Representations Of Women in adverts (Historical && Contemporary)

Historical:
Lysol


In this advert, women have been stereotypically represented. They have been portrayed as the primary carer of the household and have been shown to have an immense passion towards household chores. In this advert the male is shown to be the untidy one creating a mess for his wife, whereas the women is shown to be the stereotypical housewife who cleans after her husband and accepts the idea that this is her role and also feels happy to carry out these domestic chores, as this is reinforced by her faicial expressions. The clip shows a man in a stereotypical position, he is shown as being messy and not caring about no-one, behaving as if he is more dominant than the women. He then behaves in a childish way and leaves the women to clean the mess showing that he is an immature person. However It also shows that the mothers cleaning brings the family to gether as theyre playing on a clean surface without any germs.

Stove Top Stuffing (1970s)


This advert reinforces the idea of a patriarchal ideology, it shows the idea of male dominance within an familial institution. The female in the advert is shown to be cooking, a characteristic that is stereotypically associated with women, where as her husband is sitting down and relaxing giving orders to her telling her what to cook and when to do it. 'We're having pork chops to night...I have this great idea'. This shows that he 'wears the trousers' in this household as the wife happily agrees to do as she is told.

Shake n Vac


This advert shoow women to enjoy doing housework, they are shown to see it as a hobbie, as something that keeps them busy and entertains them when they need to be. It also makes the women believe that they have to accpet this type of character as if its their job to do the household chores. Instead of being upset to do it the female in this has made up her own song and is singing along while doing the vacuming in the house.

Contemporary:
Flash cleaner


This advert shows the rise in the 'new man', this type of man is different to any ordinary man. A definition of the 'new man' is a man who, rejecting sexist attitudes, aims to be caring and sensitive, and to take a substantial role in the domestic routine. As shown in this advert the male still reinforces the stereotypical image of a man, he is portrayed in a stereotypical fatherly role as he leaves the mess on the kitchen workforce and instead goes and watches football with his son. However during the half time of the footty match a new character of a man is shown. He is shown to be doing housework as he cleans the dishes and the kitchen, he also knows all the latest products to use as he explains the difference between the two products to his son. This image however is not well known as this is reinforced by the female in the video as she is shocked that the work has been done and replies with 'I thought you'd be watching the football', a sport that is normally associated with men, something that they wouldn't miss. This advert show women to be the breadwinners as they go out to earn and provide food for the family whereas the man stays at home and cleans and looks after his son.

Diet coke advert - Close friends


In this advert women have now changed positions with men and have brought about something known as the female gaze. Instead of men objectifying women, women are portrayed in this advert as objectifying men. This is reinforced by the way the women sort of 'spies' on the man through her mirror until he is visible to her to make her move. The walls tend to get tighter and closer so that the women in the advert can take full advantage of this moment. To an extent the women is however still being objectified as she is using her body to get around the man, she is shown to be flirting with him to get infront of him in the queue.

Givenchy - very irresistable


The female in this advert is portrayed in a more controlling and more dominant way. At the begining of this advert the women is shown to use her smell and charm to get a taxi before the man, usually the man tends to get his way, however it is portrayed differently in this advert. The females appearance is also similar to the image of how women are stereotyped to be, she is shown as pretty, tall and slim, this may then later put pressure on young girls and force them to look this ccertain way.