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Gender Issues in AdvertisementsWomen grapple with their perception of a ideal body because of society s imposed ideals Goffman analyzes advertisements according to gender stereotypes of men and women He addresses these issues in a slide show containing advertisements of women in which the body images are unattainable The male ideal is imposed upon women through advertisements Women traditionally take on the submissive role and exist solely for the purpose of the male sexual fantasy The Milk advertisements exemplify a stereotype of women in our society To promote a product such as milk the advertisers play on the fears of women as well as their need to be accepted by men to spark a consumer interest One of the ways that advertisers depict gender roles is through the use of a famous female model Models generally have 15 of the national average body weight distribution therefore making the ideal essentially unattainable In their frustration women turn to the product in this instance milk for a way to correct their figure perceived as unattractive The advertisement does its job of gaining customers but does it remain morally faithful Kate Moss s naked body representing milk a drink most people associate with childhood attempts to reverse the product s image Now milk is grown-up and maybe a little sexy The sexuality of the advertisement is evident because the model is naked Her hair is semi-wet alluding to the fact that she just took a shower The shower makes her feel fresh and pure just as the marketing professionals want the public to feel about milk s potential effect One of the ways of looking at the advertisement is from the standpoint that sex is in This particular advertisement focuses upon trends because Kate Moss being the spokesmodel for Calvin Klein jeans exemplifies the trends of our nation s fashion industry The popular opinion is if Kate Moss says that milk is in who are we to contest
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