The advertisement incorporates sexual material so as to objectify the female subject. The man is barely in it, and he is shot from a first-person perspective to put the viewer in the role of the man in first ogling the woman and only later noticing the video game. This is an example of the male gaze being applied to advertising. Video games available to the Game Boy Pocket were unrelated to that kind of sexual imagery, so this is an example of unnecessarily using sexual content in advertisements. The woman being there for the man sexually while he chooses to ignore her reinforces cultural misogyny holding women as there for men's pleasure and not to be respected as active sexual participants.