1. The advert subverts traditional gender roles in the way that the male is placed in
the role of care-giver. This can be seen through a mid-two shot of the father
preparing food for his young son. This is developed through the kitchen setting, a
domestic environment more stereotypically associated with women, as well as
the father’s body language, who has his hand on his son’s head.
Sainsbury’s ‘Bare Necessities’ Campaign (2011)

2. The advert subverts traditional gender roles in the way that the male is placed in
the role of care-giver. This can be seen through a mid-two shot of the father
preparing food for his young son. This is developed through the kitchen setting, a
domestic environment more stereotypically associated with women, as well as
the father’s body language, who has his hand on his son’s head. This text
therefore targets men in the way that it provides a positive and modern
representation of male identity, whereby a man can be both masculine whilst
exhibiting what might be stereotypically seen as ‘feminine’ traits.
Sainsbury’s ‘Bare Necessities’ Campaign (2011)
Target

3. The advert subverts traditional gender roles in the way that the male is placed in
the role of care-giver. This can be seen through a mid-two shot of the father
preparing food for his young son. This is developed through the kitchen setting, a
domestic environment more stereotypically associated with women, as well as
the father’s body language, who has his hand on his son’s head. This is likely to
appeal to the male audience as it provides a positive image of their gender. Men
are likely to therefore use this text for personal identity, as they see an image of
masculinity that matches how they see themselves, or would like to be seen.
Sainsbury’s ‘Bare Necessities’ Campaign (2011)
Appeal

4. The advert subverts traditional gender roles in the way that the male is placed in
the role of care-giver. This can be seen through a mid-two shot of the father
preparing food for his young son. This is developed through the kitchen setting, a
domestic environment more stereotypically associated with women, as well as
the father’s body language, who has his hand on his son’s head. Most men are
therefore likely to take a preferred reading of this text, as they see positive
ideologies that match their own ideas and values concerning masculinity.
Sainsbury’s ‘Bare Necessities’ Campaign (2011)
Respond

5. The advert subverts traditional gender roles in the way that the male is placed in
the role of care-giver. This can be seen through a mid-two shot of the father
preparing food for his young son. This is developed through the kitchen setting, a
domestic environment more stereotypically associated with women, as well as
the father’s body language, who has his hand on his son’s head. The audience are
constructed to be thoughtful and compassionate individuals who understand the
importance of parental responsibility, and specifically the important role played
by men as parents.
Sainsbury’s ‘Bare Necessities’ Campaign (2011)
Construct

6. The advert subverts traditional gender roles in the way that the male is placed in
the role of care-giver. This can be seen through a mid-two shot of the father
preparing food for his young son. This is developed through the kitchen setting, a
domestic environment more stereotypically associated with women, as well as
the father’s body language, who has his hand on his son’s head. The audience are
therefore positioned in such a way that they are given insight into the lives of
these two characters and thus can see directly the positive influence of a strong
male figure.
Sainsbury’s ‘Bare Necessities’ Campaign (2011)
Position