The spectator is given the power to "gaze""(Sturken and Cartwright, 2001, pp.76)at the image, and in this case, the male subject is the one instilled with this power. The females in the image are put in positions were they show no power and are placed in negative stereotypical roles. "The women are the objects of the male gaze, and their returning looks are accorded no power in the image.""(Sturken and Cartwright, 2001, pp.90). The females in the image are in provocative clothing and are in a position of frailty. The male viewer sees this and feels a sense of power, they have the ability to look at these women and fascinate and dream about them without being scrutinized. Males are given the "gaze"" of power and the females are the ones being gazed at. Today's contemporary advertising focuses on gender codes in selling products and this is especially true in the car aftermarket parts industry. .
Contemporary advertising in today's society focuses heavily on shaping the subject that is the male viewer. Institutions have a set of discourses which they use in the creation of the images in their advertising. Advertisers shape the subject and instil ideology which the institution believes will be beneficial to them. The male subjects are shaped by the images in advertising that institutions produce and eventually absorb the images they are being bombarded with. They come to treat females with negative stereotypes just like the images presented the females. My image presents this view perfectly, the females in the image are objectified and the male is glorified. Males will come to treat the females as an object of their gaze and assume that if they buy these products, they will be just like this gentlemen in the car. Contemporary advertising is responsible for the images that they present and are an influential institution in the society. Advertising must begin to back away from gender role advertising and focus on other aspects which can attract viewers.
