Ads of dominance

The first image of Dolce&Gabanna shows male dominance over the woman. One man is leaning over the woman, and the other is standing boldly in the background. They both have very serious and dominating postures and expressions on their faces. The woman is lying helplessly on the ground with a vulnerable and weak expression. This ad goes along with the beautymyth that men dominate and control women. Women learn that we are under men's control because of ads like this that influence our mindsets.

The second ad advertising coffee potrays a man physically abusing a woman. The woman is lying across his lap, as if she were a child, with her legs kicking and her hand grabbing the man. She has a frightened expression, and it can be assumed she is screaming. He has his hand up as if he is about to hit her. The caption suggests that if she does buy him the right kind of coffee, she is to be punished, and the picture shows physical abuse. This ad supports the myth of men abusing women just because they think they are above women, and that women exist to please men.

In both of these ads, beauty myths are supported. Women are shown as weak, vulnerable, and subject to a mam's authority, while men are shown as clearly dominant and controlling over women. By looking at these ads, men learn that they are over women and can treat them howevwer they choose, and women learn to be ridiculously submissive under men and keeping men pleased. No wonder some men act the way they do, and women just take it.

This ad featuring the Beckhams actually defies the beauty myth that men are dominant over women. David is the one lying flat, on a rope, in a more vulnerable position, while Victoria is lying over him. She has her hand on his chest as if she is holding him down. While David's expression is still serious, Victoria's expression is intense and controlling. Although many of their other ad pictures show David in the dominating position, this one is the opposite. She is shown to be over David, dominating the role of the authority in this picture.

If I were making an ad featuring a male and female, I would have neither the male nor female underneath the other. They would be equal in position, whether sitting, laying, or standing. I would make the man look masculine, but not controlling, and the female would look pleasant and naturally beautiful, but not timid or vulnerable. With this kind of portayal, neither would look to be dominating the other.