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Reyer
Van
Heusen
has
become
a
well-established
clothing
company
since
it
began
with
a
man
lugging
around
a
wooden
cart
with
mens
shirts
on
it.
They
have
changed
from
only
selling
mens
clothing
to
selling
womens
clothing
as
well,
but
their
methods
of
advertising
have
not
really
changed.
In
two
of
Van
Heusens
ads,
one
from
1957
and
another
from
2007,
there
is
a
large
emphasis
on
gender
roles.
These
ads
empower
people
through
wearing
Van
Heusen
clothing
and
to
take
charge.
Although
these
two
ads
may
target
different
roles
of
genders,
both
ads
use
imagery,
word
choice,
and
other
rhetorical
devices
in
order
to
drive
across
their
messages.
Even
though
they
are
quite
different
in
nature,
the
civic
in
these
two
Van
Heusen
posters
explicates
the
idea
of
gender
equality
and
the
shifting
focus
over
time.
The
imagery
of
both
of
these
Van
Heusen
ads
inspires
emotions
of
confidence
and
responsibility.
The
man
is
lounging
in
bed
in
his
dress
shirt
and
tie,
looking
off
into
the
distance.
It
seems
as
if
he
does
not
have
a
care
in
the
world
except
for
how
lucky
he
is.
This
image
of
him
gives
off
the
idea
of
professionalism
and
pride
for
being
the
big
man
of
the
house
so
to
speak.
His
Van
Heusen
tie
gives
him
the
confidence
to
exert
his
power
over
his
wife.
His
look
of
pride
evokes
the
want
to
be
in
the
same
position
as
him
with
the
power
of
being
in
charge
of
his
house.
Van
Heusen
uses
the
image
of
the
wife
on
her
knees
to
show
the
inferiority
of
women
and
how
they
should
serve
their
husbands.
The
images
on
this
ad
directly
call
to
the
civic
of
people
in
that
time
period
to
follow
the
norms
of
society
where
the
men
were
in
charge,
and
the
women
were
there
to
take
care
of
them
and
the
house.
Even
the
differences
in
the
clothing
worn
by
both
the
husband
and
wife
show
their
different
statuses
and
civic
duties.
The
apparent
focus
on
gender
roles
through
these
images
distinctly
identifies
what
the
ad
is
asking
of
the
civic.
It
appeals
to
the
pride
within
men;
and
through
this
appeal
to
pathos,
convinces
men
to
be
the
one
who
is
in
charge
and
supports
his
family.
Along
with
the
old
ad,
the
imagery
of
this
new
ad
plays
on
equally
extreme
roles
of
women
in
todays
society.
In
this
ad,
only
one
woman
is
pictured
in
the
middle
dressed
in
jeans
and
a
blazer.
Rather
than
focusing
on
the
way
the
woman
helped
the
man
to
look
superior,
this
ad
focuses
on
the
strength
of
one
woman.
The
clothes
she
wears
in
this
ad
play
also
give
her
the
power
to
take
charge
similarly
to
the
ad
from
1957.
Her
disinterested
look
exemplifies
the
idea
that
women
do
not
need
to
turn
to
anyone
else
for
approval
now.
This
calls
upon
women
to
step
out
by
them
selves
and
take
a
stand
on
their
own.
The
look
and
attitude
of
the
woman
pictured
inspire
confidence
and
a
similar
idea
of
power
to
that
in
the
old
Van
Heusen
ad.
The
simplicity
of
this
ad
helps
to
create
a
strong
focus
on
the
targeted
audience,
while
having
both
a
man
and
woman
in
the
old
ad
calls
to
both
men
and
women
to
do
their
civic
duty.
Clearly
these
two
ads
are
from
different
time
periods
though
the
type
of
images
used,
but
they
both
have
a
large
impact
on
calling
upon
the
civic.
In addition to imagery, these two ads use language in order to target specific
genders
to
take
charge.
The
main
slogan
of
the
old
Van
Heusen
ad
is
Show
her
its
a
mans
world.
This
is
quite
a
statement
to
make;
however,
it
is
powerful.
It
directly
asks
men
to
take
charge
and
show
women
how
strong
they
are.
Men
are
called
upon
to
be
the
leaders
of
the
world
while
women
should
stand
by
and
let
men
run
the
world.
In
addition
to
this
slogan
boldly
printed
on
this
ad,
the
descriptions
of
the
ties
includes
For
men
only
and
man-talking,
power-packed
patterns.
This
further
established
the
ethos
of
Van
Heusen
as
a
manly
company
that
can
relate
to
all
the
strong
and
powerful
men.
It
plays
on
boosting
mens
egos
and
their
masculinity
in
order
to
get
them
to
do
their
civic
duty
through
wearing
Van
Heusen
ties.
It
is
explicitly
talking
to
men
and
placing
an
extremely
large
importance
on
gender.
Everything
about
the
ad
appeals
to
pathos
in
the
sense
of
pride
and
responsibility
of
men
to
do
their
duty
and
be
superior.
The
new
Van
Heusen
ad
has
similar
language
to
that
of
the
old
ad;
however,
it
is
calling
for
women
to
take
charge.
On
the
top
there
is
a
small
paragraph
about
everything
a
look
can
do.
It
says
how
much
it
can
affect
the
person
who
has
the
look
while
also
affecting
everyone
around
him
or
her.
Also
at
the
end,
it
says,
Lead,
Lady.
This
simple
two-word
phrase
is
powerful
in
calling
upon
the
civic
to
do
its
duty.
Similar
to
the
older
advertisement,
this
slogan
calls
upon
people
to
take
charge,
however
in
this
case
it
is
calling
for
women.
The
comma
within
this
phrase
also
has
importance
in
the
message
behind
it.
If
they
had
used
Lead
Lady
instead,
this
could
have
had
so
many
different
meanings.
With
the
comma,
Van
Heusen
is
demanding
that
women
step
up
and
take
charge.
It
is
not
asking
women
to
do
their
civic
duty
but
rather
stating
that
they
must
take
what
is
theirs
and
do
what
they
were
made
to
do.
This
demand
is
very
similar
to
that
of
the
older
ad
in
the
sense
that
it
is
calling
upon
the
people
to
take
charge
with
a
very
strong
focus
on
gender.
The
clever
use
of
language
on
these
ads
is
clearly
important
in
the
goal
of
calling
upon
the
civic
to
do
their
societal
roles.
The
newer
Van
Heusen
ad
also
makes
use
of
anaphora
in
the
top
paragraph
to
further
empower
women.
By
repeating,
A
look
can,
the
audience
is
able
to
grasp
the
urgency
of
understanding
how
looks
empower
but
also
how
women
need
to
start
taking
charge
now.
Because
of
the
importance
of
gender
equality
in
todays
society,
Van
Heusen
is
saying
how
women
must
stand
up
for
themselves
and
take
charge
sooner
rather
than
later.
Although
the
old
ad
doesnt
use
a
similar
rhetorical
device
to
show
the
urgency
of
its
own
message,
the
repetition
of
ideas
does
show
Van
Heusens
emphasis
of
a
man
being
in
charge.
They
both
emphasize
the
importance
for
each
gender
to
take
charge
and
do
their
own
duty.
With
the
changing
times
and
ideologies
of
these
two
ads,
there
is
still
an
extreme
focus
on
gender
in
both.
Through
analyzing
both
ads,
it
is
clear
that
society
has
changed
so
much
because
of
the
values
expressed
in
two
ads
by
the
same
company
from
50
years
apart.
The
idea
that
men
were
always
in
charge
and
superior
has
switched
to
the
idea
that
women
are
just
as
strong
and
able
as
men.
It
has
gone
from
the
idea
of
empowering
men
to
empowering
women
to
be
their
own
person
and
take
hold
of
their
own
lives.
However,
it
has
gone
from
extreme
support
for
men
to
extreme
support
for
women.
The
imagery
and
the
language
of
these
ads
are
indicators
as
to
how
much
change
has
occurred
with
the
ideologies.
Society
has
come
a
long
way
since
the
1950s
with
the
ideologies
of
gender
equality;
however,
it
should
eventually
get
to
a
point
where
companies
should
not
have
to
try
to
empower
women.
They
should
look
to
everyone
with
equal
power
and
responsibility
in
the
world.
This
ideal
society
of
equality
many
not
happen
for
a
long
time;
but
when
it
does,
it
would
be
amazing
to
see
if
Van
Heusen
would
have
another
ad
that
would
have
a
entirely
new
appeal
to
the
civic.
Works
Cited
Lead,
Lady.
Digital
image.
La
Princessa
World.
N.p.,
June
2007.
Web.
1
Oct.
2015.
<http://laprincessaworld.blogspot.com/2013/12/van-heusen-lead-
lady.html>.
Show
Her
It's
A
Man's
World.
Digital
image.
BuzzFeed.
BuzzFeed
Inc.,
18
Oct.
2010.
Web.
2
Oct.
2015.
<http://www.buzzfeed.com/mathieus/13-vintage-ads-
that-would-be-banned-today-8q4>.