Homework on Ads.

Colgate Ad.

http://www.youtube.com/watch?v=xFydzXFcA-Y&feature=related

This is an example of a 1960’s advert on Colgate. Unlike other adverts from the 60’s misogyny is not presented in this advert as portrays positive representations of both men and women. This is shown especially at the end of the advert where both genders are posing together. This could suggest equality between the two as they stand together smiling, giving out joyful connotations. Another reason for why this advert may not be seen as negative is because the woman is not sexually objectified or presented as a femme fatale. Instead, she is presented as an angel with her delicate smile and sensible sense of dressing where there is no exposure of any sort showing there is no self objectification. Another example of the advert not being bias or presenting any negative connotations is through the equality shown on screen where they are both given an entry and with a matching sing along. For example; “When Judy Katy makes here scene” for the females entrance and “when handsome Harry joins the session” for the male’s entrance. This is another clear example of equality between the two genders and how the advert goes against the stereotypical femme fatale representations of women giving the audience a sense of naturalism. This may also attract the male gaze as she is presented as the perfect or ‘ideal’ woman, with her “cleaner breath, cleaner taste, cleaner teeth”. This is shown through her angel like behaviour. Functionalists such as Parsons and Durkheim would agree with ideologies being represented along with feminists such as Sue Sharpe as they would see equality being achieved between genders

Vintage Folgers Commercial

http://www.youtube.com/watch?v=kovsZZw0LwU&feature=related

Gender inequality and patriarchy is portrayed through this advertisement. The way in which the woman is criticised regarding her cup of coffee shows the patriarchal ideologies as he is presented as the dominant figure. This is shown by his posture as he looks down on his wife and dominates her by raising his voice, criticising her and compares her with other females. The way in which he slams his cup of coffee also stands as a male dominant representation as he is able to do whatever, wherever and however. The basic narrative of a wife not being able to fulfil the needs of her husband is a stereotypical representation of women always having to please their men. An example of this is where she makes the effort to trying to please him, fulfilling the typical ideologies of a housewife. Another example of her being the perfect housewife is when she is in the kitchen with her friend cooking and doing the household chores.

Flintstones Selling Cigarettes

http://www.youtube.com/watch?v=VWj9JBVOdbk&feature=related

This is an advert feminists would rather hate. It is a prime example of a patriarchal society where women are expected to do all house chores as well as take on the work of men such as D.i.Y and gardening as shown in the advert where Wilma is cutting the grass. This puts in place the typical ideologies of patriarchy, bias genders and men being dominant and women subordinate as they work hard and the men “chill”.

Gay Advert

http://www.youtube.com/watch?v=kAKYpUo18wU

This is a video representing gay people as the children call a man their “mum”. He is presented as the ideal “wife” as he is seen fulfilling the essential and most typical roles of a perfect housewife. The scene of where the two men kiss also sets the ideologies of promoting gay men. It shows that there is equality within society and Functionalists such as Talcott Pasons and Durkheim would reject this idea of homosexuality as they believe in the typical nuclear family.