Summary:
In Steve Craig’s article, “Men’s Men and Women’s Women” he discusses four different
types of commercials. Craig titles these four types of commercials: men’s men,
men’s women, women’s women, and women’s men. First off, these four categories
describe different types of gender portrayal. For instance, Steve Craig says
that a men’s men commercial features masculine men that are free from
commitment and that seek adventure. Along with male fantasy, women’s women and
women’s men cover the female fantasy. For example, women either like a sexy
single male or a sensitive man that will do for his woman.
Response:
I agree and
disagree with Steve Craig in that these four categories still exist today. Commercials
like the ones Carl’s Jr. advertise with a model eating a big cheeseburger
uphold that Steve Craig’s categories are still used today. However, with
commercials like AXE featuring attractive women that lust for the guy that uses
their product, to me it leans more towards Jack Solomon’s “Masters of Desire:
The Culture of American Advertising” when Solomon talks about being an elitist.
Solomon states that we want to be equal yet rise above the rest.
