Men's Men and Women's Women

The passage "Men's Men and Women's Women" by Steve Craig has many different views on the economic structure of the television industry, and how if affects us as the consumer. Advertisers concentrate their budgets on those programs which the target audience is most likely to view. For example during the daytime they target middle age to older women as the audience, because there most likely home with children. During the evening hours the target audience would mostly be men. Men usually watch television when they come home from work at night. Another example is on the weekends which men definately outnumber women in the audience, which services then.. aim at men. Steve takes the analysis for four commercials. He tells what level the spectators and fans are on, using feminization, masculinity, and all these different characteristics which target an audience. I chose this excerpt which I think basically sums the passage up. "Gendered commercials, like gendered programs, are designed to gave pleasure to the largest target audience, since it is the association of the product with a pleasurable expierence that forms the basis for much American television advertising. Yet patriarchy conditions males and females to seek their pleasure differently. Advertisers therefore portray different images to men and women in order to exploit the different deep-seated motivations and anxieties connected to gender identity".