3 contemporay adverts

Diet coke advert

The difference with this advertisemnet for diet coke is that the man is being objectified by all of the women which makes a change to how women are represented as it its no longer the male gaze but the female gaze. This advert suggests now that there is a role reversal to the audience due to the fact that the men have to now identify with the women as they are given the point of view of what the females see in the advert.

http://uk.youtube.com/watch?v=4uL-YMCJlRY

GAP Advert

This advert portrays to the audience the life of what its like for a single man. Its clear from how the man is represented that the target audience for the advert is for men however this does comply with the female gaze as all the shots are of the man throughout the advert. This adevrt portrays the man in a more material role due to the fact that the advert shows the man looking after himself and shows him living on his own. Male audeince would identify with this man in the advert and may believe that this is the perfect image of what a man is supposed to be like.

http://uk.youtube.com/watch?v=egBh9lauQDg&feature=related

Kate moss advert

This advert begins to portray how the female character is objectified. The advert links to greer theorys that all women are only interested in beauty products and looking good. This advert shows that its both for the male audience as kate moss is being objectified in order to meet the needs of the men that may be watching the advert. The adverts target audience is females however its shown through the close up shots which are used in the advert that some aspects are shown to meet the needs of men. This can also link to walters (1998) theory that women enjoy fashion and beauty and enjoy looking good which constrasts with the idea that this advert is only shown in order to target and comply with the male gaze.

http://uk.youtube.com/watch?v=jeZc6hjW22c&feature=related