Gender Hegemony in Ads

Hegemony as described in the course packet is the power of dominance that one social group holds over the others. Or in lamens terms is a consensus around certain ideas, so that they come to be accepted as common sense. I think hegemony helps me understand this fashion advertisement because it illustrates the common or supposed role of women in society as subordinates to men.

Hegemony is more than just the basic power over a social group but it is the method for gaining and maintaining said power. It's the framing of the wanted depictions of reality and to make that the accepted reality of most individuals. Its an agreement of people to be ruled by certain thoughts and principles thought to be common sense. As with this fashion ad depicting a sense of gender hegemony.

The woman in this ad is on all fours much like a pet dog would be. She also has a ring around her neck like an animal with fleas would wear. It follows the gender hegemony principles that woman are subordinate in society. They're kept as a possession and for a male, most likely white to take ownership of. She doesn't have much purpose in the ad but to look pretty and be an accessory to the house.

This ad also illustrates gender hegemony. Saying that a woman's purpose is just to please her man. And here's all the things necessary to make HIM happy. It leaves nothing to what would make the woman happy. As is if she wasn't a person with emotions or feelings as well. But a compliment to a man to satisfy him in his life.