Lynx- vice http://www.tellyads.com/show_movie.php?filename=TA3943This advert was created in 2007. The advertconsists of 4 women standing as if criminalsposing for a photo-shoot in front of a detective,in this case Morgan Freeman plays the role.In the first shot, a long shot is used to set thescene.Upon this first viewing of the advert you canrecognize the classic female roles with onefemale as a nurse, another as a librarian, apregnant female and a young school girl. The factthat these roles have been used is ironic becausethese females you would never expect to be thestereotypical criminal. This represents that everyfemale, no matter their role or age, can still turnnaughty even if nice after smelling this deodoranton a male.
Lynx- viceWith every cut a cross-fade is used. This confirms that thewomen are being watched through the glass.This links with the male gaze. The male gaze is a feministtheory that was first developed by Laura Mulvey in 1975. Themale gaze occurs usually when the audience is put into theperspective of a heterosexual male, in this case we are shownthe male and then what the male is looking at,this is acutaway edit. Mulvey believed that women should enjoy theattention of attracting the gaze, and put themselves inpositions to be looked at. In filming, following the gaze of amale character, the audience is directed to look at the female.At which point, the woman is already in a position wherepeople can look at her. Usually the audience sees the camerasurveying women by panning their bodies before zooming into their faces; suggesting how women should be viewed. Inthe feminist theory, the male gaze expresses an unequalpower relationship between the viewer and viewed, or thegazer and the gazed. The woman is passive to the active gazefrom the man. This adds an element of ‘patriarchal’ order andit is often seen in "illusionistic narrative film".Mulvey arguesthat, in mainstream filming, the male gaze typically takesprecedence over the female gaze, reflecting an underlyingpower asymmetry.
Lynx- viceAnother theorist John Berger says, “Men act andwomen appear. Men look at women.”In both filmingand imagery, masculinity is connected with theorganizing logic of the gaze, whereas femininity isassociated with fragmentation, lack, and passionassociated with the object of the gaze.Jacques Lacan was also one of the first people to studythe gaze, he discovered that In traditionalpsychoanalytic theory, the gaze is linked to fantasy anddesire. The psychological effect, Lacan argues, is thatthe subject loses some sense of autonomy uponrealizing that he or she is a visible object.In another shot within the ad a pan is used of all thewomen, this mid shot enables the audience to see theemotions and the facial expressions of the women.During the shot a blonde female is shown suggestivelybiting her lip while the male is gazing at her.This suggests according to Barky that women feel theneed to look sensually pleasing to men. Barky also saysthat women in patriarchal societies feel constantlywatched by men, much like prisoners, which is wellrepresented in this lynx ad.
Lynx- viceIn the final shot of the advert the product Lynx Vice is showwith its own slogan, ‘turns nice girls naughty’. This advert iseffective because it gives the impression that if you wear lynxyou’ll have the nice girls turn naughty for you. This is anideology that men want women to love them and this productwill therefore help them to reach that outcome.Also within this last shot the alliterative phrase “forbiddenfruits” is used. This is a biblical reference and refers to thetemptation of the forbidden fruit in the Adam and Eve creationstory. Using this concept within the ad suggests that thedeodorant is a temptation with consequences such as naughtywomen, similarly just like in the garden of Eden, where Evegave into temptation and therefore there were consequencesto her actions also. For example after eating the fruit beingnaked was seen as immodest and childbirth was painful.It also could be argued that using this phrase in the ad wherewomen are the criminals could be reinforcing the idea thatproblems are all originally from a female, Eve. And that allother females do give into the temptation, in this instance thedeodorant.
BT- Vision for girls http://www.tellyads.com/show_movie.php?filename=TA3468This advert was created in 2007. The character within the advert isin a series of BT commercials with other members of her family.The first shot we see in the advert is setting the scene of the womenleaving the work place (shown right). As we come into another shotof the women at mid view we then hear what I would call a firstperson voice over.This voice over expresses her thoughts of all theprogrammes she could possibly watch when she gets home, fromwork. Programmes such as ten years younger to desperatehousewives are on the list. This shows she uses the things shewatches for specific gratifications in her spare time.This links in with the uses and gratification theory. Theorists, Blumlerand Katz’s suggest that media users play an active role in using andchoosing the media.The theory discusses how users proactivelysearch for media that will not only meet a given need but enhanceknowledge, social interactions and diversion.From the ad I think that two needs are being portrayed to be metand the type of programmes that she thinks about reflect this. Thefirst need is the social integrative need. This need encompasses theneed to socialize with family, friends and relations in society.Therefore you may watch the same things as other people so youhave common topics of discussion and the same interests. The nextneed is the tension free need and for entertainment. Some peopleuse the media as a means of escapism and to relieve from tension, Inthis case it is to relax after a day at work.
BT- Vision for girlsThroughout the whole of the womens journey home from workthere is a non-diegetic melody playing in the background. Thisgradually creates a build up alongside the music for when shegets to watch the TV, however when she gets back, she catchesAdam who she doesn’t think will be in watching TV.Adam is watching football which is typically considered a maleprogramme.In the ad gender roles are reinforced. The theorist Morley studiesthis and found out that there was a strong male preference forfactual programmes such as news, current affairsdocumentaries, and sports. Where as female preference was forfictional programmes, soaps, melodrama and sitcoms. Thistheory would link to the ad as the male and female both show orstate what programmes they like to watch which are directlyrelated to their gender roles.As the advert draws to a close the voice over changes and leavesthe slogan ‘ For TV on your terms’This advert is effective because it relates to everyday life andshows how it can fit in with yours. Also Watching tv is whatpeople tend to do to relax which generates a realistic synario.Theconcept that you can catch up on programmes you’ve missed ischannelled well in this ad as it shows how you have freedom ofchoice with this technology and its on your terms.
Nokia- Forgive him http://www.tellyads.com/show_movie.php?filename=TA1779This advert was created in 2006. Theadvert starts with a high shot lookingdown on someone walking along thebeach, a shot like this sets the sceneof the advert. As this opening shotchanges to a mid shot a non- diegeticmelody plays in the background as ifyou can hear what she’s listening tothrough the headphones. The soundrelates back to the product that isbeing advertised as it sounds like aphone ring tone or jingle.
Nokia- Forgive himA close up of her foot has been used to show her mood, that sheis comfortable and to walk on the waters edge is a natural thingto do. The following shot is a track this has been used whichfollows the main focus within the shot, in this case it’s the girl.A voice over cuts in front of the music as she moves the phoneaway from her ear saying ‘up 15,000 tracks, one will make youwant to forgive him.’ The products then appears and a slogan issaid, ‘ Nokia, music gets you talking.’The concept of forgiveness used within this is ad could beportrayed as the storyline or feminists could argue that it isgendered. Kathryn Norlock a theorist wrote the book Forgivenessfrom a feminist perspective. Norlock claims that forgiveness isgendered. Her book raises the question of whether or notforgiveness will be significantly different for women as opposedto men. She believes that women are expected to forgive farmore than men are.Also the fact that it says it will make the girl want to forgive himimplies that women would listen to emotional slow songs thatare reflective and therefore giving the stereotypicalcharacteristics of being vulnerable, innocent and forgiving.
Levi’s- Spaceman http://www.tellyads.com/show_movie_vintage.php? filename=VA0818This advert starts with setting the scene of a space style world. Using thistheme within the advert links directly to the slogan at the end of theadvert, ‘The only jeans in the universe cut with 01 denim.’ From thebeginning and throughout the whole of the advert there is also a non-diegetic sound of backing music that once again links with the spacetheme.As the spaceship comes into a more detailed view you can recognize thatit’s in the shape of an iron. This could have been used to reinforce genderroles within the advert and also creates a stereotypical idea aboutwomen, such as being domestic, hence the iron. Stereotypical roles arehighly generalized within the media and usually shows that, despite someimprovements over the years towards more divergent and realisticportrayals, it still occurs . For example according to Eschholz et al 2002although there are more female characters on television and women areplaying increasingly varied parts, they are still underrepresented inrelation to men and to their actual numbers in society just like within thisadvert there are only 2 women shown in comparison to all the men. Alsomost women who do appear are generally young and try and portray sexappeal and attention. Griffin 1998 has also highlighted the fact that inthe US media, there are several common images of women that tend toreinforce ideas of sex difference, including hetero-sexy beauty queens,wholesome girls next door, cute pixies, and wives and mothers.Furthermore according to Nelson & Paek 2005, in spite of social andeconomic advances US women have made in recent years, the mediacontinue to portray them primarily as sex objects, reinforcing the “sexkitten” stereotype.
Levi’s - SpacemanNext in the ad what is commonly used and known in adverts is the male gaze. When the young female comes into view of the main male character he is shocked and looks bewildered by her. The advert portrays this as him being shocked by her coming from space, however feminists, especially during the second wave movement would argue that the objectification of her body is the main reason for his expression and him looking at her up and down is shown as a pan shot within the ad.Close ups of her body are also used within the ad which emphasis’ her skinny but curvaceous body. This refers to the concept of sexual objectification ,the practice of regarding or treating another person merely as an instrument towards ones sexual pleasure, and a sex object is a person who is regarded simply as an object of sexual gratification or who is sexually attractive. Objectification more broadly is an attitude that regards a person as a commodity or as an object for use, with little or no regard for a persons personality or sentience. Many feminists would also argue that women being portrayed in this way adds to the gender inequality.Pro-feminist cultural critics such as Robert Jenson and Sut Jhally believe that adverts like this and many others within the mass media promote the objectification of women in order to promote products and services.
Levi’s - SpacemanIn the next shot the female aliens face is shown, this is predictable within feminist theory because her body close ups are used before and seen as more important within the promotion of the product. The females expression is seems to be very happy and she comes across as liking the attention she receives from the men. In feminist terms it could be considered to make her feel empowered and independent, however critics would argue that its actually making her oppressed within the patriarchal society that we live in.Overall I believe that this is a good advert and has been promoted well in that men and women would both idolise the female within the advert from space. Therefore females would want to buy the product for two reasons, one to look and feel like her and two so men can find them attractive.
Castella – A little bit bigger http://www.tellyads.com/show_movie_vintage.php? filename=VA0563The advert starts by setting the scene on a busy beach. Using this settingdirectly establishes the British culture, as the sea side is considered aBritish tradition within the summer.The first character we meet in the advert is a muscular male. He standsposing and flexing his muscles for the attraction of women.This relates to the male body image and the concerns that usually resultfrom external pressures to conform to a specific "body-builder"physique: broad shoulders, V-shaped back, and a muscular body. Thisstereotypical idea of the male is represented in this advert. Malesreceive these pressures from the medias definition of masculinity orfrom teasing and expectations from family and friends. Comparing theirown bodies with the media ideal may cause many males to becomedissatisfied with their bodies. Men are bombarded with media images ofsuperheroes, action figures, and bodybuilders, all of which suggest thatthey should work towards having dense and muscular bodies. Familymembers and friends can also be the source of destructive information.Teasing and unrealistic expectations often cause males to seek tomodify their bodies. This also links in with the recent research that hasonly focused on he male body image. According to a BBC article theresearcher found that out of 161 men those who regularly readmagazines were more likely to be influenced by the imagery within alsomore worryingly, the majority said they were also more likely toconsider using anabolic steroids to improve their appearance.
Castella– A little bit biggerWe then meet three women posing for the muscular malesattention. This also relates to stereotypical roles and how womenare objectified for the satisfaction for others.There are theories of this and how women have been underminedand treated, one theory is Feminist epistemology. Feministepistemology and philosophy of science studies the ways in whichgender influences our conceptions of knowledge, the knowingsubject and practices of inquiry and justification. It identifies waysin which dominant conceptions and practices of knowledgeattribution, acquisition and justification systematicallydisadvantage women and strives to reform these conceptions andpractices so that they serve the interests of other groups, in thiscase it’s the male their posing for. Various theorists of feministepistemology argue that dominant knowledge practicesdisadvantage women by excluding them from inquiry, denyingthem epistemic authority,denigrating their “feminine” cognitivestyles and modes of knowledge. As well as producing theories ofwomen that represent them as inferior, deviant, or significantonly in the ways they serve male interests, producing theories ofsocial phenomena that render womens activities and interestsand gender power relations.
Castella – A little bit biggerAs the main male bullies the ‘geek’ he isunfortunate to be landed in sand, on the left.This provides the advert with a story and amoral, for if you are mean to others the samewill happen to you. In this case the maledidn’t look so masculine anymore and thegirls turn their attention to the male who issmoking a cigar. He is considered in thereeyes to be cool and a real man they idolizehim and then the voiceover appears ‘castellaclassic’. This advert is affective because theuse of the cigar at the end shows that you willbe the one who gets the female attention, aswell as look fashionable and cool if you smokecastella, which is what they thought back inthe time when this advert was made.