CHLOE VALENTINE
Induction Report Task- Gender Representation
Adverts
Harpic Power Plus
Harpic Power Plus was a known advert hitting on the television at February 2017 promoting their new domestic cleaning product of bleach. The advert shows a female welcoming a firefighter into her
house to
check the fire alarm to later realising he’d like to use her bathroom. As the
female opens the door she’s instantly stunned to see ‘a strong firefighter’ as
appears with a ladder and helmet as if he’s come to her ‘rescue’.This is
further shown through her body language towards the young male firefighter.He
is further sexualised as a firefighter as he receives a pleasing look from the
female and reminds the audience of the career of a stripper as a stripper often
dress up as firefighters or some sort of jobs which requires a level of power
or authority,this may portray that females are attracted to firefighters,this reinforces
the stereotype and opinion as the younger generation feel pressured to be a firefighter
or hold some sort of authority/power. The advert has represented the male as ‘strong
dark and powerful’ which builds the stereotype of males being strong and doing
a masculine job such as a ‘firefighter’.The use of colour creates an intimate and romantic mood as the font is black and red which can suggest a dark,evil
connotation but also sexual.This can also be backed up by the audio as it is
portrayed as if ‘she’s met her ideal man’.Towards the end, there is a slo mo and
wide shot of the firefighter of him smirking towards the camera,this could
suggest he’s trying to please the audience as well as the female who answered the
door.Hall’s theory shows the ongoing stereotype which is that,media language is
used to create representations and stereotypes are used to assert power,this
was successfully proven through this advert.This advert helps connect with its
purpose to sell as it’s trying to sell the product promoting it to be “strong
dark and powerful” like the young firefighter,audiences are further attracted as
it’s a well known stereotype that men are ‘powerful’.Aptamil
The aptamil advert shown in December 2017 reinforced
negative stereotypes upon gender roles.The aptamil advert implies that ‘their future
starts today’ the advert opens with a young girl balancing with a second image
of a young teen doing ballet suggesting she’s going to be a ballerina.A
ballerina is seen as stereotypical as most young girls are encouraged to do
ballet at a young age.Whereas, the young boy playing with the toy has the
second image of a young male working out equations which possibly indicates he’ll
have the career of a mathematician.The shot shows light travelling into the little girl’s room which
could convey that her future will be brighter than the young boy or that boys mood
will tend to be more serious than girls,this may suggest the boy isn’t having
fun.The little girl’s facial expressions show her being playful and cheerful whereas
the little boy’s facial expressions convey a serious or concentrated look which
may show the pressure from the parents.The use of soft colours shows an elegant
feel to the advert as their young individuals.The little girl has a pale pink
bedroom this reinforces the stereotype that she’s ‘girly’.Therefore, the advert
reinforces the stereotype as children are shown the gender roles which can be
influenced by family or parents e.g the use of colour used to represented the
gender.Gerbner’s theory is that the more we see the representations and the
more we recognise them we start to believe they are true.The use of stereotypes
helps sell this product as it’s what we associate the gender with and it’s easier
to clarify the gender by job or hobby for example.Huggies Dad Test
The Huggies dad Test advert was first shown on September 2014, it promotes their new nappies including testing the dads with these new nappies, the advert opens with an audio “ to prove Huggies diapers can handle everything, the toughest test imaginable…dads” the quote is acting sexist towards dads and gives a negative stereotype on dads as they ‘can’t look after kids or successfully change or feed them’ compared to a mum. This advert is being insulted towards fathers and being sexist towards males as they can’t look after kids like a female would.There is an ongoing prepication that dads are immature and only mess about,this prepication is further deepened by this advert.The mid shot of a baby with food all over their face represents that men can’t look after kids.The advert received a lot of criticism, mainly from dads, “it is loaded with stereotypical assumptions that dads don’t know how or when to change diapers.” It seems to me they’re hoping for comments like “ Huggies diapers are so good,even dad can use them.” – one said.Therefore, Huggies received a lot of comments from dads and it even made the american news.
