TV Ad Analysis:

POSITIVE REPRESENTATION:


This is an advertisement for the 'Nivea Clam and Care' collection, a woman is seen to finish shaving her underarms by putting down the razor on the side of the sink and picking up the product whilst spraying it on her own underarms at the start of the advert, as the main narrative revolves around the Nivea Calm and Care collection targeted at the female audience,the narrator advises that the skin is damaged during shaving. She there for introduces Nivea Calm and Care deoderent as soothing the skin and helping it recover from all the damage caused by shaving. She declears that not only it enhances your love life if you use this product but also that 77% of women feel sexier when their underarms look good. By using the fact that they have interviewed 2,550 women and 77% of those that it would also recommend it to others within the advert itself, it makes it seem more valuable and a realistic result.

This product is marketed at its target audience (female audiences) under the 'strapline'
'Feel Closer' in a new brand for the company as it aims to emphasise and promotes a positive impact Nivea products have on female relationships by helping them to "feel good in their own skin" and make their skin feel smooth and huggable. This gives out a positive representation of the female and also the product at the same time.

The women is shown to applie the product on her self which connotes that she is the dominant sex who self objectifies herself in a positive way but also attracts the men in the advert and also the male audience. The kiss given by the male in the advert also indicated that he is shown her the love by kissing her much smoother and softer skin, as this reflects back to the purpose of the product.

The advert uses non diegetic sound of a guitar and a low tone of music to signify a more settled and comfortable mood as this is also shown through the females face, when she is shown to be play fighting and smiling away as this connotes happiness and 'Feeling Good'. The use of the female voiceover suggests that the product is effective, as it makes the skin wonderfully smooth and soft which makes women feel confident and attractive after using the product.

The images connotes 'Feeling Closer' and 'Feeling Good'

NEGATIVE REPRESENTATION:

This advertisement has two connotations or meanings in which women are represented, as this shows women a positive and negative way. John Lewis are well known for their advert and they successfully manage to conveys different meanings through the use of their adverts and there brand name’ John Lewis’. As we approach the 21st century, we must be aware of the significant contributions the media make to our society and influence the way we live, as the sexual or negative objectification of females are increasing in adverts and posters.

The ‘’Ideal’’ house wife is stereotypically represented through this advert as it implies that women ‘love’ cooking and cleaning, as the audience expect to see those quality’s in every women and this advert has clearly represented the typical time-line of a women by showing the child in the cot at the start to the women getting married and later on in life at the end. This signifies that men are still more dominant and women because in today’s society women are still seen as the house provider, as they are represented as less competent than men, which gives an unjustified negative portrayal of women.

The women in the advert are shown to be taking care of her children, husband and house which conveys the stereotypical values of women even in today’s modern society where men and women should be treated equally. However women are been sexually objectified in the media all the time and this effect how and what society thinks.

The target audience for this advert would be the male and female audience I think because it shows all the family values which allowed awareness to men about the women’s life and also appeal to the female audience as its family orientated. This portrayal is also reinforced in the music used in this advert: music by (Billy Joel - She's Always a Woman to Me). Some of the lyrics used compliment the women but some also give them a negative portrayal and the connotations of this advert is very much around the women running after her child and being a loving mother.

Traditional values that are associated with family life