Many images come to mind when the words “masculinity” and “femininity” are used. Our society tends to associate certain behaviors and looks with a person’s gender. Egoistic dominance and aggression tends to be associated with masculinity while passiveness tends to be associated with femininity. People will often say a person is very masculine if he is confident and tough. On the other hand, a caring and nurturing mother is often viewed as feminine. In “Gender Role Behaviors and Attitudes” by Aaron Dovor, the stereotypes of masculinity and femininity are discussed and these gender stereotypes are shown intensively in the advertisement by Dolce & Gabbana.
Masculinity is aggression and dominance. In the Dolce & Gabbana ad, it is very obvious that the men are dominating over the woman. There are five men but only one woman. They are all physically bigger and strong than the woman. The way that the man in the center is pushing the woman onto the ground is very aggressive. However, the woman shows passivity through her inaction. She does not seem like she is trying to escape or fight back. This supports Dover’s claim that woman usually strive for cooperation and communion.
The balance of power also shows gender identity. Competition and thirst for power are some more aspects of masculinity. In the ad, all of the men are looking at the woman, making it look like it is a competition of power and dominance over the woman. However, the woman is just lying there with her eyes closed, dependent on the men to make decisions. This fits the stereotypes of masculinity and femininity by illustrating the competition for dominance of the men and the passivity of the woman.
The behaviors of the models in the Dolce & Gabbana ad also contributed to the stereotypes of masculinity and femininity. The woman in the ad shows that she has a heterosexual orientation. It means that she dresses, moves, and acts in ways that men will find attractive. This is true because she is dressed in a tight fitting black bodysuit that shows a lot of skin. She is also wearing makeup and high heels. These are very feminine aspects that men often find appealing.
Dover said that femininity must be expressed through modes of movement and action that communicate weakness, ineffectualness, availability for sexual or emotional service, and sensitivity to the needs of other. This is true based on the ad because the revealing outfit of the woman and her inaction even when she is pushed onto the ground shows her weakness and availability for sexual service. Her body posture displays her subordinate status and vulnerability because she is pinned to the ground and unable to move while the men are just looking down at her. The fact that she has her eyes closed and is avoiding eye contact shows that she does not want to be in conflict with more powerful people, in this case the men.
Certain body movements and actions tend to show femininity as well. For example, the woman in the ad expresses femininity by having her legs closer together than the men. The way that her toes are pointing inward and the fact that her hands are relaxed also give the appearance of femininity. Her subordinate status is further confirmed through the restriction of the free movement. The emphasis on her sexual characteristics like the light shining on her legs and the S line of her body give her an even more feminine appearance.
Opposite from the qualities of femininity, masculinity is built upon toughness, confidence, and egoistic domination. The man who is pushing the woman down in the ad gives an aura of aggression and violence that makes him look very masculine. The men in the ad have a certain degree of emotional insensitivity which makes them even more masculine. The man in the center is not letting the woman go. The men surrounding them are just standing there watching, disregarding the fact that the woman might be in danger.
The way that the men are standing in the ad also illustrates masculinity. They hold their arms and hands in positions away from their bodies and they stand with their legs apart. Two of the men have their hands on their hips and are looking down at the woman like they are the ones in control of the situation. In addition, the men in the ad are all extremely physically fit. Two of the men are topless, showing off their muscular arms and six packs. Light is shined on their bodies to emphasize their physical power. They all have freedom of movement as opposed to be woman, thus indicating dominance and masculinity.
The angle of the camera and the looks on the men’s faces also indicates masculinity. The camera took the photo of the ad from below the men, thus we have to look up to see them. This shows that that are important. In addition, the men all have stern or serious facial expressions on their faces. This suggests that they are not influenced by the woman. The man in the middle has sunglasses on his face. This might show that he is special and important because he is the only one with sunglasses. It could also be used as a way to display his “coolness”.
The advertisement by Dolce & Gabbana is much more than just a clothing ad. It constituted the stereotypes of gender identity. The ways that the models are dressed and their actions all send messages regarding masculinity and femininity. Like what Aaron Dover states in his Gender Roles Behaviors and Attitudes, the male models process a certain degree of aggressiveness while the female model processes a certain degree of passivity. The men are dominating the woman in the ad and her inaction shows dependence. These aspects all fit and prove our society’s view on masculinity and femininity.
The angle of the camera and the looks on the men’s faces also indicates masculinity. The camera took the photo of the ad from below the men, thus we have to look up to see them. This shows that that are important. In addition, the men all have stern or serious facial expressions on their faces. This suggests that they are not influenced by the woman. The man in the middle has sunglasses on his face. This might show that he is special and important because he is the only one with sunglasses. It could also be used as a way to display his “coolness”.
The advertisement by Dolce & Gabbana is much more than just a clothing ad. It constituted the stereotypes of gender identity. The ways that the models are dressed and their actions all send messages regarding masculinity and femininity. Like what Aaron Dover states in his Gender Roles Behaviors and Attitudes, the male models process a certain degree of aggressiveness while the female model processes a certain degree of passivity. The men are dominating the woman in the ad and her inaction shows dependence. These aspects all fit and prove our society’s view on masculinity and femininity.
