Tv ad analysis

Fairy advertisements 2010.

In this Fairy liquid advertisement women are represented in a negative way. Fairy have done this throughout several codes and conventions. To begin with the advert starts with a clip from the 1950's advertisement of Fairy liquid. This then transits onto another decade and several after until reaching the current time. Within these clips the protagonist within all the decade is a female. Also considering the mise en scene within these clips which consists of a kitchen with a sink and washing appliances around the protagonist. This therefore symbolises a patriarchal point of view from the advertisers that females should be situated within the kitchen and also that times have not developed from the early 90's and the same traditions should still be followed. To add to this point the use of a young child who of gender is female within the same clips also connotes and also subordinates that even from a young age females should be within the kitchen cleaning up after the dominant gender the 'males'.

The protagonist within the clips uses the quote ' I hardly ever by fairy liquid' which in a slight way subordinates females as this connotes that she has no power of what is brought and that it is the males choice upon choosing the Fairy brand. Another point to put across is that the mise en scene of a kitchen is within all the clips, which connotes that even after decades we still have the stereotypical view that a female should be working within the kitchen picking up after the dominant gender the males.

This advert shows that we still live in a patriarchal society as these transitions show no change over the decade. Fairy have sent a message out that no matter how much change occurs in the world, females will still be the responsible on in the kitchen and shall always be firstly classed as a housewife. This negative representation has typical conversions of feminism, when we are supposed to be in a post feminism society.





This advertisement of Adidas has given females a positive representation as it has withdrawn them from the stereotypical role of being subordinate to the dominant gender males. Adidas has done this through several ways. Firstly looking at the advertisement, it has been created to promote the brand and its combination with the women's world cup 2003. This is something new as normally Adidas would follow the dominant gender males story of the world cup. Normally females were not placed within male roles, such as football. However Adidas has broken the trend and allowed females to express their feelings and talent without being subordinated against men. Representation of females has been shown as calm and peaceful, which in previous years has been the complete opposite where they are classified as the subordinate gender.

Adidas has put females as a gender in a whole new context as creating this advertisement it has broken the feminism within advertising and start to give females more power and responsibility within media. This is shown in the advert as there is no presence of males and it has given females the limelight. Also by putting females in the context of football it sends of ideology that what males can do females has the rights and the correct amount of skill to match what they do. Having the actors in straight lines gives of an image of being in the army, also the synchronisation of each actor with each move is very precise. This gives of ideology of being in the army which has always been represented as the males job, although it being a male job it has broken the dominant representation and placed a new role for females within it.