Adverts

KoolAid Commercials - 1950s-1990s


the first advertisement, the 1950's, Presents the women as the maternal, caring, Motherly figure, this links to Mcneal(1975) women are usually presented as housewives, they don't work. Another link could be Gunter(50s, 60s, 70s), the things that are most important to women in the media are 'marriage, parenthood and domesticity'. However the women in the advertisement arguably has power as she does have most of the speaking role, nevertheless she is represented as a stereotypical housewife and a women that cares for her Children, therefore appealing to a female audience.

Flash - 1960s


The advertisement is for a cleaning product, the representation is of a housewife cleaning, once again targeting that stereotype of women being housewives, however she arguably is presenting how the power of women is increasing as there is a female voice over, this can be linked with the idea that women are usually housewives, Mcneal (1975). The advertisement shows no change in the representation of women, apart from the idea that women are becoming more powerful through the voice over.

Old Spice - 1970s


The advertisement is selling men's after shave, deodorant, etc. The use of a women shows how she is used to connote that the product can be used for man as ways of attracting women, the female voice over adds to the effect that women can help to endorse the product, her sexy, provocative voice and shots of her in a bikini promote the idea of Laura Mulvey (1975) and the male gaze, as well as Gunter(50s, 60s, 70s) idea that women are 'mealy token females', they are just used to promote products through their bodies, a sort of selling their sex.

Lynx - 2006


The advert is selling the product lynx deodorant, however it is selling it in a very indirect way, as the audience never actually see the product. What we do see is a lot of women being objectified for their bodies, the women are seen to be under the control of the men, as if they were under some sort of spell, they are their to provide entertainment for men, as well as caring for men's needs. However this could arguably be ironically funny as well as acceptable as it obvious that this would never happen, its mealy a humour technique.

Aero - 2007


The advert is selling a chocolate based product, the advert focuses on the male selling the product, through his physical features, in this case the male is being objectified, this also links to the idea of the female gaze. The voice over is also female and male, there fore presenting the idea that women and men are becoming equal within the industry, Miles (1975), 'men and women are equal'.

Sanex - 2004

The advertisement is selling a shower gel, the advert promotes the idea of women having beauty that is natural, the women being pregnant is a representation of women being the reproducers, however this is an advert that promotes pregnancy as a positive thing, it argues against Gunters idea that women are just concerned with 'domesticity, parenthood and marriage', in this case it is the man that is seen to be the supporting figure. The advert also promotes the idea that women are becoming more powerful, in an indirect way, through the use of a female voice over.