Female Representions on 2 Ads.

First Ad.

http://www.youtube.com/watch?v=6SrqSc-GHS0&NR=1&feature=fvwp

In Parisienne YSL: Kate Moss Commercial, women are clearly sexually objectified. This is shown through its sexual narrative as the woman behaves as if she is being pleasured. This can be considered self objectification as it is evident she is willingly taking on this role and choosing the way in which she behaves. The way in which she is dressed connotes the sexual narrative however gives a negative representation of women as it may suggest using this perfume u can smell sexy and pull someone in for the night. However the use of non diegetic sound of the woman breathing also gives off negative representations as it portrays women as sexual and frustrated. However the clip where she puts money in her dress, also gives off a negative representation. Not only does the colour black of her dress connote an evening night in, as black is considered a colour worn at night to a party, but could also suggest she is a prostitute, as she slips money down her skimpy black outfit. This again portrays women in a negative role. Functionalists such as Parsons would reject this ad and argue it shows inappropriate behaviour and goes against the typical codes and conventions of the ‘ideal’ woman, who is naturally the housewife or the caring mother rather than a hooker. The use of low key lighting also helps suggest a night of pleasure as it emphasises her sexual expressions. It can also be considered she is portrayed as dominant, as she is only allowing you to see what she wants you to see, for example a pink silk cloth covering her gives her the power of not revealing the whole of her body, therefore can be seen as a sign of dominance. Her expressions may also connote a femme fatale characterization as she looks evil by squinting her eyes which is a stereotypical convention of an evil character. Yet she also comes across as very manipulative through her expressions and the direct eye contact she makes with the audience. Which may represent her powerful nature or in a sense her sexual dominance. It could be argued the ad gives us a sense of voyeurism, as sexual behaviour is not publicised however as the audience, we are over looking at what she is doing therefore could argue the ad uses a voyeuristic technique. This ad would appeal and attract the male audience as its primary audience by the ‘male gaze’. This is shown through the sexual fantasy’s it may evoke within men as they stereotypically enjoy to watch such things.

http://www.youtube.com/watch?v=PP8GWz1ZMGk&feature=related

Unlike the first ad, this febreeze ad portrays women as very positive and as the ‘ideal’ woman. She is represented as the caring mother who wants her house to smell nice and stay clean while people visit. These are the stereotypical conventions of a traditional housewife. She wears light colours for example baby pink and white, which could connote purity as she purifies her house with frebreeze. She is also presented as a typical housewife/ mother and a person with self respect. This is shown by wearing clothes which hides body parts that may give out wrong or negative representations. All buttons of her shirt are done which connotes she is very homely and dresses appropriately. There is a positive representation of self objectification, as she objectifies herself as the ‘perfect’ mother and wife. This could be inspiring for young mothers or young women as they would want to aspire to be the ‘perfect’ mother and wife. Functionalists would be in favour of this ad, as this ad fully represents their ideologies of the traditional caring, loving housewife fulfilling the roles of a good mother and wife. The use of high key lighting sets a positive atmosphere in the ad as it brightens up the household which connotes positivity. Whereas the use of non-diegetic sound of a piano in the background compliments the friendly mise en scene of the traditional nuclear family setting a and happy tone to the ad. In this ad, women are also presented as the dominant and the men ad subordinate within the household. This is shown through the woman having complete control over her house, where she takes on the roles within the house whereas her husband is only shown answering the door to a visitor. Therefore this could connote the woman’s superiority within the home. It could also be seen that, the woman’s control over her house could be a reflection of her powerful nature and again follows the conventions of the traditional or ‘ideal’ woman of the household.