Explore how men are represented in the Media - Diesel Advert + Mad Men

In Media, men are usually represented as being strong, powerful and always in control. It links in with the years-old Patriarchy; the system of society in which men hold all the power and women are largely excluded from it. Women in these societies are seen as objects, used by men and there for all their needs and that alone. To some degree, there is an element of patriarchy still around - many politicians and businessmen are male, and the stereotypical representation of men is still shown in films and tv shows.

In the 'DIESEL - Only The Brave' advert, it does use the stereotypical representation of men to show off their product, which is perfume. Many male perfume adverts play on this representation because men are not one's to usually buy perfume. However, if the company can convey sex and power in some way, men will be more interested. They also often use the idea that wearing their perfume will attract more women to you; it could be argued they have used this ideology in the advert, since there is still a woman present in the voice-over, with various clips of her lips.

Even in the first three seconds, it shows to the audience the element of danger, which is the fire surrounding the door. After this, it cuts to a shot of a man in the midst of the flames, representing this idea that men are usually reckless or dangerous in some ways. It promotes this idea that men should be fearless, which is then shown in other ways during the advert. 

The overall seriousness of the male character as well could suggest that men shouldn't show emotion, and that he should be very collected and powerful all the time. What is interesting too, is when the man makes direct eye contact with the camera, which is at a low angle suggesting power once again, the music starts. It almost sounds like the ticking of a clock, like time is passing and there is a sense of hurry. Businessmen are usually busy and in a rush for meetings or deadlines, so this music could represent this. It is also reinforced by the fact that both men in the advert are either running or walking fast, almost like they have no time for anything else - this could link into the fact that men should be dedicated and have goals in life, which ultimately they 'should' achieve. 

Women are also incorporated into the advert, as they usually are in male perfume adverts. The first time we see a woman, we don't completely see her. Instead, she has been fragmented and so we only see her lips. This is linked to the non diegetic voice-over, which has been put over the entire advert, asking questions and overall creating some sense of mystery. Linking back to the fragmentation, it could relate back to the patriarchy ideology, where women are only there to be used by men; since it only shows her lips, it gives the audience a sense that nothing else about her really matters, since they do not show her entire face. Red lipstick also can connote the idea of love and sex, as it was mostly used to seduce men, and not to just look good.

This advert could then link into the TV show 'Mad Men', which features businessmen who are dedicated to their work, but are equally as focused on women. However, there is a huge element of the patriarchy, as there is a huge portion of male businessmen who don't respect women and think that they are below them - there for them to use. Women could have an oppositional reading to the entire TV show as the patriarchy is seen very clearly; this huge divide between men being powerful and in control and women being seen as sex objects and weak. A lot of the time, the men have serious facial expressions, which can link back to the 'Diesel' advert.