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 shotconnotes 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 arevoyeurs, 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 stereotypedas 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.
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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 theaccurate representation of women as housewives is instilled. The advert seems tosubordinate 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 themedium 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 constructedas being the doting housewife who is passive and has responsibilities in the home.
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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 identifiedas 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 withfeminism, 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.
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Men in Advertising - postive representation of men: 1963 Piels Beer Advert
Talcott Parsons (Instrumental role)
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.
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