3 contemporary adverts

Lynx advert (male fantasy)



This ad represents the stereotypical ways in which men see woman in modern times and creating a parallel way of what the ideal female would be like for men. Some of the traditional stereotypes displayed were pieces of objectification from a average females point of view, as it was showing a side of them that only decreases their representation by suggesting things like them openly allowing themselves to be sexually promiscuous, and weak to the temptation of being angry at the men for cheating on them. The producers attempt to brainwash male audiences that if they use the product then their partners will be more lenient and allow them to get away with things they shouldn't, this insults the female intellect as they clearly have more self confidence and respect for themselves to allow a form of deodorant to change their minds.


Binge drinking female ad



The advert portrays the supposed mythical belief that this is the average 21st version of a young female which is in Stark comparison to what one would have been like even 20 years ago. Although this is an advert targeted at young female girls it reveals home truths that some teenage girls will watch and have personal identification with. It shows the girl getting ready for a night out but using all the connotations of a stereotypical teenage party where she is drunk and doesn't know what shes doing like ripping her bra, throwing up, and wiping her mascara on her face unaware the mess it has made. This represents the young teenage girl in a bad light by being "symbolically anahliahed" in front of a t.v audience especially with adults who are watching it for surveillance purposes. It also shows her conforming to the false consciousness theory that the way to get a mans attention is to dress up in this way and be wild.


Levi walk the line ad (skinny jeans)



This is one of many adverts in a growing culture in the 21st century to put female representation and a good light. It shows the woman walking through different places to get to her destination with an Aura of confidence style and Independence about her. Although in some parts of the commercial she is slightly objectified through the male gaze she does not seem to care that this is currently happening and carries on through her journey. She is given a powerful and determined appearance to the extent where traffic stops when she crosses the rode further signifying how dominant and strong she is. She commands an authoritative figure has she walks through the locations suggesting that is it now females who are and becoming the respectively and dominant gender. This takes a huge step for social gender equality in advertisement as this time 40 years ago the women would be in the kitchen or looking after the children while the man walks on his journey with a purpose, and their isn't a hint of sexist stereotypes. As David Gauntlet says "woman we expect to see in ads these days is the busy, confident, attractive success in control of her own personal life and a kitchen slave to no one" that is undoubtedly proven in this advertisement.