the world that we live today has made photos/images become a commonly seen technique used when selling product that have attractive photos to attract the consumers or people that see the advertisement. gender displays are used heavily in advertising in order to create the role of one gender in relation with the other gender. advertisement is a significant tool of socialization in modern industrialized societies. more advertisements today shows pictures that have mysterious, creepy, or strange pictures or messages written to attract the public. advertising industry is one of the biggest industries in the world that spend hours and millions of dollars to prepare and build/construct the advertisement. one of the reasons for advertisement and gender is to be closely link to one and another that male should want to buy to increase his masculinity and women should want to buy to increase her feminist.
the first advertisement is from a “Kenwood Chef” company promoting their kitchen utensils. in this advertisement shows a husband and wife stand next to a Kenwood chef, cake mixer. there is a cooking ingredient too and also a glass of wine, a glass of orange, a glass of red liquid water and 2 eggs. kenwood chef with their company motto “I’m giving my wife a kenwood chef” stated “the chef does everything, but cook that’s what wives for!” for their new cake mixer products. husbands gift his wife a cake mixer as a present, and a wife that wear chef hat.
the meaning of this advertisement photo/picture is husband is the backbone of the family that working outside to get money for his family. the kenwood chef company with their motto “I’m giving my wife a kenwood chef means that the husband cares his wife that gave her a cake mixer in order to make more foods for them after they get home from work. it also means the husband cares his wife that like to cook for him, in order to make her work easier he give his wife a cake mixer. his wife can make cakes easier and doesn’t need to spend more time to make cake, because of she have to mix the cake manually. in this advertisement it is also means that wife is the chef at home that cook good foods to their family.
the second advertisement is a multinational consumer goods company called Unilever that have their company logo on the right top of the advertisement. Unilever is companies that have products include foods, beverages, cleaning agents, and personal care products. one of their new product is their shower gel “LYNX” introduces their new improved shower gel. in this advertisement shows an attractive women wearing bikini. the background of this advertisement is shown in the beach, with a public shower. “the cleaner you are. the dirtier you get” it’s the motto of the LYNX company with their new improved shower gel. and also the picture of the LYNX shower gel product bottle also shown in this advertisement picture. the LYNX men’s shower gel company shows us that they are promotes their shower gel with women as the object of their advertisement. also at the bottom of this advertisement also wrote in this advertisement shows facebook page of LYNX shower gel company.
there are many companies in the world using the opposite gender to promote their products. the LYNX shower gel company with attractive women wearing bikini as their model is to make their target buyer (males) to see this advertisement and to buy their product. in this advertisement also shows that men will feel that more girls will attracted to them if they use this shower gel. male should want to buy products to increase his masculinity.
in conclusions these two advertisements from two different companies uses women and men in order to promote their products. advertisement is a significant tool of socialization in modern industrialized societies. images and photos become a commonly seen technique used when selling product that have attractive photos to attract the consumers or people that see the advertisement. the first advertisement images shows that a good husband gift his wife a kitchen utensils a cake mixer in order to make his wife work faster. the second advertisement shows a woman wearing a bikini; it’s the object to attract the men to buy the shower gel. the reason the company decides to use a model of attractive women wearing bikini, because of gender displays are used heavily in advertising in order to create the role of one gender in relation with the other gender.
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