Throughout this first semester here at IU I have been exposed to many knew ideas and been convinced of the idiocy of others. I do not see myself as a feminist simply as a person who sees an injustice and happens to be a woman. Male dominance has slowly become a thing of the past since we are now in the twenty-first century where woman and men alike are now ruling the world. However, there are select few that are still trapped in the period of time when men were praised and revered while women were simply trophies with little input on social issue let alone private ones. In the sixties and seventies not only did advertising companies have to adjust their angles to fit a new audience of race but also one of gender. Women began to join the workforce and bring in the valuable income that the advertisers were drooling over, forcing them to expand the market to comply with men's needs as well as women's. New advertising for razors soaps, shaving cream, and other neutral or male dominated products were forced to now angle there campaigns towards women interests. However, one genre of product still hasn't made a leap into the twentieth century let a lone the twenty-first. The liquor companies still demand on having a sexist and material view of women and exploiting them in order to boost the male confidence and sell there product.
Ad # 1 is a prime example of advertising companies trying to boost male ego. The black background that only contrasts with the light reflecting off the black man and the Hennessy label allowing the ad to appear in a somber intertextual context that illuminates mystery and toughness. The black man is wearing large dark sunglasses, is unshaven and is wearing a dark snake skin pattern shirt. The appearance traits the man holds portray him as a hard-ass, no nonsense, thug-like, type of guy every twenty-one year old hopes to become when they"re forty. The text "never blend in" is at the middle of the page suggesting that the man at the top is original like the alcohol and if you want to drink it you should be too.