Sexism In Advertising Essay
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The sun is setting as the lone cowboy stands leaning against a wooden post and gazing out over the fields. He has been hard at work all day, and only now as the evening approaches does he allow himself a moment s rest. The forward tilt of his hat shadows one half of his lined, ruggedly handsome face. Tucked into the corner of his mouth is a cigarette end, and he pulls the box away, revealing the one object of his desire: a smoke - Marlboro, of course.
The paradigm at issue here, and in all other ads for the Marlboro products, is that of "The Sturdy Oak". This man, utterly independent and self-reliant, demands respect from onlookers in that he is the definition of toughness, calmness and coolness. He revels in his solitary position, he doesn t require any assistance from others, he is completely in control. We can tell by the glint in his eye that he is composed, fearless, unimpressed by danger and up for any challenge. Even the way he pulls the cigarette out of the pack spells out "man" loud and clear - he doesn t use his hands, he uses his mouth. Just as we are convinced that this cowboy is definitely a "man", so are we coerced into believing that the Marlboro cigarettes play a factor in making him one.
The problem with this ad is that it may have a tremendous impact on the minds and lives of young men. In our society, we place a large amount of pressure on boys to measure up to the unattainable standard of manliness. The media is constantly bombarding children with images of the ideal man, which in itself is harmful in that they are continually reminded of how they should...
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