Ideologies

In terms of advertisement, I feel that marketing toward women and men are two very different concepts.  I think there is a social fear for men to be soft while for women, there is a definite fear of being fat and ugly.  Advertisements for men tend to try to strike a point between fetishizing the flesh but still manage to connect desire with the product.  Women on the other hand are overly sexualized; the "sexy" dress as opposed to the suit.  Even the silhouettes of the clothing being designed in fashion cover the men in fabric that outline the form and display the muscle and therefore agonic power of the male form while women are given a more subvert power.