Van Zoonen: Progressive representations of women in advertising

This advert for `unforgivable Man' which is a fragrance for men overly sexualizes women as is shows them a something that can be dominated by men by something as little as a scent. The male in the poster is seen holding her and she is shown feeling not in control and giving her control to him. This is an example of Van Zoonen`s theory that throughout media women are portrayed as objects to be desired and dominated by men.

Another example of this is shown through Dolce and Gabbana`s advert where the advert is unclear what they are selling but shows images of women being below men in underwear and high heels whilst the men tower over her wearing suits which suggests their authority and dominance over her, they view her as just a thing to look at and desire. One of the men in the advert touches her as if she cant resist them.

Adverts such as Cif cleaning spray represent women as powerful and who can do anything through the queen animated character...