The advert above for the 2007 summer campaign for global fashion powerhouse Dolce & Gabbana features a man pinning a woman to the ground. It puts women in the weaker position and suggests that men are the dominant gender. All the men in the campaign all fit the stereotypical male role; masculine, dominant and all have a strong physique. The brand is a luxury fashion brand that is known to take risks in their advertisements. The use of degrading women to feel inferior acts extremely negatively and the brand received many complaints, the campaign glamorises domestic violence which is an extremely controversial subject matter - it also takes all the attention of what is being sold. It does relate to some males as some males may believe in the unequal ideology and that males are dominant - the campaign is also predominantly aiming itself at males due to the use of multiple male models.
Male Stereotype (Film & Television)
The Bachelor is a reality TV dating show consisting of a group of women 'competing' to win the affection of a single eligible bachelor - thus the name. The male bachelor fits into the stereotypical male role as he is always; attractive, masculine and heterosexual. The man also acts as a 'prize' suggesting that men should be treated like a prize or trophy. The show is aimed at a 20-30 demographic and the 'cast' of the show generally fits in the age group which becomes more relatable to the audience. By having the male fit a certain criteria it sets the impression that the male audience has to look and act a certain way. The show would never feature a more feminine and average looking male as this does not meet the polished and desired image they are creating, the average person would not be considered to be desirable to the audience.
Idea of the New Man (Music Video)
The video for Bruno Mars' hit single Grenade features Mars dragging a piano for a long distance expressing his love for a girl. The song is a statement to the lengths he would go to in order to protect and be with his lover - seen with the infamous 'I'd catch a grenade for you'. Bruno Mars fits into the idea of the new man as he does not try to over promote his masculinity seen by other artists like Jason Derulo, but more focuses on how he has a softer side in order to be able to express his feelings to his lover. In Bruno Mars's videos he does not use his body in order to generate attention and his lyrics are more meaningful and have more depth as opposed to other songs by established artists for example; 'Talk Dirty' & 'Rack City'. Bruno Mars' work is easily relatable to the audience as generally he writes about love and his songs express his love for someone, as love is an easily identifiable aspect of music. He fits into the idea of the new man as well as he values women's independence as opposed as seeing them as an object of affection or sex symbol.
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