Female Representation:

Marks and Spencer advert April 2010:(Positive)

The women in this advert appear to be dominant, confident, happy and funky as they are represented in a positive way. The advert consists of powerful and famous women as such Danni Minogue, well known on the X-factor and Lisa Snowdon. These women are used to advertise the new range of clothing for Marks and Spencer’s (M&S) for the style and fashion to suit every occasion and it’s catered for different women of different ages and sizes, as they are successful and famous, the female audience can identify with them and relate to their motherly quality’s such as Danni Minogue. The mise en scene and the funky parallel music played in the background gives out a sense of liveliness and creates a happy atmosphere, although some off the women are shown in their underwear or swim wear they are not sexually objectified but portrays there femininity in their seductive clothes and they are shown to be in control. The mise en sense also includes the beaches, sunshine and the forest which connotes the natural surroundings and also suggests the clothes are suitable for these types of environment, the facial expressions of the women reflect on their own natural beauty. The women are not represented in their stereotypical job role such as the kitchen or doing the washing up but out door in a non- stereotypical environment which indicates the alternative representation of women and ‘girl power’. Overall the representation of women in this advert is positive and inspiring the target audience.

Little woods Advert:(Positive)
The egg symbolises a re-birth of new fashion and women.'little Woods.com' is associated with great family products, and stereotypically speaking women 'Love' shopping and this advert shows how the women can provide the best Christmas for their family's by shopping at 'Little Woods'.

Historical And Contemporary 'Fairy' New Advert:(Negative)

Even in today’s modern world, women are still living in a patriarchal society as they are being considered as less dominant than men. The advert above is a good example and proof that women are represented negatively and classed into their stereotypical roles. This advert reinforces the ideologies that women belong in the kitchen and are associated with the washing and cleaning. The kitchen is shown to be a motherly and environmentally friendly through the use of the mise en scene, as this connotes that the women is put in her place, were she’s used to the environment. The advert is shown to stay the same throughout the years, the women and the child is shown to be changing and revolving to suit the audience, however men are not shown in the advert, this indicates that men don’t belong in the kitchen and they take on a more dominate role as this refers back to the patriarchal society we are brought up in to.

Throughout the different shots used in the advert the women is shown to be occupied by the little girl supposedly her daughter and the little girl’s facial expression shows that she is happy to be in the kitchen with her mum, as this can also connote that the mum is passing on your skills in the kitchen to her daughter. This gives out a negative representation as it shows that from a young age girls are put in their stereotypical role as this is 'naturalized' in society by the media. The moral of the advert is that women belong in the kitchen; this is why the fairy liquid advert is used though generation as it suits it purpose by almost glamorising the kitchen environment and the female role through the use of this advert.

Another Example: (1960's) Vintage ‘Dove’ Advert Commercial: (Negative)

Again, this is another example of the a historical advert which gives a negative representation of women as they are stereotypically associated with the washing up and cleaning of the house. this advert of the 'Dove' washing up liquid is portrayed to makes women's hands feel soft and smooth as typically speaking women spend most of their time in the kitchen and washing up.

Interesting Advert: D&G - Light Blue Advert

This advert is a classic example of when the male and female being sexually objectified, as the representation of both genders are show to be sexually attracted to each other signifying the purpose of the fragrance. This also signify the protagonist's male dominance as he is shown to take the fist steps and taking control, but it can arguable whether this could be seen as a positive or a negative representation of the male or the female, this appeals to the male audience as its shown almost like a dream or a fantasy to be in such a beautiful,sunny place with a sexy female but at the same times this advert would also appeal to many of the female audiences as the protagonist is shown to wearing next to nothing, too much body on show and this fulfills the female gaze theory and satisfaction, we can say he is very much represented as an 'Eye-Candy', however this can also covey's how males are easily manipulated and tempted by women , this is shown when the women is putting her hair back and look comfortable while looking in his eyes, this would favour feminism and power but as the protagonist is more dominant and over powering the women by standing over her, the oppositional reading would be that men are still in power and its still very much a male dominated society.