Complex Gender Advertisement - Essay Example

This message was purposefully created by the Wonderbra company, which looks to be a layout for presentation within a magazine. It is brilliantly detailed in solid colors, looking almost like a retro advertisement for a 1950s woman, however, caught in a contemporary scenario in the construction environment. The visual image of the hook catching her professional outfit to expose her underlying bra indicates that the crane operator was likely appealing to his desire to view the unclothed female body and had deliberately snagged her outfit just to catch a peek. Again, this illustrates that the female consumer can be dominated by men in a very stereotypical role of the passerby being whistled at by lustful and isolated construction workers.

            The audience for this advertisement, interestingly, is women to sell more bras to consumers. This would indicate that the company is attempting to create a connection with more subordinate women who might be thrilled by being caught in a similar experience. This would represent marketing which is attempting to relate to women who are business professionals who, in their personal lives, might enjoy a more risqué social situation such as being the object of sexual desire in a construction environment. The message being sent in this ad identifies women as being sexual and somewhat provocative, which is enhanced by the male worker mesmerized by the woman’s plight. He looks as though he is posed to come to her rescue, which again highlights a gender message being sent which makes women appear to be the less-dominant gender in need of masculine assistance. Sexuality is at the forefront of this advertisement.