Representing women negatively
This is an advertisement of a bottle of ketchup, it is generally trying to achieve its audience by representing the bottle as a women's weakness. It is also representing that women didn't have chances in going first in those days, they were know of not being independent as they were to be the weakest compared to men and more emotional. This advertisement is trying to say that women can do something to surprise the men.
The target audience is mainly aimed at everyone: it can be an advertisement to show that women's do not need to struggle to open the bottle anymore and that men don't need to waste their energy over a ketchup bottle. The target audience is aimed at women's aged between 18-40 year old's and the women is represented as a middle class with interests towards showing their skills and abilities.
In the copy, the word women is underlined, emphasizing that the ketchup bottle is easy enough for women to be able to open it by herself without needing a men's help. This comes from the generalized idea that women are weak, as it can also be seen to have a strong gender stereotype. The image displays the women's face more than the ketchup bottle, which is putting emphasis on the women and how weak women's are. The yellow background creates a bright mood, along with the women's cheerful looking face expression, as their being represented as independent. Which assists in not making the stereotype a big issue in this advertisement.
Positive Representation
This is an advertisement representing women positively, it is advertising Schlitz beer. In this ad for Schlitz beer, her husbands take's a gentle approach and comforts his young wife, who had a breakdown after burning his dinner.This advertising poster is representing women as more emotional in the 1950's and not being independent, in need for their husbands help.
The women is in a kitchen, portray's that she is the housewife who cares for kids and does all the cooking for her family.
Some very good analysis, Henna.
ReplyDeleteDo you think women today would appreciate the message the tomato sauce advert is implying?
I am a bit confused as to why you think the beer advert represents women positively. What is it suggesting about her abilities as a housewife? Was that acceptable at that time?