Rare Finds

24d.

Brand/Product: Express/ Express Honor

Source: Rolling Stone

Publication Date: Feb. 3, 2011

Category: Ad that Shows codes of Ritual Subordination of Women applied to Men

As seen in number 17, some ads use the subordination of women to promote their product. In recent times this trend has made a slight shift from only being used with women but also for men. Generally in these ads women are depicted as lifeless, touching themselves or other things and in impossible positions. As can be seen from this ad for Express Honor cologne, the man in the foreground of the picture is doing many of these things. The man, just as many women before him have been, is being viewed as an object rather than a person. He expression and attitude are meant to entice women, and the advertisers hope then that men will buy the product in hopes that they too can be as attractive or enticing as this man. He acts a symbol of the type of men who use this product and by using it you too can obtain this type of appeal.