In his essay, "Men's Men and Women's Women," Steven Craig addresses the topic of gender. With the constant brigade of media influence, strong messages are sent out about gender roles. Through the lens of the most popular form of media influence, television advertising, Craig successfully unveils the image of the American man and woman that the advertisers are trying to convey. Craig basically uses various television advertisements to highlight the proposed differences between men and women, i.e men like beer, fishing, and are dominant, and women are skinny, beautiful, and dumb. Craig concludes by saying that the target audience demands wholly on the way men and women are portrayed. For instance, If the target audience is young stay at home mothers, than the advertisement will depict a loving home environment in which the mother, who is kind, loving and gentle, uses this product to improve the life of their child. Advertisers use gender stereotypes to their advantage to sell their desired products to a target audience. I am in total agreement with Craig that advertisers will try to use gender stereotypes in order to sell their products. Advertisers will always find the most effective means of selling their products, and making people believe that this product will turn them into the ideal man or woman, is the most effective way to sell the product.

"Men's Men and Women's Women" addresses the topic of gender in America. He uses advertisements, including four specific examples, as his lens. Craig demonstrates that women view women and men differently than men do. The ads we see are specifically target to the audience that is watching the shows, with ads more targeted at women at home during the day and men at night during sports broadcasts. As a result, the advertisements perpetuate many gender role stereotypes. Advertisers see this as an effective way to promote their products.

The topic is gender; the lens is television advertising. Craig analyzes various television commercials – from their content to the time of day during which they air – in order to show how they reflect men’s and women’s perceptions of themselves and of each other. Men are confronting (or escaping) their waning masculinity while women are concerned with their body image as a means of preserving their family and their marriage. Advertisers recognize and exploit this frequently, reinforcing our patriarchal society.

The topic is gender roles in society and the lens is typical television advertisements. Craig examines four different commercials from many angles. Craig uses the air time, content, physical descriptions and words to all prove his point that advertisers really use the audience to their advantage. He shows that women and men perceive themselves and their gender in its entirety. Manly men never have committed relationships, always have fun and escaping life. While women have their bodies, pretty much the only thing they care about and use to their advantage. Women are seen as preserving their body for their family. Men do not have a family. The commercials that women see are full of intimate, committed and caring ... and long-lasting relationships, while the men never stay with the same woman. Advertisers use the stereotypes effectively to prove their point thereby enforcing the male patriarchy in our society. Craig is showing us what we all know, advertisers reinforce the stereotypes of the typical man and woman. Advertisers merely see it as a way to sell their products.

The topic of this piece is how modern day gender roles are portrayed in the media. Steve Craig uses the lens of two typical commercials marketed towards males and two typical commercials marketed towards females to explore this topic. Through viewing the portrayal of gender roles today through these four commercials, Craig concludes that gender stereotyping in advertisements continues today, in a more "subtle and insidious" way. He also comes to the conclusion that industries have an economic incentive to use advertisements to reinforce patriarchal gender roles - so that men and women continue to buy in the same gender-based patterns that they have for years.

I do agree with these conclusions - I'd say almost every TV ad I watch that features either men or women follows the same basic pattern of reinforcing gender roles. And although I don't know enough about it to form a real opinion, it makes sense to me that companies would have an economic incentive to reinforce these gender roles. It's easy to market Barbie to girls who want to look to like her, and easy to sell beers to men who think beer is a man's drink. Its an interesting problem to tackle, because its not something that can really be regulated by the government, and it doesn't seem like any corporation would be compelled to change their advertising strategy. And today, maybe because the advertisements are so subtle, and because most people don't consider sexism to be a big issue in this country, there isn't a powerful movement from women or the public to change it either.

Steve Craig’s topic in “Men’s Men and Women’s Women” is gender identity through the lens of specifically designed commercials during different parts of the day.

Craig first spurns the economic exploitation of the commercials for insincerely and disrespectfully portraying both genders in the commercials. He briefly delves into the fact that the sole purpose of commercials is to expose its target audience with images that associate the product with pleasurable ideals. The businesses want to sell the product to make a profit, and they will go through whatever means necessary to achieve that goal.

Then, Craig observes the stereotypes these commercials impose on its viewers, usually young men and women. In the Men’s Women commercial, Craig notes how the women are simply objects of desire and how in Women’s Men, men are vulnerable and completely submissive in relationships.

The portrayals of gender identity seem to be a problem, according to Craig. There seems to be no contact or communication between the genders outside of the commercial world, which allows the ideals in the advertisements slowly become the viewers’ realities. I agree that the portrayal of gender identity has become a problem in part due to the ever-present television watching culture we live in today.

The overall topic explored is gender, and the lens is advertising and the media. He builds the idea that advertisers will always twist gender stereotypes in order to sell their product. In this method, advertisers can reach their target audience and sell their product more efficiently. I agree with Craig, and I also believe that what the media defines as "male" or "female" eventually becomes accepted as the norm. For example, women are meant to be "soft" and empathetic, while men are tough. The media then must always twist and twist the stereotype.

The topic of the essay was the stereotypical roles of men and women in society through the lens of advertisements on television. I agree with Craig in that the roles that the media imposes on society eventually becomes the norm; women are supposed to be thoughtful, soft, caring and not outspoken. Men are supposed to be loud, dominating, strong, charismatic people who take control of any situation that they enter into. I also agree with him in that it is the consumers choice whether or not to accept the advertisements and that we do not have to accept this portrayal of men's and women's roles as the way things must be.

The topic of the essay is the stereotypical gender roles of woman and men and the the lens in which the author tackles this issue is advertisements in the media. Craig examines different commercials shown at different times of day, concluding that advertisers adjust their messages to please each sex. The advertisements mirror the stereotype that the man's ideal woman is passive and promiscuous and the woman's ideal man is submissive. He criticizes the media for enforcing these stereotypes on television and for using them to sell products. I agree that the media does play into creating and enforcing gender stereotypes and think that they have a harmful impact on us.

Gender is the topic of "Men's Men and Women's Women" by Steven Craig. Craig discusses gender through the lens of television advertising and the different methods used. Steven Craig uses various commericals to highlight various aspects of the television to marketing world. He outlines the extreme differences between commercials for men and commercials for women.
Craig concludes that the advertisers will continue to use the respective gender stereotypes in order to sell their products and make profit. He also concludes that advertisers will use images to catch the attention of their target audience. This allows the advertising companies to reach their target audience and to make money.
I agree with Craig's conclusion that advertisers will always use techniques such as stereotypical gender images in order to sell products and make the most money. I also agree with Craig's point that advertisers care less about addressing the gender classifications as an issue than they do exploiting them and using them for their own gain. The advertisment companies are very selfish and stubborn. Without a huge push, the advertising companies will continue to be lazy and refuse to change the way they advertise, regardless of their advertisment side effects.

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