Advertising is not merely a means of providing the consumer with rational product information, but perhaps more importantly a process through which goods and services are transformed into signifiers of something that is highly valued in society or by the target audience in question. The gender identification of products has created gendered markets for most goods and services in modern society.

Advertising uses two ways to promote products: gender typing and metaphors. Gender typing of commodities has been a powerful strategy in selling products. For inst…