Women in Ads



The clip above is an advertisement of cigerettes in the 1950's, the product is promoted by a female celebrity. This enhances the ideologies of celebrification as society and the target audience are depicted as passive. Moreover the celebrity connotes that some women are independant also the cigerette in her hand portrays her as a sexual object also seen as a mystic femme fatale.



The advert above is from the 21st century it proves that men are also being looked at as well and women, this proves Cortese's theory " todays man has pumped his pecs and shoulders and exhibits well defined abs" also the clip also links to " Baudrillird...[stating] that only women are seducers, but empirical evidence on advertising suggests otherwise. Men, too, are seducers - a male version of the perfect provocateur. This shows that men as well as women are depicted in a provocative way. However the tight revealing clothes and the need of a women to take a drink from the male outline the idea of male dependancy and as a male patriarchal society as they are fed by men.

http://youtube.com/watch?v=fKl0IWTWtes

Unfortunately the clip cannot be embeded, the advertisement is about toothpaste, the female character is portrayed as a young sexual object of the male character as she is continuously showing her affection and love, this portrays the sexual objectification of women in the 70's. The Clip also reflects on society as women need to look good as well as thier teeth being taken car of.



The advertisement makes use of celebrifications as well as stereotyping the women's roles in society as Karry Katona undertakes a nurturer role subverting from the feminist independant ideologies of women in contemporary society. According to Gunter's 'Media, Gender and identity' "women were twice as likely to be seen inside the home" undertaking domestic roles enforcing the patriarchal ideologies of women as nurturers and carers whereas males as the breadwinners.



The females in this lynx advertisement are depicted as primative and shown as sexual objects of the male desire. The clothing emphasises the male gaze, as women are on the screen to fulfill male pleasures and portrayed as fetishists. Moreover the advertisement enforces Cortese's theory of women as the "seducer and provocateur".