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Johanna (Jo) Madjus: When evaluating the patterns, I labeled each ad; I asked myself why I made these claims. As I reflect, it reminded me of an essay we read in Module 6, "The Social Construction of Gender" by Margaret L. Anderson. Anderson talks about the differences between sex and gender. She discusses the concept of the social construction of gender and believes that gender identity is based more on society than biological sex distinctions. At the beginning of the essay, Anderson encourages the reader to try to buy a gender-neutral present for a kid. Yet, the reader will find this a challenging task since toy store aisles are stereotyped by the idea of what boys and girls prefer and what kind of toys they each like to play with and want as gifts. I will quote a part of her essay that basically in a way resonated with me and answered my question, "When sociologists refer to the social construction of gender, they are referring to the many processes by which the expectations associated with being a boy (and later a man) or being a girl (later a woman) are passed on through society… All of these expectations-communicated through parents, peers, the media, schools, religious organizations, and numerous other facets of society- create a concept of what it means to be a 'woman' or be a 'man'. They deeply influence who we become, what others think of us, and the opportunities and choices available to us." With that said, the patterns

for each ad belonging to two gendered-specific magazines, Women's Health Magazine and Men's Health Magazine, are basically from the embedded social expectations that I learned growing up and now assessing what it means to be a woman and a man in society. Here is the data I collected:

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MH: The Chanel Bleu is suggesting that this fragrance is masculine, fresh scent due to the blue undertones and for someone out-going because of the tall buildings and windows lit in the background. And perhaps suited for a men in their 20's and up!

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WH: A mid-age and petite White woman wearing pink and floral active wear. Implying that "Ultra Go Cushioning" is lightweight, comfortable, and breathable and suitable for women 30 y/o and up.

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MH: The Versace Eros ad suggests that if men wore Versace Eros, they will unleash and feel the God-like Erotic of Love within him like the model right here.

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WH: Cacharel is suggesting that this fragrance feel beautiful, sexy, and “glorious” as the model. Gives feminine vibe due to the pastel pink undertone of the fragrance bottle and background. And perhaps suited for a women in their mid-25's and up.

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MH: Encouraging to make walking a workout. Model in on a football field, hands in his pocket, wear a blue shirt which gives a masculine vibe. Skechers suggest that this shoe is suited for middle-age men

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WH: You can tell this is a female's footwear because of the pink color ways of the ad and bottom soles of the shoe. This shoes will provide premium walking performance and suited for women who are mid-age, 50 y/o and up.

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MH: "Stretch” is emphasized in this ad and it implies that +30 y/o men will eventually need a footwear that will provide all-day comfort. Showing a White men who is a professional pitcher wearing Skechers, Stretch Fit.

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MH: Suggesting that Yeti products are durable and last long which is referring to built for generations. This ad implies that men and boys are built to be wild and free (surfing) that this lifestyle is pass down to generations (showing the boy following the older man carrying the Yeti cooler while both are carrying their surfer boards.)

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MH: Ad for a truck, it is implying that men are born to drive trucks, doesn’t mind getting dirty, in the mud, outdoors, on the bike, driving a big truck and etc.

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MW: White man is on a dirt bike, covered in mud and looks happy. Although this man is on the motorcycle and this is an ad for a truck, it is implying that men are born to drive trucks, doesn’t mind getting dirty, in the mud, outdoors, on the bike, driving a big truck and etc.

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MH: White man is on a dirt bike, covered in mud and looks happy. Although this man is on the motorcycle and this is an ad for a truck, it is implying that men are born to drive trucks, doesn’t mind getting dirty, in the mud, outdoors, on the bike, driving a big truck and etc.

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MH: Suggesting that this electrolyte drink can help with beating the heat when doing a cardio activity outdoors. This also implies that men typically like cycling outdoors or ride the bicycle as a preferred cardio activity outside.

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MH: Implying that men love to push their limits and like the feeling of adrenaline

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Boats and boating--Equipment and supplies

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WH: Implying that having curled lashes and defines brows is beautiful. This can be achieved by using a serum.

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WH: Will transform your skin from the driest skin to a soft and better place. And that this is beautiful and more confident with themselves and those around them. Wearing a floral clothing, flowers are a symbol for blossoming and change.

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WH: Menopausal changes are the opposite of joy.

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WH: If you want to reduce the appearance of your scars and stretch marks then use Bio-Oil. And make sure to hashstag #LoveYourMarks ;)

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WH: I notice that most Secret and other anti-perspirant ads have a White woman showing their armpit. Rarely see a POC women in their ads showing off her armpit. Secret is suggests that their product will provide protection, fresh scent and confidence.

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WH: Adult diapers for women that has a feature of shapewear suggest that women should have a silhouette and why this is essential and valuable for appearance.

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WH: Saying that women must work out harder to be tough because of the woman punching the bag and sweating profusely.

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MH: It seems to imply that men have this desire or perhaps can be pressured to know the “secret” or “mystery” of the “best sex ever” to satisfy more for themselves more since nothing in this ad suggest that this can help men satisfy women during sex.

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MH: They suggest that this dog food brand or product does not smell like the usual dog food. And if you love your pet, you will feed them this.

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MH: he man is wearing a striped collared shirt which is the typical uniform of a USPS carrier. The ad suggests that USPS is a reliable source for fast deliveries. However, in most USPS ads, I notice that a POC is always used as models, not whites who model as a person-carrier.

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MH: Both retired NBA players are pointing directly at you/the reader giving the urgency about learning about cancer prevention and taking the pledge to do so. Implying that men must prioritize their health when it comes to getting the screen to ensure there aren’t any casualties like cancer.

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MH: They suggest that Hillshire Farm and its products are made from a farm. Male readers will be attracted to this ad because it shows a picture of a giant turkey sandwich (looks delicious) with plenty of meat cuts since this is usually what is preferred by men who eat sandwiches. It seems like a “manly sandwich.”

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MH: The man jumping off the dock with his dog to swim in the lake is an interesting photo because it embodies the saying, "A dog is a man's best friend." This is quite a "sporty" and "active" ad for a dog-food brand since it emphasizes words like strength, stamina, and high performance since this is what is expected of men. And at the same time, what should be expected of a man's dog/pet.

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MH: Less sugar is as good as sweet tea.

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WH: Need to take care of underarms as much as taking care of your face.

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She is not her own individual person, has another component whether this may be a man, child/ren, pet/animal. Perhaps two dogs equate to a man or masculine protection.

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WH: Brows and lashes has to look, shiny, hydrated since this is considered “healthy-looking” and “ultra-luxurious”.

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WH: Women are expected to be caring individuals. And that this suggest that the product and women care about the environment and nature.

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MH: Suggesting that Ikea is a place for convenience to find affordable home essentials and décor since men are usually stereotype for not being meticulous when it comes to home décor.

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WH: If you love your cat and are passionate about your cat’s wellbeing and figure, feed them Fancy Feast Petites.

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WH: If her hair seems nourished, shining and has volume that they love their hair.

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MH: Suggesting that Texas is a nice place to visit when considering a next vacation trip. Shows 4 POC (Black Women and Men) in the ad having fun in nature and one guy jumping and taking the plunge in the lake. There seems to be a stereotype that Texas is not inclusive when it comes to diversity, this ad shows that Texas is a state to consider for everyone, especially POC.

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MH: Suggests that there is more to love about Tyson chicken tenders because it provides a convenient option for men (who do not cook) to prepare for their family since it mentions that this is the #1 chicken for all.

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WH: Women cannot be alone and that she must have a companion when venturing. If she does go without the other person, whether this may be a man then they will miss that person.

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WH: Plant-based cleansers, also 100% biodegradable body wash... more reasons to love beauty and planet.

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WH: Suggesting that this water is not an ordinary water. Promotes that this water has a “soft”, “smooth” and "refreshed" taste, but water does not have any taste. Also, using these gentle words and with the pink flower on the water bottle has a feminine approach.

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WH: The hype right now which is Fast Rehydration… Muscle Support… 1/4 sugar and  staying active and fit.