How Male Dominance is Portrayed in Man's Perfume by Jimmy Choo

Gender is something that is identified in an individual when they are born and brought into the world. However, according to society, there are many stereotypes that exist in regards to a person’s gender. These stereotypes have become so massive that they are used everywhere, including in advertisements and commercials. Steve Craig, author of the article “Men’s Men and Women’s Women,” explains his research on the trends advertisement companies use to sell their products. He explains how companies tend to exploit anxieties and fears according to the genders differently to market their items. Judith Lorber, author of “Night To His Day,” explains how gender plays an important role in everyone’s life. The way people are viewed is based on what their gender is and whether they live up to the corresponding stereotypes or not. However, ad companies have overused these assumptions and have taken advantage of society’s insecurities. The frequent usage of gender stereotypes causes damaging changes in the media, as done in Jimmy Choo Man’s perfume advertisement, by portraying woman in a negative way while asserting male dominance, degrading females as sexual objects, and perpetuating sexual fantasies. Thus, consequently leading to gender inequality, economic discrimination, and violence.

The posture and position of the models in the advertisement suggests that women fall prey to whatever men say, therefore indicating a case of male dominance which leads to gender inequality. In Jimmy Choo Man’s perfume advertisement, the models are places strategically. The man is sitting in a relaxed posture in the middle of the advertisement. He has a leg up while he is gripping the female model’s shin. The female is resting on his shoulder with her other hand on the other side of him. However, surprisingly, her face is cut off from the advertisement and she is only shown from neck down. Due to the tight grip the man has on the woman, their position can suggest male dominance. The notion of male dominance can eventually lead to gender inequality. Lorber, while talking about how different the two genders are, states, “Nonetheless, though individuals may be able to shift gender statuses, the gender boundaries have to hold, or the whole gendered social order will come crashing down.” Lorber explains how every gender has its own identities and statuses and if they are not followed, society will not know what to do. She claims that each gender has a certain boundary and limit that they cannot surpass or they would be considered out of the norm. These boundaries make women feel as though they are inferior to the men around them. Lorber also explains how, although men and women may be working the same job, they both have different titles. Usually, the men have a title that makes them sound as though they are more valued in the company. Many times, women are not viewed as tough as a man and aren’t even taken as seriously as men. This helps society construct the idea of male dominance. The posture of the models in the Jimmy Choo Man advertisement suggests that women only aim to please men, therefore instilling a case of male dominance which can lead to gender inequality

The outfits used in the ad portrays women to be nude for men, leading towards the assumption that females are sex slaves or objects thus creating economic discrimination. In the ad, the man is fully dressed with multiple layers (shirt and leather jacket). On the other hand, the female is shown to be wearing very revealing clothing. She has cleavage showing and her leg is fully bare. The clothes worn by the models can have people assume that females are just sex objects, and not humans, to men. However, the idea of females being sex objects can eventually lead to economic discrimination. Employers, after examining the basic gender stereotypes, may decide to not hire a female applicant over a male or, even if they do, may pay them less money. Steve Craig explains how the advertisement industry majorly uses these gender stereotypes to sell their products. He states how many advertisements focus on a woman pleasing the men by being sex slaves or objects to them. After presenting his research, Craig concludes, “A threat to patriarchy is an economic threat, not only to men who may fear they will have their jobs taken by women, but also in a more fundamental way.” He states that this economic threat is the reason these ad industries use gender stereotypes to appeal to both men and women. They intentionally make women feel like they are made to please a man by always being ready for them. This results in society viewing females as though they are worthless. The outfits used in the Jimmy Choo ad portray women to be partially nude around the men, leading to the people thinking that women are sex slaves, which could lead to economic discrimination.

The tone of colors used in the ad presents a very mysterious and sinful mood, thus perpetuating unreal sexual fantasies which then can lead to violence. Jimmy Choo Man’s perfume advertisement strategically uses a dark tone of colors to promote their product. Often, a dark room can suggest an environment for sex. The usage of colors in the advertisement is mainly dark shades of black and blue, except for the female model’s leg. This is significant because it is the only noticeable “white spot” where the attention would go. Due to the colors being used, the advertisement may perpetuate unreal sexual fantasies. These sexual fantasies, however, can eventually lead to violence. When talking about gender roles, Lorber states, “Sex doesn’t come into play again until puberty, but by that time, sexual feelings and desires and practices have been shaped by gendered norms and expectations.” By this, Lorber is trying to state that young teenagers’ view on sexual desires is based on norms and what they see while they are growing up. Due to the gender stereotypes, these teenagers grow up thinking that sex is supposed to be like porn, where a female falls into a man’s trap and gives in to him. However, this thinking can lead to rape, a form of violence. If a female does not consent, the males are grown up with a mentality that makes them think it is okay to take advantage of them, whether they are sober or not. Along with these sexual fantasies, the excuse that society has made up to validate these actions is “boys will be boys.” When teenager boys are raised with this mentality, there is no doubt that they will take advantage of the situations and use their gender as an excuse for validating their actions. The colors used in the ad suggest a sexual mood, thus perpetuating unreal sexual fantasies which can lead to violence

As done in Jimmy Choo Man’s perfume advertisement, gender stereotypes are frequently being used, causing negative changes in the media by portraying woman in negative ways while asserting male dominance, degrading females as sexual objects, and perpetuating sexual fantasies. Ultimately, this leads to gender inequality, economic discrimination, and violence. Gender stereotypes, just like any other stereotypes, are not always true. However, due to the often usage, people feel tempted to fall prey to them, whether they agree to them or not. Nowadays, society teaches the teenagers these stereotypes and implies that if they are not followed, they would be considered an outcast. Being an outcast would have people look down on the teenager, leading to bigger problems. However, once a stereotype is created, it becomes hard to kill it because of the rapid spreading. If we are trying to make a positive change, the media must conform and find better ways of advertising their products and companies. They can stop attempting to bring women down and making it appear that women are always open to please men. Only then can we progress in making positive changes.