingly frightening situation he is in .He is also wearing jeans which re-emphisases his bravery, given that they would not be the safest or most ideal to climb in.The advertisement has been made in the hope that people will buy Levi's jeans innorder to be like this cool and brave aspirational figure.

This advertisement explores the idea that women need to wear make-up innorder to look attractive for men.In the image a male figure can be seen looking down upon a female from abouve.From his smiley facial expressions it is clear that he is attracted to her.The females facial expressions and body language suggests that the make up is responsible for this.Her head is tilted in the direction of the make-up product is and she has a slight smirk on her face.The way in which she is looking at the product whilst the man is looking at her signifies the correlation between the make-up and the fact that she is being admired.From this it is clear that the advert is targeting women who want to look more attractive.

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