Historical Adverts

Positive Representation of Women



In this advertisement the representation of women is not negative because it presents the male and female people within the advert as equal. The Jingle of the advert happens on both the female and male. The woman in the advert is not sexually self-objectifying herslef and not yearning for male attention, as she comes into the shop, she waves hello to her male friends and as the man comes in he waves hello to his female friends. So this advertisement presents both sexes as somewhat equal.

Negative Representation of Women



This advertisement represents the woman as subordinate compared to the man who is being served by her and then criticising her for her service, which highlights the patriarchal society within that era. This is further outlined when the man says 'the girls down at the office make a better coffee', which shows how the females in the society at that time are portrayed as subservient to the men, there for their needs. Also when the woman telling her friend that he didn't kiss' her on the way out, creates an ideology that men are only satisfied with a women if she is able to cook and provide services for them, and that women should provide for their man and that them being happy will also make them happy.


Historical Advert- Representation of Men (Sex Object)



This advertisement has the ideology that a woman desires the perfect man with the perfect hair. And that if a man doesnt have perfect hair, they're no good to women. And this is somewhat portraying men as sex object, since after the mans hair is good, he seems desirable as the woman kisses him.

Contemporary Representation of Men as Sex Objects


In this advertisement, the man is being viewed as a sex object. Firstly he is topless whilst the woman is wearing normal clothing, the body language of the man seems to be submissive and timid, usually qualities and an idealogy of women. He is being dragged out of the car my the women, as if the women is lurring him, instead of him flirting with her. This reversal of ideology is later heighten when the woman graps the man bum. this gesture is usually depicted with men rather than women. This advertisement seems to have a post-feminist view since the woman is carrying male qualities however by still being feminine.


Contemporary Representation of Men as Sex Objects