(1996), even unisex objects are often gendered to reflect different characteristics and thereby appeal to male and female consumers.
The third set of images in the Appendix depicts a variety of Rolex watches. It is easy to identify the watches designed for men versus men by such features as their size and the amount of ornamentation on their faces. The watch is in and of itself a unisex object, which, like the all-purpose sports training shoe described by Boydell (1996), is increasingly differentiated to reflect male and female taste and style preferences.
The final images depict perfume bottles and packaging developed by Giorgio Armani Corporation for females and males. In this instance, the first image is of a red and vibrant package that appeals to women and the following images are of darker colored bottles of a more utilitarian nature designed for male consumers. The visual languages are augmented by what Boydell (1996), in a different context, characterizes as gender specific names to ensure that there is no doubt that a cologne called "She" is meant for a female buyer and not a male.
Products meant for consumer purchase are invariably differentiated along the lines of gender as well as other characteristics, including price, class, style and taste preferences, and even ideology. Attfield (1996) stated that many products objectify gender and present gender stereotypes as an antithesis to a popular culture that has adapted androgyny as an image to redefine gender identities.
In the images presented in Appendix A, it is possible to describe both the Venus and Fusion razors and the
...