The document analyzes two advertisements - a MoneySupermarket advertisement from 2015 featuring a man in stereotypically female clothing, and a Snickers advertisement. For the MoneySupermarket ad, the analysis finds that it both supports and challenges Goffman's theory of women as objects by using stereotypical representations of women but also employing role reversal and a female empowering song. The Snickers ad is found to have an overall comedic theme while portraying some stereotypes, and various factors suggest it agrees with Goffman's theory by using a male voiceover and portraying women as "drama queens."

1. Advertisement analysis
https://www.youtube.com/watch?v=
93h_Ug4hLq8
MoneySupermarket 2015 #EpicStrut

2. Summary
• On one hand, we believe this advert is stereotypical of women according to
Goffmans theory. This is because of the representations throughout. For example,
during his ‘strut’ the other people stared at him, probably due to the clothes he
was wearing. High heels, bare legs, and a tight pair of shorts, shows a general
representation of women used as an object. This dismemberment, the
concentration and close-ups of tight shorts, legs and high heels gives the
impression that these are the most looked at areas of a female which is applying
that women are objects. This ideology supports Goffmans theory.
• We also believe the advert was made sarcastic, so that the viewers would laugh,
and not be offended, giving a comedic and playful atmosphere in all. There is also
an element of role reversal as the male is dressed as a female from the waist down
and the female onlookers are staring at him. The song within the background of
the advertisement is a female empowering one that allows the dance moves to be
eye-catching and powerful. The female voice over challenges Goffmans theory, in
the sense that a female’s voice is used and not a man’s.
Advertisement analysis

3. • https://www.youtube.com/watch?v=uii3VhELiuE
Snickers advert
Advertisement analysis

4. Summary
The advertisement has an overall comical theme, even if it portrays women in
a stereotypical way and in a counter-typical way. Although there is no
dismemberment and the comedy is focus on the male, many factors of the
advert suggest it agrees with Goffmans theory. A male voice-over, the view of
females as ‘drama queens’ and the presence of the woman suggesting a
mood are aspects of this agreement.

5. Implications for women
• The advert simply suggest when men are hungry they behave like women.
However, it therefore then also suggest that women complain a lot, perhaps
also implying women are ruder at times.
• Furthermore, it could also suggest that women are very simple and be easily
satisfied with food alone.
• Therefore, this could support Goffmans theory as women are seen as less
intellectual.

6. Implications for men
• During the advert it does not only ridicule women but also slightly men as
well.
• This is when she had called him short and he had taken offence to it, therefore
it may imply that being short is not a quality or characteristic desired to be an
ideal man.
• Therefore, this may be counter typical to Goffmans theory as it does not
convey man’s dominance but instead their weaknesses and insecurities.