I found another advert today, which portrayed females stereotypically.

The main purpose of this advert is to make the product "Noxzema" (some type of body product) appealing to women. However, in their attempts to do so, the creators of this advert have suggested that it is necessary for women to look beautiful in order to be noticed. The animated character on the advert, has a noticeably slim figure, indicating that the symbol of real beauty is a slim body figure. Although the blue background of the advert can be seen as a positive sign for women- since the colour blue is usually associated with men- the use of blue in this case, coupled the "construction site" sign, can be seen as offensive to blue collar workers, who are stereotyped as "women-crazy" men.

After analysing the advert for “Noxema” I started to research adverts for products and companies, in which women were not stereotyped. Finding and analysing such adverts will give me ideas on how to depict women in a non-conventional way when I finally start to plan my own campaign.

• A motorbike- a vehicle usually associated with males- is being promoted here by the use of a female model.
• The fact that she is using the motorbike as a mirror to apply mascara exposes her femininity through the rough exterior.
• The costume of the model is complementary to the image of the motorbike and the promotional subject of the advert.
• The lack of colour is also relevant to this particular advert, as it enhances the image of biker gang.
• Colloquial language (“Blah, blah, blah”) is used to make the advert appealing to the audience, who are most likely people in their late teens and their twenties.

• (The advert is supposed to be joined as one, but i am unable to put publish both the pieces side to side)
• Not only is this advert as anti-sexist portrayal of women in the work place, but it is also a good example of anti-racism and anti-ageism.
• The long shot of what seems to be some sort of corridor allows a large diversity of people to be portrayed in the advert.
• Having a female in the foreground diminishes any stereotypes of male domination in the workplace.
• The idea of having some people in the foreground while some in the background is perhaps something I could consider when creating my own adverts, as it can give a sense of power and control to people.
  
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• Through the use of quite lengthy text, these adverts show the two sides to most modern women; the conventional feminine side that dreams of “knights in shining armour,” and the completely independent side.
• The colour scheme of both adverts is quite dark, giving the models a mysterious look, and hence suggesting the enigma of women who choose to buy a “Diamond right hand ring.”
  
• It is worth noticing that these adverts belong to the same company, ‘A Diamond Is Forever’, whose advert I have analysed previously. The major difference between the previous advert and this set of adverts is the target audience. Whereas these adverts are aimed at women and therefore use female models, the text on the advert for males, appeared to be speaking directly to men.
  
• Likewise, I will also have to use models and language that is relevant to my target audience.