Research
Positive representation of women: Persil Laundry Detergent 1964
In this advertisement for Persil detergent in 1964, women are fairly represented, as the women in the advert is a mother who looks after her children. The use of the long shot connotes how she is the stereotypical carer, as she drops her son to school. The use of the non diegitic sound of the voice over signifies how she is more considerate, as her tone of voice connotes how she is more passive and calm. By using the tracking shot of the mother with her child, women are positively represented as being more attentive and protective of their children. In many ways, the female audience are voyeurs, as they see the linear narrative progressing and are able to identify with the mother on the way to school. As referred to by Gunter (1995) women are stereotyped as housewives who mostly appear in adverts around bathroom or kitchen products.
This advertisement for Persil laundry detergent maintains the status quo and gives women an accurate representation of housewives who are more concerned about cleanliness beauty, family and pleasing others. In the advert, the competitiveness of housewives to please is shown, as she shows her son's glistening white shirt to another women in an over the shoulder shot. The narrative seems to repeat, as the mother recommends the product to another housewife, as signified by the voiceover.
Negative Representation of women
1955 Joy Dish washing Liquid advert
Within this advert for Joy dish washing liquid, women are negatively represented, as they are stereotyped as being housewives. In the opening of the advert, the narrator in a medium shot signifies a binary opposition, as the man is at first signified in a medium shot, washing the dishes, though this challenging representation is removed, as the accurate representation of women as housewives is instilled. The advert seems to subordinate women as one dimensional, as the narrator says, 'Let your husband do the dishes... who am I kidding', the advert fades to give an accurate representation medium shot of the women in the kitchen. In many ways, the abnormality is removed, as women are in the home which reassures men, as they would not be expected to clean dishes.
Therefore, men are seemingly sexist, as they refuse to challenge stereotypes of men being carers at home. As evident in Gauntlett's article, content analysis signified how all adverts featuring women, three quarters were for kitchen and bathroom products. Women were twice as likely as men to be seen in the home. According to Schiebe (1979) most women in ads were more concerned about beauty, cleanliness , family and pleasing others. In this particular advert, women are negatively represented as the housewife, who has to perform crucial roles in the house such as cleaning and cooking. The constructed image of the smiling housewife is signified in this advert, as the medium shot of the housewife endorsing the product connotes that housewives are more passive and are under represented in the patriarchal society, due to thier lack of opportunities. The advert is seemingly self objectifying women, as they are constructed as being the doting housewife who is passive and has responsibilities in the home.
Interesting advert giving a positive representation of women
1960s Antler Luggage advert
In this early 1960s advert for Antler Luggage, women are positively represented, as they are signified as being more hard working and spontaneous. Interesetingly, women are represented as workers in factories, working alonside men which conntotes how women's emancipation in the 1960s paved way for women to be more decisive and able to find career opportunities, in contrast to being a houswife.
In contrast to previous advertisements, women were involved in production of products and were regarded as important members of the team, as signified with the non deigitic sound of the voice over, which praises women for thier detail, as they can be identified as being strong, diligent and precise. In many ways, the women in this advert for luggage are represented as being androgynous, as thier strength and intiative enables them to do the jobs which a man would normally do and can be indentifiable to many women in the 1960s. As well as this, the advert many have negotiated readings with feminism, as women seem to have equality to men and are signified as being powerful and strong, which could demean men in some ways.
According to Gunter, when women were seen in a paid environment, they were more often than not subservient to men. Therefore the audience could have oppositional readings to the advert, as they perform stereotypical tasks such as sewing and working with textiles, which seems to subordiante them, as seen in close up shot of the women sewing. In general, the advert reinforces the representation of women as being successful, optimistic and diligent in advertising.
Men in Advertising
Postive representation of men: 1963 Piels Beer Advert
In this 1963 advert for Piels Beer, men are positively represented as hard working, caring and family orientated, as the use of the montage allows the audience, consisting of males, to identify with the different types of men in the advert, as they themself are hard working. The use of the close up shot of the blacksmith working connotes how men are more dedicated and passionate in industry. By using continual fades, the audience are able to get a more accurate representation of men in different areas of work. The use of the voiceover in accordance to the advert is more sphisticated, as the narrator praises men in thier work. The use of a close up shot of the chief executve and builder shows the binary opposition of classes, with the chief executive and builder being more equal, as advertising promoted the idea of class. Though, the advert gives an accurate representation of men in the workplace.
The Piels beer relies on the positive values of hard work, as all of the men are stereotyped as being diligent and strong, which is fairly represented in this advert. The audience would have negotiated readings with the text, as they can be injected with a belief that hard work will result in rewards, therefore the beer promotes diligence as well as being pleasurable.
Advertisment depicting men as sex objects:
Diet Coke Lift Advert 2007
This advertisement for Diet Coke revolves around three women who take the lift for their Diet Coke break before pressing the alarm button to gain the attention of the constructed stereotype of men as being more muscular and attentive. Generally, this advertisement gives a negative representation of men as sex objects, as the women seem to cringe thier sexual desires, as signified with close up shot of the women stroking the top of the can, in this way the Diet Coke can acts as a phallic symbol, as the seductive movement of the fingers connotes sexual liberation and pleasures . As the women presses the button, the non deigtic sound of ' I just wanna make love to you', connotes sexual pleasures, as the close up shots of the women's faces connote seduction and provocativeness.
As the women look upwards, the use of the slow tilt signifies how the man is more heroic and masculine, as the close up shot of his belt and shoes connote how the man is adventurous and heroic, as he parasails down the lift at the call of a button, thus signifying women as the dominant sex. Interestingly, the women looks at the man's lower region which connotes sexual pleasures, as his toned body is fetishized by the women, which makes him the sex object, as the men is made the prey by the 3 women. In some ways, the Diet Coke advert could have negotiated readings with the women, as the men are subordianted, giving them a negative representation.
Negative Representation of Men
Lynx Chocolate Advert
Again, this 2007 advert for Lynx Chocolate self objectifies and under represents men as sex objects, as the protagonist sprays Lynx over his body and is transformed into a sexy man that is made out of chocolate. In many ways, the brand raises ideologies on chocolate , as it is one of women's main indulgences, therefore they would find it hard to resist a man made out of chocolate.
Therefore, the man is transformed into chocolate and is constantly dismembered by women, as signified in a medium close up shot in the cinema, where the women seem to lick the man's ears, this shows how his ears are fetishized as he is vulnerable to their temptation. Throughout the advert, the chocolate man's body is fetishized, with women waiting to grab some of him. Funnily enough, the facial expression of the man connotes how he is being pleased sexually and is relishing his dominant status, as women are seemingly subservient to his temptatious chocolate skin texture. Though, the man could be identified as being emasculated, as he is subordinated, with women overpowering him, by dismembering his body parts, as seen in a medium shot where his arm is snapped off. As well as this, the advert signifies women's sexual urges, as the medium shot of the women biting the man's ass connotes sexual pleasure ,where the man is irresistible, as signified in the tag line.
Post Feminism Advert
Littlewoods- Nice Boots Campaign
In this advertisement for Littlewoods, women are positively represented as being dominant and confident, as their boots seem to be fetishized, in order to signify their dominance over men. The close up shot of Coleen Rooney in the manor connotes how she is the Proppian helper who orchestrates women on style and beauty. Though, the advert could represent Coleen as being a leader of women who dispatches women wearing glamorous clothing in order to compete with other women. By using a long shot, the audience can identify with the women, as they are given clothes and shoes in order to look confident and attractive. In contrast to this, the fade signifies women as subservient to Coleen , who may be represented as the dominatrix with a whip who commands the women under her control.
Consistently, the advert is accompanied by the non deigitic music which revolves around the boots and is more sassy. By using this parallel sound, the women are more concerned with finding a man and are seemingly ready for a war, as they are signified polishing their heels in a medium close up shot. Therefore, the audience can have negotiated readings with the advert, as it raises post feminist issues and constructs the image of women being more dominant. However, the women are seemingly more active, as the long shot of women running connotes how they are willing to be healthy in order to look appealing to men and have some right to be confident.
At one point, the audience are voyeurs, as they see women undressing, as signified with a close up of the women's lingerie . Therefore, a male audience may gain sexual gratifications out of watching the women reveal themselves. However, a femal audience may be injected with a belief that being attractive and healthy is crucial in life, therefore the Littlewoods brand raises more positive ideologies . As well as this , many women can gain gratifications out of watching this advert.Though they could also gain self belonging needs,as they gain fashion tips and techniques from wacthing this advert.
As a result, the advert gives an alternative representation of women as being androgynous, as they are being commanded by women in army uniforms and are seen running and marching, thus signifying women as passive, yet more dominant .
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