Post Feminism:

'Here come the girls':Boots advert:(Post feminist)

The above advert is for Boot Christmas special advert, this can be called a post feminist advert has it shows women are in the typical working place and shown to be in control through the use of them being positioned in the middle of the frames in the center of attention. Man are not the main attraction in this advert as they are seen to be totally ignored by the women, this challenges the stereotype of man been the centre of attention but through the use of this advert the women are shown to be in their own girl world where they can’t be influenced by the men or sexually objectified by men. Their facial expression indicates a sense of ‘guilty pleasure’ and happiness by using the product. Even thought the female are shown to by touching their own legs while applying cream and make-up, or shown skin but not too much, they are not sexually objectified and are not appealing to the ‘male gaze’.

The use of the music also signifies the power the women and how they are taking over in their hundreds ‘Here come the girls’ gives out a message of the women being positively represented as they are the dominant ones in the advert and the marching drum sound could suggest that they are on a mission, while the men are being over shadowed by the much beautiful and confident women. The use of the long shots helps the audience to identify with the women, as they are shown with new clothes and shoes and make-up in order to look confident and attractive and by also using close up shots it shows the effect of the product, for example the close up of the women appealing make-up or other products, the effect of it makes them look and feel gorgeous. The logo that the end ‘it's a season to be gorgeous’ makes the audience feel to look as good as those women in the advert and make them feel glamorized. The use of the women marching on the street connotes girl power and confident.