Furthermore, female performers usually illustrate the attractiveness messages, and male voice-overs usually explain the message. It comes across condescending. But the biggest mistake is an ad that's sexist, with a woman draped over the hood. He shows how advertising and marketing are being pitched to these women. B. Encoding studies 1.
Men look at women.
Women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. These are not intrinsically gender traits, but ways of coding social scenes. This arrangement seems widely represented in advertisements, in part, no doubt, to facilitate interpretability at a glance. Correspondingly, holding the body erect and the head high is stereotypically a mark of unashamedness, superiority, and disdain.