The above link is a positive representation of women in the 1950’s as the woman shown in the advert is shown to be in the middle of the frame which suggest that her and the male character in the advert are both equal in the role they play in the advert. In addition the male character in the advert is not portrayed as being a Misogynist as he respects the female by standing with her side to side and offering her a seat towards the end. Furthermore the advert is a positive representation of women as she doesn’t represent herself as being a sex object and doesn’t self objectifies herself playing off the male gaze.
The above link is a negative representation of women in the 1950’s as the woman shown in the advert is shown to be self objectifies herself as you can see by her sexual facial expressions and body language this suggest that she is appealing to the male gaze. In addition the woman in the advert is a negative representation of women judging by her costume she is shown to have a pair of devil horns on her head which suggest fetishization as she uses phallic symbols to again appeal to the male gaze. Lastly the devil horns on her head can also connote that she’s a Femme fatale as the devilish horn represents danger.
The above link could be a positive representation and negative representation of women in the 1950’s. It can be shown to be a positive representation of women in the 1950’s as the female in the advert is shown to be wearing all her clothes and covered up meaning the costume she is wearing is not aimed to meet the desire of the male gaze and that she’s not being sexually objectified. In addition she is shown to be on the same level as the male in the advertisement when it comes to camera angles and her positioning in the frame meaning she is not inferior to the male character not dominate but she equal to him. However this could be a negative representation of women in the 1950’s as the female in the advert is show to be smoking which is stereotypically associated with the fame fatale.
THREE adverts featuring men
This historic advert represents men as being more dominate then females as highlighted by the diegetic sound from the speck of the man in the advert he is shown to be raising his voice at the female character and looking down at her. In addition he’s anger is shown through the use of his aggressive body language and facial expressions this is emphasised with the use of close up shots to emphasises the angry facial expressions of the male character and the gesture he makes when he points the finger at women in the scene suggest that he’s in control.
This advert represents women who sexually objectify a man, the male character is sexually objectify with the lack of clothing for costume which appeals to the male gaze, rather than the male gaze. In addition the use of non-diegetic sound such as the music added on to the scene which is parallel to the scene and also brings out the sexual objectification of the male character. the use of high key lighting on the male shows that the male character is the dominate attraction and that fact that he’s outnumbered by the women suggest that he’s inferior
The above advert is a negative representation of men as it shows them to by lazy and unmotivated this is outlined by the use of the close up shots of the different male characters to capture their body language and facial expression and as they are placed in the centre of the frame. in addition the use of speech in the advert highlights the negative serotype of males.
A post-feminist advert
The above advert can be called a post feminist advert has it shows women to be in control through the use of them being positioned in the middle of the frame. in addition the fact that there is no sight of any male influence and that the women take up roles of man this is suggested by the use of uniformed costume which signifies power and being in control as they are not sexually objective themselves and not appealing to the male gaze as they are showing skin but not too much, as well as the routine the women go through. Furthermore the use of a celebrity figure in the advert can appeal to other females as well as the use of ordinary women which other feminist can personally identify themselves with.
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