I have chosen this Snickers car wash advert which was shown during the 2013 superbowl ad break, this advert I feel pretty much sums up the piece by Coward in 58 seconds.
As you can tell from the first five seconds of the advert it is aimed at men and created by men, it instantly portrays women as sex objects and sets an idea that women should be sexy and beautiful at all times. The advert only shows what the average man believes to be the perfect woman, the ideology of the 'girl next door'. 'Women's Experience of sexuality rarely strays far from ideologies and feelings of self image. There's a preoccupation with the visual image of self and others and concomitant anxiety about how these images measure up to a socially prescribed ideal.' Within modern society there is a 'prescribed' ideal of how women should look and what makes them beautiful making it an empty term and a skewed consensus.
At the end of the advert there is a man stood outside the entrance covering cars with mud for money which is pretty obvious and easy to see yet the women don't notice, hinting that the women cleaning the cars are unintelligent and easy to control, or they know this and want to give the man what he wants which in turn makes the women feel loved. 'Clearly this comfort is connected with feeling secure or powerful. And women are bound to this power precisely because visual impressions have been elevated to the position of holding the key to our psychic well-being, our social success, and indeed to wether or not we will be loved.'
The males in the cars aren't actually coming into contact with the women, they're sat in their cars gazing at a distance, awaiting their fantasies. 'Perhaps, this 'sex-at-a-distance' is the only complete secure relation which men can have with women. Perhaps other forms of contact are too unsettling.' The advert is showing the constant sexual ideal, the fantasy of women mounting the car and smearing their soapy breasts against the windshield. In reality this never happens, it's a vision of how men would like women to be and act, real life doesn't meet the fantasy.
It's only at the end of the advert that the product is then shown to the viewer as the man smugly stuffs money into his back pocket 'The saturation of society with images of women has nothing to do with men's natural appreciation of objective beauty, their aesthetic appreciation, and everything to do with an obsessive recording and use of women's images in ways which make men conformable.' The smug look upon the mans face is a constant reminder that the woman are being controlled by the man in a similar way in which art and media was.