We’ll put you up on that pedestal but we can knock you off just as quickly

The media is constantly accused of making women objects of desire, but rarely do we explore the way they present men, and how we expect men to act. In the following video, we can see that women are clearly presented as objects for male pleasure.

However, as you can see from the following pictures, the female fans of Tom Hiddleston are more than happy to objectify him as the object of their own sexual fantasies.

As Butler suggested, by calling this approach ‘feminism’, we’re saying that it’s just women’s problems, yet here we see that men must face being objectified as well. In some cases, there are even adverts that find a way to appeal to both men and women. For example, the following Jaguar advert depicts Hiddleston as a stereotypical Englishman who explains how to be a villain (something he’s apparently qualified to do now after being cast as the villain in Thor and Avengers Assemble).

The casting of Tom Hiddleston suggests that Jaguar intend to exploit his fandom by appealing to women through the use of the senses and Tom referring to his own appearance. However, as it’s an advert for a car the language greatly appeals to men’s desire for power and status through the things they own.