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Lifestyle Print Advertisement Analysis

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Media plays a part in “constructing” peoples lives as well as our “social identities.” It also “controls and shapes human actions” as stated by Hall (2005). One of the ways that media can influence society is from various types of media texts. Print advertisement is one of the categories of media text that this paper will focus on the representation of gender. To be more specific, this essay content will be based on lifestyle print advertisement as the chosen media text. The lifestyle print advertisement is a perfume advertisement for men by Gucci Guilty Pour Homme. As McLuhan (1964) states, “the medium is the message” which, in this case the print advertisement is the message. To decode the message, it can be seen as it is arranged in signs …show more content…

Gender representation for this has given a perspective to the society that this is advertised towards men and women as it brings out the message of men who use this cologne is more classy and this will attract beautiful women. The well known brand advertise Gucci Guilty Pour Homme fragrance for men with the iconic interlocking “G” logo that represents the brand and the fragrance itself not only shows that men can enjoy it but also …show more content…

This print advertisement shows some signs of gender inequality, which this paper will examine, feminist theory. Feminism is defined as to “support of social equality for women and men” according to Macionis (2012). In addition, according to Gilligan (1982), Freudinan is simply one of many traditional thinkers who have viewed women as morally inferior to men (Mitchell, J. and S.K. Mishra (2000). The view of objectifying women are always their physical appreance especially their bodies throughout history especially in the fashion industry, diet, cosmetic surgery and many more. It brings out the message to the society on how women should look, dress and behave. Due to the acceptance of traditional portrayals of women in the past as a in need of a man's protection, a housewive or the representation of sexual objectification, it has depict a message that men are still in control. However in the past, some women started to protest as they want equality and by that, during world war two there was a icon of women’s empowerment mascot and this has brought about

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