Daniela M.

Medina ANT 3302, Fall 2013 Professor Groff A Highly Gendered Converse Advertisement

Gender roles are often used in advertisement in order to portray a particular product as appealing. However, when analyzing the amount of stereotypes present in this particular

Converse advertisement its shocking and sickening. At first glance, it seems interesting, weird, and very creative since it shows the shoe in a new perspective. However, this new perspective is filled with gendered representations of the masculine and patriarchal society we live in. This advertisement is degrading towards women in regards to the extreme feminine characteristics in it in contrast to the characteristics of the male. In this advertisement, we can see four of the five gender-related behavior displays in advertisement. The most obvious patterns are of ritualization of subordination and relative size where the woman becomes an inferior subject to the man in both size and placement. The woman is strategically placed behind the man giving her a minor role in the advertisement. This feeling is then further emphasized by her licensed withdrawal by looking away from the viewer and staring off into space. The expression of her face is that of being in another world. On the other hand, the man looks directly at the viewer with an indifferent and strong facial expression and natural skin tone. This realistic appeal of the man contrasts the feminine touch and appearance of the woman. The womans skin seems incredibly pale reminiscent of the color and texture of porcelain. The manner in which she holds the bouquet and the way in which the white flower crown is placed upon her is extremely delicate. The lack of strength in her skin and body is overpowered by the emphasis of the mans muscles through the use of the sleeve and high contrasts of lights and darks in his arm and neck created by the clenching of his arm. The contrast of importance of the individual is not only provided by the individuals themselves but also the way in which the shoe has been used to accent their gendered views. The womans white shoe has been contorted in order to create a sort of waistline curve while the man has a continuous curve along his back showing a more relaxed stance. Although the main focus is supposed to be placed on the shoes, the amount of gender stereotypes and the play of gender roles are undeniable. Im very skeptical about the type of audience Converse attempted to gain, but it is disappointing to see the way in which they diminished and trampled all over the importance of the woman as a representation of an inferior shoe when compared to that of the original black one.

Sources: http://adsoftheworld.com/media/print/converse_couple