These ads are both for the same company and product, however one is for men and the other for women. The men's ad shows a man swimming with an extremely competitive expression on his face. There is no writing on the ad except

for on the actual cologne bottle. In the female ad it says DAVIDOFF Cool Water WOMEN. While it is clear this perfume is for women, it still states WOMEN on the ad. Also, the female in the ad is not swimming or doing anything competitive, rather she is wet and staring at the camera seductively. These ads imply that if you are a man and you buy this cologne you will be seen as a strong, fierce, competitor but as a female you will become wet and sexy, everything a man wants you to be.

When women aren’t being typecast as sexualized individuals, they are also being used as maternal figures. In the prominent ad campaign for Got Milk, one advertisement depicts a beautiful blonde woman with a long red gown, holding a glass of milk in one hand and a child in the other. The image and slogan both equal a woman that can either be a sexy runway model or a good mom with no other roles in society. While this advertisement talks about maintaining a healthy weight, the male Got Milk advertisements focus on maintaining strength and muscle. In an attempt to target certain audiences, Got Milk has stereotyped men as aggressive and dominant, while women are sexual, need to maintain their weight, as well as their families