Van Zoonens Theory In Advertising

An example of when men act and women appear is this cologne advert this is shown in the end of the advert where we see a female model lying down from behind as the main character walks in smiling holding a trophy on his shoulders. This could be interpreted as the women is the males prize, you also don't see the female models face use her back as she is lying down portraying the imbalance of power between the two genders especially as the male protagonist is looking down at her smiling.