Throughout this essay I will analyse and discuss different adverts and there use of stereotypes in relation to research I’ve already conducted. I will also discuss the effects of the use of these stereotypes on men and women.
Figure 1 (Protein World) features yellow as the main colour for stimulates mental and physical energy as it’s a warming colour that creates a positive and warming impact on the audience. The contrasting use of grey within image and typography creates further contrast allowing for the advert to attract more attention and seem more drastic. The placement of image and typography draws attention into middle of advert allowing both pieces to be view equally and neither to draw attention from the other as they are viewed together, allowing for a larger impact to be made as both are equally striking causing a more powerful impact on the audience. The us of a bold sans serif typeface along with the striking image of the model draws attention to message causing a more striking impression on the audience causing them to question themselves. The bold nature of this advert compliments its controversial message as it appears to imply women have to look like the model to be beach body ready adding to the stereotype that women must be beautiful and slim to be accepted by society as discussed by Gauntlett (2008). However despite this implication and the controversial nature of the advert it could be seen as effective within the health and fitness industry s its creating the desire to look like the model in the advert meaning more women are likely to purchase products from Protein World in order to be accepted. However the health and fitness industry is focused on improving peoples health and well being which could be adversely effect due to the extremes some women may go too to look like the model due to the pressure this advert and other put on women today. However it could be argued that women may not be as greatly effect by figure 1 as first thought as discussed by Walters (1998) as many women are happy with there bodies as a study discussed by Walters (1998) sates that 80% of women are happy when they look in the mirror. Despite this argument figure 1 further adds to the stereotypes that women need to look a certain way in order to be accept, as highlighted by the use of the phrase ‘are you beach body ready’ highlights this as it implies women have to look like the model to be able to wear a bikini.Furthermore figure one also complies to the stereotype that women are objects to be admired adding to the sexualisation and objectification of women that stems from the 1940s when women where seen as homemakers who obeyed men as discussed by Gauntlett (2008). Contrastingly figure 1 could be seen to empower and inspire some women to become healthier and fitter as they look at the model and think they would like to look like her as more women are comfortable with the way they look as discussed by Walters (1998) and may not be offended by the implications of figure 1.
Figure 2 (Victoria Secret) uses neutral colours throughout the advert and within typography to draw attention to the models as this is what draws the audience in and allows the advert to stand out. This is aided by the simple use of a sans serif mid weighted typeface as not to distract from main focus of the models. However use of caps allows attention to be drawn the information/message within the advert. Initially figure 2 creates the impression that women need to look like models in order to have the perfect body and be accepted due to the lack of diversity within advert further adding to the stereotype that creates women need to be toned, tall and white to be accepted as discussed by Gauntlett (2008). However figure 2 could be seen as an effective advert as it creates the desire to look like the models, to be a Victoria Secret Angle. However the contrast between the seemingly un-diverse selection of models and the use of ‘perfect fit, perfect comfort’ gives the impression that they cater to all women of different sizes and not just those like the models creating an interesting juxtaposition. Additionally the main issue with figure 2 is not the use of slim, seemingly perfect women as most women are happy with the way they look Walters (1998) but the failure to represent racial diversity within the advert as the majority go the models are white further adding to the stereotype that women have to look a certain way to be accepted. In comparison with figure 1 the main focus of figure 2 isn't necessarily the physic of the women within the advert which creates a less shocking message meaning many women are not s offended by figure 2 than figure 1.
Figure 3 (Hugo Boss) uses black and white to heighten the masculinity within the advert as it highlights the toned features within the model which men are likely to respond to as discussed by Sheekan, K. (2004). The placement of the logotype in the centre represents the brand and becomes a secondary focus despite its placement due to the striking image of the models which is created through the use of black and white within the image and advert as whole. Additionally the use of a serif typeface within the logo creates a classic and sophisticated impression on the audience highlighting the underlying message of the advert which is selling an ideal to be like the model and not necessarily just the product. Consequently showing the pressure on men to look a certain way as they buy into the ideal sold within the advert. In comparison figure 3 puts men under the same pressure both figure 1 and 2 put on women to be tall and slim in order to be accepted and also creates the desire to look like the model in a similar way to figure 1. additional it could be said that this impact id greater on men than women as discussed by Walters (2008) only 4% of men think they're attractive unlike the 80% of women who are happy with there appearance. Consequently the stereotypes place on men seem to have a greater impact than those placed on women as men are not supposed to be effected by stereotypes in the sae way as women. However it could be argued that the use of a strong male within the advert is the best stimulus to attract men to purchase Hugo Boss as men only tend to respond to masculinity in adverts sole aimed at them as discussed by Sheekan, K. (2004) as they are denied feminine objects at a young age. Therefor may be less responsive if another approach was use.
Overall it could be argued that both men and women respond differently to adverts based on the stereotypes used and the industry in question. However the impact appears to be becoming greater on men rather than women as more and more women are beginning to accept the way they look Walters (2008).
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| Figure 1 |
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| Figure 2 |
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| Figure 3 |
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