Men And Women's Women By Steve Craig

Audi, a car that purrs like a cat when driven and has a unique black shine, which seduces the eyes and brings the viewer a feeling of strength and confidence. In the 2013 Audi Super Bowl commercial, the audience meets an 18-year-old boy attending senior prom alone. The ad targets an audience between ages of eighteen and adulthood because not only does it appeal to teens but also reminds adults of a relatable time in their lives. When the father throws his Audi S6 car keys to his son, the mood changes from depressing to exhilarating. The young man starts the car with a wide grin and the audience watches as his nervousness drifts away as the car comes to life with a loud roar. With every moment spent speeding down the road he becomes more courageous.
In the article “Men’s Men and Women’s Women” by Steve Craig he explains that the portrayal of women and men are filled with stereotypes of how certain genders should act in society. He says, “…A commercial reinforces men’s fantasies in an environment of clear masculinity and male domination.” When he jumps into the audi s6 you feel the rise in his confidence; he’s the big macho guy who took control of his night, parked wherever he wanted, and also became the center of attention and asserted dominance over the prom queen and the whole room when he kissed her. It is also can be taken as a Women’s Men ad because as Craig says things like, “she may be today’s woman…but she still wants him to initiate the love-making.” In the commercial after the prom queen is kissed she looks at him with a look of lust and awe, same with the girl who rolls down her window and shows interest. Audi tries to imply that by buying their car not only will you be very masculine but very sexy towards the opposite sex and capture their positive attention. However, this could be controversial because it shows that it is okay do that to a woman whether you know they want it or not and that women expect this and are completely fine with