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Technical difficulties regarding the selfie cam, will upload a fixed version later maybe, but its been 8 hours of hiccups and hurdles and at this point im tired and out of energy.

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Ads centered around natural skin and the appearance of natural skin toe a very thin line, but nonetheless create and implant certain expectations within the viewer. At the end of the day, it highlights and emphasizes the importance of natural looking skin, while also creating the expectation that women should try for this appearance, try to chase natural looks, while demanding they wear makeup to acomplish this. Smooth skin, poreless aperances, and a lack of wrinkels all feature very heavily, and demands women put the effort in to achieve these standards.

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While an ad for a clothing company, I belive this ad shows fully the expectations saddled at women. While it lacks text or language to indicate these expectations, I think this one visually demonstrates these expectations to the best degree, without anything else to detract from them. The woman is toothpick thin, with smooth and blemish free skin, and blonde and white. While individually both these traits and this ad can all be passed of as innocuous, its important to note that many, many ads within this examination have some or all of these features, and its the cumulative effect that makes this one stand out the most in this mind. White features, thin bodies and smooth and fair skin individually be nothing problematic, but when every ad focuses on some combination of these features, it demonizes via absence, presenting beauty as these things, and to viewers without these traits, make them feel bad about their own bodies.

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The necessity of winkle serum is predicated on the idea that wrinkles are ugly, undesirable and unattractive, and while the ad doesn't explicitly state these things, in combination with the other adverts, it might as well. No one in the magazine looks over 40, using some combination of makeup, clever editing and perhaps serum's like this, however absence can still be felt, and the use of the phase "second chance" creates the idea that you have made mistakes, and this is something you need to fix, causing older women who's youth are behind them to chase after it with questionable products and practices.

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Given that Heterosexuality is the norm, its less than surprising to see it feature in advertisements, but this is unapologetic and blatant. It creates a statement, presented less as an expectation and more as a implicit fact, that how men see you is the hallmark of appeal, that appealing to a man is the most important thing, using your body, lipstick, mascara, and finally and most importantly for this ad, perfume, and expecting women to use all these things to do so.

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While this ad is targeted and directed at women who already participate and care about ensuring footwear contributes to your outward appearance, I find this ad serves as a great example of the subtle things it teaches the viewer, and I want to highlight the inclusion of both the young girl, and the man. It normalizes in the eyes of the viewer teaching these things to your loved ones, stressing the importance both to those you date, and your children, ensuring that the importance of appearance and to a lesser extent shoes, is taught to others.

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Featuring a man exploring a forest with his dog, this ad appeals to and creates an association between masculinity and the wild outdoors, and while this one doesn't lean as heavily on the ruggedness and wildness, it is still present, and acts and appeals to a wider narrative of independence and self-sufficiency, while seemingly more benign and less harmful than some of the other ad's in this analysis, its worth noting that these expectations can be alienating towards men who don't enjoy or engage in them, while not actively harmful, it is nonetheless pressure that effects men who see these types of ad's.

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Weight-loss and working out play a fairly large role in the construction of masculinity, but this takes it to the extreme, hyping up the importance of being fit using bold language to emphasize the importance of strength, of being fit and being "tough", using prison as a benchmark, challenging the viewer and asking them if they are tough enough to survive prison. Given the mythmaking surrounding prison and how you need to stand up for yourself, often accompanied with alpha/beta rhetoric, it entrenches these ideas firmily within masculinity, while not actively demonizing being unfit, it is subtlely and indirectly doing so by challenging the viewer, implying that they arent currently tough enough, but they can be.

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The importance of sports drinks specifically sports drinks with low sugar content, relates to masculinity as often men are expected to work out and participate in sports and other competitions. While this pressure isnt as direct as advertisements of protein shakes and workout regimens, it is present and worth noting. Furthermore, the activity being displayed appears to be a highly competitive one at that, reinforcing the idea that men compete with one another for victory and to win, making everything a zero-sum game where you either win or lose.

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Heteronormativitey is something always worth keeping in mind during these explorations, and while not explicitly spelled out in most cases, its important to remember that often the emphasis on family is made with the expectations that the relationships are of a heterosexual variety. While other ad's reinforce these ideas more subtly, this ad visually spells out this point, by showing a man woman and child together, defining family as wife and husband, and enforcing those gendered norms and expecations of heterosexuality.

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This Ad upholds traditional concepts in Masculinity in a few different ways. Depicted very clearly is 2 boys roughhousing, supported by a caption that further confirms this. Howerver, the brand plays an important role, making clear that the intended audience is that of a Father, and subtly upholds the responsibility of providing for ones family, the importance of providing a space for your kids, and fostering the sense of competition in your kids. While the viewer itself isnt encouraged to be competitive, the caption implies that its normal for boys to be competitive, to fight, and to argue, implicitly encouraging these traits by normalizing them in the eyes of the viewer.