Gender & Advertising (Research)

This commercial highlights the stereotypical representation of women that was visible in the 1970s. It shows a standard 70s housewife singing almost happily that her day of labour is over and she shall now relax using the perfume. The quote "I've been sweet and I've been good, I've had a whole full day of motherhood" refer to the behaviour associated with a housewife, and how she must serve to meet the pleasures of her family. She is then observed singing "But I'm gonna have an Aviance night" and moving in a sexual manner as she takes off her gloves and lets loose her hair. This brings out the Angel-Whore theory, where stereotypically, women are seen to be angels during the day, but whores in the bedroom. The commercial continues with the woman unbuttoning her shirt and her husband walking into the room, gazing at her in a sexual way, obviously connoting that he is sexually aroused by her perfume. Furthermore, this brings out a negative represenation of women as it reflects the kind of patriarchal society that once existed, and some argue still exists today.



This 1960s advertisement is quite controversial. It shows an elderly lady, possibly in her mid-70s sitting at a restaurant by herself. She is posisbly a well-spoekn dame, who is being served by men from left and right. Excited about the pickle she picks up from the serving tray, she breaks out in violence as she gives it a taste, clearly dislking its texture. She engages in violent activity which includes throwing items, tipping her table over, throwing and beating waiters etc. This shows a completely different side of women of the 60s, considering her old age she is still able to fight off over 4 waiters at the same time and manage to tip over tables and chairs. Therefore, this commercial eliminates the inferior representation of women and replaces it with a socially superior one. Not only is she shown as being the dominant, but the one that is feared, as seen by the hand shaking and hesitating to pass her the jar at the end of the commercial. Some could argue that this is a positive representation of women, as women are hereby seen as dominant, confident, powerful and able to defend themselves, whereas in many other commercials, they are seen as th inferior ones with no power.

Thus others could argue that this shows a negative representation of women, seeing as her persona is quite violent and aggressive. This could provide men with more sexist criticisms to use in future advertisement.



This is an advertisement showing a positive representation of men. The man walks right into his girlfriend's home, who automatically leaps on him with sexual arousement at the after shave that he is wearing. The idea of "Hai Karate" being the name of the after shave, as well as the name of a popular martial art, gave this commercial its kick. However, the use of the martial art comparison in the commercial seems to present the man as vain and macho. The connotations of the ad are that this product will allow all women to leap on you as the woman did in the text.