Whilst this is a fragrance advert, it can still be useful in terms of analysing representation. The advert presents a male homosexual couple riding a motorbike together. It presents this social group in a positive light, and also breaks stereotypes about homosexuals. Often, gay men are presented in the media as very camp, and not enjoying so-called 'manly' activities such as riding a motorbike. The fact that they are riding a motorbike and enjoying represents this group as much more diverse, and not in the stereotypical way that is often seen.
This has inspired me massively as I have chosen to follow this idea of breaking homesxual stereotypes, although in my advert it will be between two females and not two males like in the advert above.
Sure women advert - Gender representation
This advert breaks the stereotype of women being weaker than men and somewhat submissive. Whilst representing women in this way isn't as rare as the representation above, it is still not common in the media. The advert's voiceover enforces the idea of women being strong, in any situation in life. 'Strong full stop', is a direct quote from the advert, which represents women as strong; just as strong as men. This inspired to break gender stereotypes in my advert, although in mine it will be breaking male stereotypes, as the main character will get involved in so-called 'feminine' hobbies, that would not be associated with being manly.
Lynx 'Is It Ok?' campaign - Gender/Sexuality representation
This campaign focuses on breaking stereotypes of being a man and being masculine. In today's modern society, many expect a man to be tough and strong, as often presented in mediums like magazines and TV. Men are often presented as strong and muscular, but this advert questions this portrayal, through the line 'is it okay to be skinny'. This is a representation of men that is often not seen, and therefore would appeal to men who are not physically muscular, which is most, as it is relatable. There is also a scene that portrays a homosexual relationship in a positive light, which although is not uncommon, it still breaks the stereotype of the 'average man' image, which includes being a heterosexual relationship. I intend to break the stereotype of this 'average man' image, by the males in my adverts enjoying feminine hobbies, and I also intend to represent a homosexual relationship in a positive light in the advert with the females, in order to relate to my target audience.
In conclusion, research into the representation of different societal groups has helped and influenced my planning massively. I have seen that most adverts tend to follow stereotypes and therefore reinforce them, but some attempt to break these stereotypes. These ones in particular have influenced the planning of my advert, as I want to break stereotypes about gender and sexuality, as that what my target audience also want to do but in the actual real world. Therefore, by breaking stereotypes in the advert, I would be making the advert relatable to my target audience, which would appeal to them as explored by post 4.
Lynx 'Is It Ok?' campaign - Gender/Sexuality representation
This campaign focuses on breaking stereotypes of being a man and being masculine. In today's modern society, many expect a man to be tough and strong, as often presented in mediums like magazines and TV. Men are often presented as strong and muscular, but this advert questions this portrayal, through the line 'is it okay to be skinny'. This is a representation of men that is often not seen, and therefore would appeal to men who are not physically muscular, which is most, as it is relatable. There is also a scene that portrays a homosexual relationship in a positive light, which although is not uncommon, it still breaks the stereotype of the 'average man' image, which includes being a heterosexual relationship. I intend to break the stereotype of this 'average man' image, by the males in my adverts enjoying feminine hobbies, and I also intend to represent a homosexual relationship in a positive light in the advert with the females, in order to relate to my target audience.
In conclusion, research into the representation of different societal groups has helped and influenced my planning massively. I have seen that most adverts tend to follow stereotypes and therefore reinforce them, but some attempt to break these stereotypes. These ones in particular have influenced the planning of my advert, as I want to break stereotypes about gender and sexuality, as that what my target audience also want to do but in the actual real world. Therefore, by breaking stereotypes in the advert, I would be making the advert relatable to my target audience, which would appeal to them as explored by post 4.
No comments:
Post a Comment