WOMEN IN ADVERTS...

JI-FOAM ADVERT FOR OVEN (1950's):
This advert is a foam for oven, which is representing women as a housewife and taking care of the house, relating to Bartsch (2000) study that women are twice likely to be represented in domestic products adverts than males.
mainly aimed at housewives, and this advert is not really showing the women as a being a sex object but mainly as a housewives,as there aren't many shots of the women in the advert.



Pabst blue ribbon commercial (70's):
this advert is representing the women as a sex object and as a male gaze (Laura Mulvey), which is shown in the advert by the men looking at the women and saying "What a body", and she is represented in a working environment that she is selling beer, but still represented as a sex object by her mini skirt clothing and then she is sorting out her clothesbefore she goes to see the customers. this advert is supposed to be funny because the male is looking at here from far and she doesn't see him.





Lynda Carter- Maybeline fresh lash mascara (1981):

women in this advert is shown in a beauty advert, trying to promote the Maybeline mascara, this beauty advert is trying to to show the 'Beauty Ideal' according to Germaine Greer, for eg: if the women wore this mascara they will look pretty throughout the whole day as it is said by the model that it last for 24hrs.
this advert is also using celebrity Endorsement" Lynda Carter" in order to appeal to her fans and might want to look like here, so if they wore that mascara they will be more likely to look like her, but in the sametime this beauty advert might make the women underestimate her self, if she can't look as good as the celebrity.







Intuition (Estee Lauder) commercial (2000):

this is a perfume advert for females, in this commercial the women is also following the 'Laura Mulvey' theory, being a male gaze and the way she is represented in a sexual way, that she is touching her body even though mainly her face is shown, medium shots of her are shown and she is not really wearing anything, as the perfume is shown her face is shown as well, and there a useof a female voice-over to make it lookvery feminine, this advert is trying to show the female audiences if they wore this perfume they would look like her as being pretty and this is showing the idea of a perfect provocateur as being pretty, no spots, no wrinkles etc... (Anthony Cortess, 1999).



The sexiest advert:
this advert is known as the sexiest advert, it is really representing the women as a sex object because the women is looking directly at the camera, and the way that she is wearing sexy clothing and she is half naked, she has a slim figure and she is also represented as a "perfect provocateur", and the way that she is opening something but still looking directly at the camera.