Response to Reading from Steve Craig’s “Men’s Men and Women’s Women”

Steve Craig's "Male and female ladies", pp. 187-198, reading the mark from American Life: 7 th edition

According to John Fiske, the sex of a TV program is to create advertisements in consideration of the viewers' needs, and bring happiness to their fantasies. An example from this story is the promotion of women's soap, "good" men will appear, and the girls who are using soap are romantic. He praised her and said, "I am not concerned with material wealth or professional success, I am concerned with what we care about." This is a very romantic looking man because this is one of the things most women want to do with their boyfriend or spouse.

According to Craig, such friendship of men is such a common theme in 'male male' advertisement, because men's friendship strengthens male fantasies, does not have male temperament in the environment, and shows male control. In addition, it prevents suspicion of homosexuality by placing three people instead of two men in advertisements.

In "men" women are merely an anonymous desire, "men's women" are not only subjects of their desires for desire, but also worshipers owned by advertisements in advertisements. Furthermore, among "women's women", it is most likely that men try to impress advertisements or get approval. In "female male", the character of men is most likely to be romantic, with a caring relationship, sexual satisfaction, and a sense of security realized by women's fantasies.

Craig believes that "the threat to patriarchalism is an economic threat," because male and female advertisements are more likely to strengthen patriarchy (paragraph 30). Both men and women try to get something that can fulfill their fantasies in advertisements. They will begin to spend money to gain advertising and display fun, and they are unaware that they will spend a lot of money to buy advertisements they really do not need. Therefore, it poses an economic threat to families and individuals.

Between male and female women, Steve Craig explains how commercial advertisements and advertisements use heterosexuals to reach their target audience. He pointed out how to identify the four categories of such audiences. Men who are men who influence other men, women who men attract men, women influence other women, and men who women attract women. By doing so, advertisers use these methods to create ads that are designed to appeal to the emotions and happiness of viewers.

1) Steve Craig describes four different roles, men, men, women, and women who noticed in his article when seeing commercials in the 1990s. Please select a commercial that you think will include one or both of these types. Men's ads usually include male males and / or male females. Commercial advertisements for women may include female male and / or female. For the commercial you choose, discuss all the features of the ad in detail to prove it fits the model of Craig. If it deviates from this pattern, explain how it deviates and guess why this is the case (Is it possible that the sexual code will change?)

Most advertiser's goal is to display gender-specific commercials on TV programs that the target audience is watching. Steve Craig analyzes four types of advertisements that are heavily used in marketing in the article "women of men and women". Four different types are for men, for men and women, for women and for women. All of these different types are designed to target specific gender and audience. For example, Carl's Jr. is known for women's wear advertisements for men. They used male "baby girls" and bought food by eating the latest hamburgers in a very sexual way. Some may say that gender ads are inhumane, but using gender to sell ads with different types of advertisement is effective as the product actually sells, so advertisements The effect is important.