A 2007 ad from Diesel focusing on jeans and their new “Global Warming Ready” ad campaign. This picture seems to depicts the roles a man and women when sexualize in an advertisement. The women hugging the tree seductively, showing off the pair of jeans she wearing, while the male model body gesture, shows an attraction towards her. The pair of jeans the male is wearing represents masculinity and the popular style of jeans at that time, same with the female’s jeans. This advertisement from Diesel reinforce the traditional gender norms through clothing and how the model presents the garment with their bodies but ” our bodies and our clothes are key factors in our articulations and representation of gender as a subject position and as a mode of subjectivity,”( Kaiser,131) and during 2007, the idea of unisex and eliminating traditional gender roles were not popularized. The style of jeans showed from the male model reflects a popular masculine consciousness on what was fashionable for males during 2007. many fashion ads including this one, usually suggest a women sexually aroused to highlight the man’s masculinity as heterosexual. The female, then would be the accessory but instead of emotional intimacy, it would be sexual; for it to convey the sexist eloquence of hetero- masculinity as the life-style through advertisement. This defines the brand as masculine and the product as feminine, which gives the ownership of women. Due to our culture now, this idea is not popularized and has started to break down. However, when social norms are so deeply embedded within our culture, change is slow.
