Because the signs and codes within this advertisement interact, even with these suggestive images, the advertisement would not make sense without the text. The text informs the reader that the product is a book. There is no uniformity, however, among the elements within the image: the colors, the product and its placement, the subjects and their positions, or the text. However, despite the lack of uniformity, as Russian linguist Valentin Voloshinov says, “Whenever a sign is present, an ideology is present too.” This advertisement stresses the Machismo ideology of the dominant, mysterious heterosexual male and the beautiful, seductive female. The conventional combination of the two familiar subjects becomes paradigmatic in the sense that the targeted audience, heterosexual males, will fall into the lifestyle because it is a repetitive fallacy presented in various magazines. When first glancing at the advertisement, the male’s position and almost invisible expression caught my attention and made me question what was happening in the advertisement. On second glance, I noticed the male was wearing a suit and the female was in a bathing suit. This made me think of the roles I had seen portrayed in other magazine advertisements, and I could relate them to the society in which I live in and the people around me. The gendered roles in the advertisement manipulate readers into believing specific gendered scripts that are guided by what the advertiser deems valuable. Mediums such as Fashion Magazine and others display similar formats, images, and context in order to persuade the readers to buy into their ideologies, brand, or products. Advertisers display messages that are either obvious or covert but it remains clear that they do more than just sell products; they also sell the meaning behind them. Their goal is to sell an idea and an image as much as a