Male Representation:

'Diet Coke' - 11.30 Appointment Advert':(Objectified)

This is a historical and contemporary advert that signifies the"female gaze" as it is a classic example of the protagonist being sexually objectified in the advert, which shows that the women are the dominant ones for a change and this also conveys 'girl power' which shows a dramatic change in society compared to historical adverts, because back than man were shown to be in power and take on more of the dominant role. This can also be arguable as it covers the 'Gender trouble' theory which refers to any behaviour or representation that disputes culturally acceptance where women can get sexual pleasure by sexually objectifying men as women themselves are represented as a passive objects in today's media and contemporary society.

This advert is over emphasised on sexual appearance on the man, as he is shown to be topless, showing off his physical appearance which again refers back to the 'female gaze', which subordinates (Mulvey's theory) of the 'male gaze', while the women freeze to take a look and while biting their lips and turning heads. However there is still a great deal of division between the representation of men and women in contemporary adverts today as the media's representation of women are 'naturalised', as women as still associated to motherhood,careers and housewives.

Gucci by Gucci Pour Homme Advert (Positive)
This is a advert by James Franco, he is represented as a sharp,smart and powerful protagonist, he is shown to be dominant as he is the only one in the advert which implies that he is in control, we as the audience will also get a sense of being overpowered as he looks directly to the camera, making eye contact with the audience showing not only his control but also female attraction, which refers back to the 'female gaze' even though he is not sexually objectified as he is presented in a black uniform in contrast with the black and white theme, which connotes attraction and center of attention. The use of celebrity will appeal to the audience and even though this is Gucci fragrance advert for men, the female can also be attracted to him while the men may aspire to be him. The use of his voice also connotes the narrative of the advert with a binary opposition of the music, as the advert is targeted at the male audience but the sound track is by a women as he repeats the words of the music suiting the purpose of the advert.

(1960s) Folgers Coffee TV Commercials:(Negative)

This is a historic advert from the 1960’s which reinforces a patriarchal society and the expectations of the female role as it is shown to be a sexist and stereotyped advert, which represented the men being more dominate within the household and it overpowering women. The man is shown to not be pleased with the service provided by his wife and come across as ungrateful and harsh, as he compares his wife coffee to the girls at work. The advert emphasises on the tone of his voice through the use of his angry body language and the diegetic sound from the speaker and close up shot of his face while speaking which shows that he is complain and raising his voice, which shows his dominate role. However this is a negative representation as it shows he had no respect and that he is very much stereotyped to how the men in the 1960’s behaved but all he needs is a great 'Folgers coffee'.The women are also shown to meet at the shopping car park which stereotypes the typical job role of a female as mothers and housewives.