Positive Representation
The above advert is a positive representation of women as this ad is advertising windows 7 which is a worldwide product which appeals to a wide target audience females as well as males meaning the types of shots used are not primarily for the male gaze but for more general viewing as they may not wish to offend their target audience. It uses a medium long shot to capture the body language as well as a medium close up to capture the facial expressions of the female protagonist who seems to be smiling throughout the advert suggesting she is not be subordinated and that she is happy. In addition it’s a positive representation as the camera is not cropped or framed to focus on parts of her body which would appeal to the male gaze its always on her face suggesting she’s dominate and in control and never once objectified. Moreover her positioning within the camera frame is quite central meaning she is dominate and the face of the advert and she’s not being shown to be at the bottom of the frame which could suggest her being inferior and being subordinated as well as point of view shot sued when she’s looking at her laptop so other females maybe post feminist can personally identify themselves with the female protagonist. Furthermore the advert shows positive representation of women as the representation of women being illustrated in the advert is an alternative representation of women being smart and well educated outlined by her speech/dialogue compared to the dominate stereotypical representation of women being bimbos and sex objects.
In addition if you look at the mis-en-scene you will notice that the clothes/costume she is wearing are clothes an ordinary woman would wear very causal which also highlights a positive representation of women as there’s no sign of fetishization because she’s not shown to be wearing high heels a lot of makeup and a short dress which are stereotypically associated with fetisization and she’s not shown to be holding a fetish symbol. Lastly positive representation is outlines with the use of the protagonist name being mentioned in the advert ‘Angela’ which suggest she is not being subordinated as she able to be herself and not take up a role of a stereotypical blonde woman in any ordinary advert who has been objective and subordinated by the mass male majority who are in charge of media institution and in charge of the production whose ideologies greatly influence the media landscape
Negative Representation
This advert shows a negative representation of women this is illustrated by the use of shots in the ad, the use of close up shots which show sexual facial expressions suggest that the females in the advert are being objectified and are being portrayed as sex objects. As well as the use of body language of the females in the advert come across as very sexual as they are posing in sexual position e.g the eyes rolling backwards, shortness of breath, the firm griping of items around them as well as the open mouth this highlights that they are not in control and maybe inferior as they aim to pleasure the male gaze. Furthermore women are represented negatively in this advert this is outlined by the use of close up shots of their bodies for example shots of the females legs and breast which suggest that the females are being objectified stereotypically. In addition the use of red lipstick by the females and lip-gloss are all signs of fetishization which could also suggest that the women are being subordinated even though it is a dominant representation of women. However some will argue that they are not being subordinated or suppressed as they seem happy judging by their facial expressions and the fact that there is no use of a fetish object or prop to accompany the scene which is rather strange. In addition the fact that they are placed at the centre of the frame suggested that they are not inferiors as they would have been placed at the bottom of the camera frame.
nevertheless if you look at the mis-en-scene you will notice the lack of clothes/costume warn my the females in advert which plays of the notion of the male gaze as well as the number of girls used it’s not just a single woman there’s a number of women used in the advert suggesting that women may be subordinated in general. furthermore the sue of high key lighting used to emphasises the facial expression and body language of the women used which has a great influence as it makes them look more glamorous. In addition the use of non digetic sound in the form of music which is parallel and accompanies the scene. Furthermore women are represented negatively through their behaviour as well their appearance.
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