Gender Roles in Advertising

Based on this image, we can see there is a ballet dancer dancing next to a car. Obviously, this advertising is about selling cars.  However, there is a question for this advertising: why they put a ballet dancer next to a car instead of a men or something else. As we know, cars are " man’s " things. A car usually is a symbol of masculine, power and speed. None of these words are feminine. However, from this image I noticed some thing connected with that ballet dancer and the car. Usually, the designers make cars look very masculine, because the most buyers are men. Although, this car has an arc lined front light. Therefor, I assume the designer wants to use the dolce of the ballet dancer to present another side of this car, which is the characteristic softness in solidness. Also, this increased the chances of females to buy this car, not all men are the controllers in the family. The meta- message of this advertising could also be seen the designer is trying to tell the buyer this car is just as beautiful and elegant like the ballet dancer. If you buy this car, there might be many beautiful women will chase you. In my opinion, I think this is a very good combination, not only showing the solidness of the car, but also the softness, it makes you to have the desire to buy this car.