Men are shown in dominant positions and women are physically portrayed as less-dominant or cooperating with men
Dismemberment
Full body
is not usually photographed; usually it is parts of it such as legs or chest
Clowning
and exaggeration
Women are
portrayed as the less intelligent ones, more emotional and make them seem more
foolish where men are presented in positions of reflective thought and
intelligence
Male approval
Women
usually have to seek for men’s approval for different situations. “Males desire
and women are desired.”
The
voice-over authority
There are
a higher number of men speaking in voice-overs in commercials than women
Irrelevant
sexualisation of women and girls
Women’s
products are used to sell products, even if they are not products for women or
directed by women
Women storms off, man walks away from
her
Women driving digger, countertype
Man in charge, he notices body and
takes action
Women tries to distract animal,
potentially saves man’s life
Once recovered, man takes over again,
uses belt to go across zip wire, improvising ‘manly’ action
Women shoots gun and saves man’s life
Camera shot of the men walking in a
line, women is at the end, shows she is not as important
Other women has a lot of make up on
and ‘designer’ clothes, tries to use flattery with power
Other man gets aggressive and angry,
pulls out gun, woman panics, and results to giving him the power
Third man walks in and holds a gun up
to him; the power is still with the man
Women is angry her coat is messed up
and original women asks about the main problem, they are shown as independent
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