I emailed my participants an image of Abbey Clancy, a model, who posed in the Lynx advertorial I am looking at as I feel that the Lynx product itself promotes masculinity through the following page elements:
* In the main page title - "Nuts man tests Lynx 3 on Real Girls" through the description of gender, which I have highlighted in the title, suggests a somewhat patriarchal approach to the advert in some respect. for example the use of "girls" suggests younger naive individuals. whereas "man" frequently used as a prefix to words such as "mankind" suggests stronger individuals and is thought to connote the idea that men are more important thats why the prefix "man" is used to describe larger inclusive categories.
*Abbey Clancy is used as a sex symbol. My participants felt that although Abbey was feminine in term of her body, dress and her hair. the use of Abbey in the advert was somewhat masculine. one participant said "she wouldn't pose in that way for women". yet what is surprising is that in the copy they use the phrase "when a lady like Abbey tells you to do something, you don't say no" this is contrasting to the idea of femininity as it appears Abbey is taking on a dominating role usually associated with men. especially as earlier situation comedies such as the likely lads set during a particularly patriarchal time said that women "should lay back and think of England". due to earlier attitudes with women not being able to enjoy sex, the article suggests feminst perspectives that women are able to enjoy sex and even potentially be the person in the relationship that controls sex both in bed and in the initation.
*the colour scheme - the colours are what are usually considered manly colours such as blue green black and grey
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