Existing advert analysisNow and then

Lynx- vicehttp://www.tellyads.com/show_movie.php?filename=TA3943

This advert was created in 2007. The advert consists of 4 women standing as if criminals posing for a photo-shoot in front of a detective, in this case Morgan Freeman plays the role.In the first shot, a long shot is used to set the scene. Upon this first viewing of the advert you can recognize the classic female roles with one female as a nurse, another as a librarian, a pregnant female and a young school girl. The fact that these roles have been used is ironic because these females you would never expect to be the stereotypical criminal. This represents that every female, no matter their role or age, can still turn naughty even if nice after smelling this deodorant on a male.

Lynx- viceWith every cut a cross-fade is used. This confirms that the women are being watched through the glass. This links with the male gaze. The male gaze is a feminist theory that was first developed by Laura Mulvey in 1975. The male gaze occurs usually when the audience is put into the perspective of a heterosexual male, in this case we are shown the male and then what the male is looking at,this is a cutaway edit. Mulvey believed that women should enjoy the attention of attracting the gaze, and put themselves in positions to be looked at. In filming, following the gaze of a male character, the audience is directed to look at the female. At which point, the woman is already in a position where people can look at her. Usually the audience sees the camera surveying women by panning their bodies before zooming in to their faces; suggesting how women should be viewed. In the feminist theory, the male gaze expresses an unequal power relationship between the viewer and viewed, or the gazer and the gazed. The woman is passive to the active gaze from the man. This adds an element of ‘patriarchal’ order and it is often seen in "illusionistic narrative film".Mulvey argues that, in mainstream filming, the male gaze typically takes precedence over the female gaze, reflecting an underlying power asymmetry.

Another theorist John Berger says, “Men act and women appear. Men look at women.”In both filming and imagery, masculinity is connected with the organizing logic of the gaze, whereas femininity is associated with fragmentation, lack, and passion associated with the object of the gaze.Jacques Lacan was also one of the first people to study the gaze, he discovered that In traditional psychoanalytic theory, the gaze is linked to fantasy and desire. The psychological effect, Lacan argues, is that the subject loses some sense of autonomy upon realizing that he or she is a visible object.In another shot within the ad a pan is used of all the women, this mid shot enables the audience to see the emotions and the facial expressions of the women. During the shot a blonde female is shown suggestively biting her lip while the male is gazing at her. This suggests according to Barky that women feel the need to look sensually pleasing to men. Barky also says that women in patriarchal societies feel constantly watched by men, much like prisoners, which is well represented in this lynx ad.

Lynx- vice

In the final shot of the advert the product Lynx Vice is show with its own slogan, ‘turns nice girls naughty’. This advert is effective because it gives the impression that if you wear lynx you’ll have the nice girls turn naughty for you. This is an ideology that men want women to love them and this product will therefore help them to reach that outcome.Also within this last shot the alliterative phrase “forbidden fruits” is used. This is a biblical reference and refers to the temptation of the forbidden fruit in the Adam and Eve creation story. Using this concept within the ad suggests that the deodorant is a temptation with consequences such as naughty women, similarly just like in the garden of Eden, where Eve gave into temptation and therefore there were consequences to her actions also. For example after eating the fruit being naked was seen as immodest and childbirth was painful.It also could be argued that using this phrase in the ad where women are the criminals could be reinforcing the idea that problems are all originally from a female, Eve. And that all other females do give into the temptation, in this instance the deodorant.

Lynx- vice

BT- Vision for girlshttp://www.tellyads.com/show_movie.php?filename=TA3468

This advert was created in 2007. The character within the advert is in a series of BT commercials with other members of her family. The first shot we see in the advert is setting the scene of the women leaving the work place (shown right). As we come into another shot of the women at mid view we then hear what I would call a first person voice over.This voice over expresses her thoughts of all the programmes she could possibly watch when she gets home, from work. Programmes such as ten years younger to desperate housewives are on the list. This shows she uses the things she watches for specific gratifications in her spare time.This links in with the uses and gratification theory. Theorists, Blumler and Katz’s suggest that media users play an active role in using and choosing the media.The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion.From the ad I think that two needs are being portrayed to be met and the type of programmes that she thinks about reflect this. The first need is the social integrative need. This need encompasses the need to socialize with family, friends and relations in society. Therefore you may watch the same things as other people so you have common topics of discussion and the same interests. The next need is the tension free need and for entertainment. Some people use the media as a means of escapism and to relieve from tension, In this case it is to relax after a day at work.

Throughout the whole of the women's journey home from work there is a non-diegetic melody playing in the background. This gradually creates a build up alongside the music for when she gets to watch the TV, however when she gets back, she catches Adam who she doesn’t think will be in watching TV.Adam is watching football which is typically considered a male programme. In the ad gender roles are reinforced. The theorist Morley studies this and found out that there was a strong male preference for 'factual' programmes such as news, current affairs documentaries, and sports. Where as female preference was for fictional programmes, soaps, melodrama and sitcoms. This theory would link to the ad as the male and female both show or state what programmes they like to watch which are directly related to their gender roles.As the advert draws to a close the voice over changes and leaves the slogan ‘ For TV on your terms’ This advert is effective because it relates to everyday life and shows how it can fit in with yours. Also Watching tv is what people tend to do to relax which generates a realistic synario.The concept that you can catch up on programmes you’ve missed is channelled well in this ad as it shows how you have freedom of choice with this technology and its on your terms.

BT- Vision for girls

Nokia- Forgive himhttp://www.tellyads.com/show_movie.php?filename=TA1779

This advert was created in 2006. The advert starts with a high shot looking down on someone walking along the beach, a shot like this sets the scene of the advert. As this opening shot changes to a mid shot a non- diegetic melody plays in the background as if you can hear what she’s listening to through the headphones. The sound relates back to the product that is being advertised as it sounds like a phone ring tone or jingle.

A close up of her foot has been used to show her mood, that she is comfortable and to walk on the waters edge is a natural thing to do. The following shot is a track this has been used which follows the main focus within the shot, in this case it’s the girl. A voice over cuts in front of the music as she moves the phone away from her ear saying ‘up 15,000 tracks, one will make you want to forgive him.’ The products then appears and a slogan is said, ‘ Nokia, music gets you talking.’ The concept of forgiveness used within this is ad could be portrayed as the storyline or feminists could argue that it is gendered. Kathryn Norlock a theorist wrote the book Forgiveness from a feminist perspective. Norlock claims that forgiveness is gendered. Her book raises the question of whether or not forgiveness will be significantly different for women as opposed to men. She believes that women are expected to forgive far more than men are. Also the fact that it says it will make the girl want to forgive him implies that women would listen to emotional slow songs that are reflective and therefore giving the stereotypical characteristics of being vulnerable, innocent and forgiving.

Nokia- Forgive him

Levi’s- Spacemanhttp://www.tellyads.com/show_movie_vintage.php?filename=VA0818

This advert starts with setting the scene of a space style world. Using this theme within the advert links directly to the slogan at the end of the advert, ‘The only jeans in the universe cut with 01 denim.’ From the beginning and throughout the whole of the advert there is also a non- diegetic sound of backing music that once again links with the space theme.As the spaceship comes into a more detailed view you can recognize that it’s in the shape of an iron. This could have been used to reinforce gender roles within the advert and also creates a stereotypical idea about women, such as being domestic, hence the iron. Stereotypical roles are highly generalized within the media and usually shows that, despite some improvements over the years towards more divergent and realistic portrayals, it still occurs . For example according to Eschholz et al 2002 although there are more female characters on television and women are playing increasingly varied parts, they are still underrepresented in relation to men and to their actual numbers in society just like within this advert there are only 2 women shown in comparison to all the men. Also most women who do appear are generally young and try and portray sex appeal and attention. Griffin 1998 has also highlighted the fact that in the US media, there are several common images of women that tend to reinforce ideas of sex difference, including hetero-sexy beauty queens, wholesome girls next door, cute pixies, and wives and mothers. Furthermore according to Nelson & Paek 2005, in spite of social and economic advances US women have made in recent years, the media continue to portray them primarily as sex objects, reinforcing the “sex kitten” stereotype.

Next in the ad what is commonly used and known in adverts is the male gaze. When the young female comes into view of the main male character he is shocked and looks bewildered by her. The advert portrays this as him being shocked by her coming from space, however feminists, especially during the second wave movement would argue that the objectification of her body is the main reason for his expression and him looking at her up and down is shown as a pan shot within the ad.

Close ups of her body are also used within the ad which emphasis’ her skinny but curvaceous body. This refers to the concept of sexual objectification ,the practice of regarding or treating another person merely as an instrument towards one's sexual pleasure, and a sex object is a person who is regarded simply as an object of sexual gratification or who is sexually attractive. Objectification more broadly is an attitude that regards a person as a commodity or as an object for use, with little or no regard for a person's personality or sentience. Many feminists would also argue that women being portrayed in this way adds to the gender inequality.

Pro-feminist cultural critics such as Robert Jenson and Sut Jhally believe that adverts like this and many others within the mass media promote the objectification of women in order to promote products and services.

Levi’s - Spaceman

In the next shot the female aliens face is shown, this is predictable within feminist theory because her body close ups are used before and seen as more important within the promotion of the product. The females expression is seems to be very happy and she comes across as liking the attention she receives from the men. In feminist terms it could be considered to make her feel empowered and independent, however critics would argue that its actually making her oppressed within the patriarchal society that we live in.

Overall I believe that this is a good advert and has been promoted well in that men and women would both idolise the female within the advert from space. Therefore females would want to buy the product for two reasons, one to look and feel like her and two so men can find them attractive.

Levi’s - Spaceman

Castella – A little bit bigger http://www.tellyads.com/show_movie_vintage.php?filename=VA0563

The advert starts by setting the scene on a busy beach. Using this setting directly establishes the British culture, as the sea side is considered a British tradition within the summer.The first character we meet in the advert is a muscular male. He stands posing and flexing his muscles for the attraction of women.This relates to the male body image and the concerns that usually result from external pressures to conform to a specific "body-builder" physique: broad shoulders, V-shaped back, and a muscular body. This stereotypical idea of the male is represented in this advert. Males receive these pressures from the media's definition of masculinity or from teasing and expectations from family and friends. Comparing their own bodies with the media ideal may cause many males to become dissatisfied with their bodies. Men are bombarded with media images of superheroes, action figures, and bodybuilders, all of which suggest that they should work towards having dense and muscular bodies. Family members and friends can also be the source of destructive information. Teasing and unrealistic expectations often cause males to seek to modify their bodies. This also links in with the recent research that has only focused on he male body image. According to a BBC article the researcher found that out of 161 men those who regularly read magazines were more likely to be influenced by the imagery within also more worryingly, the majority said they were also more likely to consider using anabolic steroids to improve their appearance.

We then meet three women posing for the muscular males attention. This also relates to stereotypical roles and how women are objectified for the satisfaction for others.There are theories of this and how women have been undermined and treated, one theory is Feminist epistemology. Feminist epistemology and philosophy of science studies the ways in which gender influences our conceptions of knowledge, the knowing subject and practices of inquiry and justification. It identifies ways in which dominant conceptions and practices of knowledge attribution, acquisition and justification systematically disadvantage women and strives to reform these conceptions and practices so that they serve the interests of other groups, in this case it’s the male their posing for. Various theorists of feminist epistemology argue that dominant knowledge practices disadvantage women by excluding them from inquiry, denying them epistemic authority,denigrating their “feminine” cognitive styles and modes of knowledge. As well as producing theories of women that represent them as inferior, deviant, or significant only in the ways they serve male interests, producing theories of social phenomena that render women's activities and interests and gender power relations.

Castella– A little bit bigger

Castella – A little bit bigger As the main male bullies the ‘geek’ he is unfortunate to be landed in sand, on the left. This provides the advert with a story and a moral, for if you are mean to others the same will happen to you. In this case the male didn’t look so masculine anymore and the girls turn their attention to the male who is smoking a cigar. He is considered in there eyes to be cool and a real man they idolize him and then the voiceover appears ‘castella classic’. This advert is affective because the use of the cigar at the end shows that you will be the one who gets the female attention, as well as look fashionable and cool if you smoke castella, which is what they thought back in the time when this advert was made.