Parozone Ad
This advert shows the protagonist is concerned about taking a lead role through cleaning up. He is represented as authorative and the clothing he is wearing connotes a police officer type uniform, supporting him as a dominant male figure. This ad changes the way females have been represented in society, because the 12st century is showing an ad containing a lead male carying out a womens job. This new role of men taking on womens roles is shown how this is becoming accepted in society today so more males are taking on roles like these.
This advert shows the change in todays society. The three owmen are shown as independant females working in an office. With these females given this role in the office setting alone ngoes to show the second wave of feminism definately hit. The three females are watching 'the hunk' as he comes down. This can introduce the new 'female gaze theory' which suggests that women look at men as well as men look at women.
This ad shwos a women who is an object of the male gaze. She is beautiful which supports Scheibe (1979) theory. The fact that she is supposed to be advertising perfume is understandable,but the perfum comes in at the end with no link to the owmen taking her clothes and jewelery on in the development to the fragrance name. The new adverts of the 21st century clearly show females now have lead roles but they are chosen based on their looks and what they casn offer on screen.
Historical Ads
Women in television ads were found to be more concerned about 'beauty, cleanliness, family and pleasing others.' Says Scheibe in 1979. This advert proves how Scheibe was on the right track about his thoughts on ads. This women is concerned about 'cleanliness' and 'pleasing others' by selling this Bounty paper towel product. She is dressed in a way which would suggest a housewife/motherly figure which go to connote the way women were represented in the 70's at that time.
This advert shows a women who is eating the chocolate in a sexual manner. It could be said that by eating it slowly she is creating pleasure for others. This ad shows how women would not get much time on screen, and when they did they were always using their beauty to enhance their role.This women is an object of theMale Gaze because the viewers willbe watching her rather than the product in her hands she is trying to sell.
This advert ranges and shows many different females giving their view on the Big Mac.The ad instantly opens up with two pretty females sitting on the table which shows they are being on screen to attract attention from the males. Another women is shown as just describing Big Mac, using her smile and beauty to interact withj the audience watching. The third female shown is shown in a motherly figure whilst holding a baby. This reflects on Scheibe's nwords of how women areshown on screen.
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