Ads

An important social norm that’s more universal than the any others is none other than gender stereotypes. It is the beliefs that men are ideally masculine and women are ideally feminine. One powerful aspect of this stereotype is that not only is it descriptive characteristics of the members from each gender but also imposes the notion that we are supposed to enforce those attributes. Females are supposed to be emotional, passive and warm and males are supposed to be strong, ambitious and dominant. The source relates to the biological differences between the two sexes such as child bearing and breasting feeding that prescribes the idea of female to be caring, domestic housewives, or hormonal differences in which estrogen cause women to be sensitive and expressive of their emotions and while as testosterone stimulate more aggressive behaviors.   

 Aaron Devor stated that the media constantly portray these two features, masculinity and femininity, as oppositions but they are not characteristics of hierarchical power but as two different approaches. So when there is a significant offset in power, Aaron Devor rejects them as cultural construct that need not be true such as women being passive and dependent. A quote which sums up the objective of this article is “thus it seems likely that many aspects of masculinity and femininity are the result rather than the cause, of status inequalities.” Here, I attempt to present an ad that depicts the distinction of both genders that may still have some relevance.

The advertisement I had chosen was a movie poster ad of Superman Returns 2006 starring Brandon Routh and Kate Bosworth and directed by Bryan Singer. I picked it because the title has a valuable legacy, in which its historic record initiated with the comic book popularized in about the late 1930’s and onward and followed by the television series in the 1950’s. The original film “Superman” of the 1979, with huge success in the box office, had stood the test of times. The franchise isn’t over yet, “Superman, The Man of Steel” has been moved to release on 2013 due to stiff competition from movies of 2012. I wish I can give more informative details on this other than the source Wikipedia but I’m just not acquainted with any of the medium generated from the Superman franchise.

But still, the iconic Superman hero is recognized widely. One needs not familiarity to know he is someone (an Alien) who possesses strength and durability far exceeds that of an average man. And he tends to use this power for good such as saving for city from a giant Spider or other evil forces. On the side note, almost every comic superhero, dominated by male leads, has a romantic love interest, whom is usually portrayed as extraordinary beauties with attractive feminine qualities and she requires rescuing more than way too many to swing her off her feet. Female leads that usually play these roles have became sex symbol like Mary Jane from Spider man trilogy and especially the “Bond’s girls” who are idolized and fantasized by many. The object of desire centralized in Superman is Louis Lane. Though the 2006 movie didn’t make much of a splash in the media, it does carry a crossover of conservative and modern cultural values. 

            Unlike back in the days, we’re now overly cautious and sensitive about what are presented in the media because the fact is there is always a community that would actually complain (and sue). To represent the roles of masculinity and femininity, they are often contrived subtly using various disguises as discussed in class such as clothes, camera angle, setting, postures and gestures, lighting, etc. So to portray a passive victim waiting to be rescued by her heroic male figure, this movie poster has Superman, Clark Kent, wrapped his rose red cape around Louis Lane. Though the cape is a bit darker in display due to lighting, the significance of it (if I’m fishing for an answer) is to show a deep and complex intimacy between the two. Not all Superheroes wear capes but it's usually used make the hero appear bigger and more dynamic in motion and fighting. Another symbolic representation is this idea of a wing, despite the fact that superman can fly without the cape. It shows Superman as a guardian angel, the protector of the city and its civilians, women and children.

            More than ever, now we focused not only on one's acting ability to play or interpret a role but mostly on those who look the role. Kate Bosworth is no doubt a beautiful woman and her most memorable feature remains to be her eyes which has two different pigments. An observable attribute the audience is looking for in someone playing Superman is muscle! Though, there were nitpicking where people thought Brandon Routh playing the role was bit skinnier than their preconception of Superman’s image. The outfit Superman wears is a blue tight spandex and a long with shirt with capital S labeled on the chest. This allows the viewer to delineate the toned shape of his body. The image has Superman occupying the entire space. The girl is small and almost a head shorter (promoting ideal heterosexual couple size) standing close to superman’s shoulder as if being held and protected. Details like these are used to accentuate the male lead’s presence to make him appear admirable.

            Facial masculinity is an important standard for guys in America. The lighting casts a shadow on Clark Kent’s face to make it look more rough and rugged. His chin has that dimple which was a popular conception of manliness in old times and today as well but not as appealing. Who can forget square jaws, enough said. The hairstyle is a classic slit to the side, which is/was popular for men in the competitive business field.

            Kate Bosworth had her face photographed from the side. From that angle, her face looked small, angelic and meek to honor the idea that she really deserves the protection from the person next to her. To show the submissive role she plays, she had her head tilted upward with a passive gaze at Superman in awe. Meanwhile, superman had his chin nuzzled downward, with eyes shut, in a serene facial shot to make him look more impressive and confident. Even the display of masculinity is subtly done. It’s not muscle all up in your face. The guy looked calm and held back. Masculine and hint of modesty huh? Very different from the ton of crude action films generated from the 80's. No, I actually think it is an attempt to de-eroticize the masculine imagery. I might be more certain if I actually saw the movie.

            The setting looked like Earth or another worldly planet from a far distance, so which means they are positioned in the galaxy. It’s quite futuristic and science fiction. I don’t know whether it was done to underline their eternal love or Superman’s Godly power, his omniscient presence as savior of the universe/Galaxy. (I’ll add a conclusion later, as for now, it shall end abruptly).

Here are something off topic: