Negative Representation of women

Negative Representation of women:

 


There is a negative representation of women being used in the Mr.Muscle (2010) advert.

Freeze Frame 1:

This is a mid-shot of her having difficulties cleaning the drain. This a negative representation of women as they are portrayed as housewives, this links back to the 1920's/1950's advert where women where the housewives. The gloves illustrates her as being clean and hygienic, furthermore she likes keeping everything organized: dishes, knives, spoons.

Freeze Frame 2:

Over the shoulder shot is used here, the purpose of using the is to show a conversation going on between them. In this freeze frame the women is at a lower angle to the man showing she is weaker and the man is dominant over her. The women is wearing  a purple top with connotates to magic and mystery linking back to the product cleaning in a magical way. Compared to the 1920's/1950's I think modern women now where more jewelry; in this scene she doesn't look like a housewife at all.

Freeze Frame 3:

This freeze frame can be interpreted in many way's: Two shot, Over the shoulder shot, Mid-shot, furthermore the man is created to look bigger and stronger than the women also uses need for sex as he shows his 6 Packs. During the 1920's/1950's they were characterized as keeping men happy whereas in this advert the man is helping the women and they are both happy, in which we can disagree to representation of women in the 1920's/1950's. 

Freeze Frame 4:

In this Freeze frame a mid-shot has been used to show her holding the product, she is very happy to receive the product as it will help her in the cleaning up. In the 1920's/1950's women thought doing the house work would make them successful and happy, however from this advert we can infer you didn't have to do the house work to stay happy.

Freeze Frame 5:

In this freeze frame there is a two shot used tot show the relationship between them, furthermore them having a conversation. The women is thanking the man for his help, yet still the women is at a lower angle showing the man's importance.

Freeze Frame 6:

In this freeze frame editing has been used to show another women calling for Mr.Muscles. They use the appeal need for sex as she is bending over the window, furthermore they represent women being dependent on men. 

Diet Coke

Diet Coke



There are very few types of camera techniques use, a hand held camera was mainly used though out the advert there were also other techniques for example: Close-up, Two shot, Long Shot, Over the Shoulder Shot, POV Shot. At the start of the advert there is a long shot used to show a man trying to open a glass bottle in the kitchen, furthermore a women enters the kitchen drinking 'Diet coke', this informs the audience it's a 'coke' advert directly. Then there is a close-up of her exchanging the diet coke with the glass bottle this show she is challenged to open it with the help of drinking 'diet coke', also showing the product in close-up. After they use a two-shot of the man curiously looking at her as thou she isn't going to open it, on the other hand the women is trying to open the glass bottle with her strength, once again the product 'diet coke' is shown in the man's hand. The setting now changes to a marriage location with the bride drinking 'diet coke' in which they use a Long shot to show the brides clothing. The setting changes once again to a club, there is a close-up shot of a women drinking 'diet coke' as well as an extreme close-up of the women pinching a mans butt, in which he then turns around to look, they use a close-up of his face to show his facial expressions being curious. Then they use a POV shot of him looking at another man thinking he pinched his butt, after there is a over the shoulder shot of them both looking at each other awkwardly. The setting changes to a office with a women in a meeting with business men, and another women walking past with 'diet coke' in her hand, then there is a close-up of her rubbing her nose on the window in a amusing way. To sum up camera techniques, I think there where many camera techniques used in such a compressed way, this is also conventional to adverts. The colour scheme is silver, red and black which connotate to women linking to the target audience.

Editing has only been used at the start, end and during the photographs at the wedding scene. They show the product 'diet coke' and a slogan hello you this is inform the target audience it's a coke advert.