FemDom女性支配 — female domination in Advertising

Screen 2 of 3

However, times are a changing. Now the trend in advertising is to portray women as highly sexual beings and Goddesses女神 — a woman treated as divine. When looking at couples in ads, it is interesting to note the sex-role messages. Is one person dominant? Who has the power? Sometimes messages are very subtle - a woman’s hand placed on a man’s shoulder might not be sexual, but it may indicate dominance and control.

Advertisers are portraying men as being less intelligent than, or easily-manipulated by women, as a means of selling a product or service, because this portrayal of men and women reflects the societal evolution toward a female dominated society. Advertisers are capitalizing on the male desire for loving female authority and advertisers are capitalizing on the growing female desire to be in-charge.

These ads are reinforcing to young males that girls are more intelligent and more "in control" than boys are, and girls are being reminded that they are worthy to be worshipped by the male gender. Women are being portrayed as Goddesses女神 — a woman treated as divine and these ads are constantly telling women that "they're worth it".