In the world of advertising gender roles are emphasized upon and used to generate specific stereotypes that have had long lasting effects on how society views femininity and masculinity. Femininity and masculinity are perceived as a hierarchy system as oppose to two equal parts of a whole; humanity. Techniques such as juxtaposition, anchoring, ideal-real axis and modality are used to portray these roles and these will be discussed in light of the two advertisements considered.
At first glance of the Britax advertisement , one has an immediate idea of the ideal-real axis ; having this car seat results in a happy, bubbly, smiling little girl who is safe and sound. The promise is obviously the safe child whereas the key to attain this is the …show more content…
The boys are placed outside and are running around freely. The ideal-real axis is that the key to having freedom and joy as the boys have, is buying this property. This firstly symbolizes that buying this property will bring you great joy and freedom, that which the boys are experiencing. Secondly it symbolizes that men are free to run around and do as they please without any confinement as the framing of this open landscape suggests, this logically thirdly implies that women are not seen this way and that women, oppose to men, are not invincible. This advertisement has high modality as it is a photograph and adds to the persuasiveness of this advertisement. Due to its realism, it makes it very relatable yet as is the case with the prior advertisement, it re-instates gender roles in a bias way. The anchoring “When was the last time you had sand in your pockets” specifically implies that men are adventurous and get their hands dirty in their work. It implies that only men are brave and curious and thus eludes to the idea that females are not of this caliber. This advertisement aims to create special juxtaposition that suggests that men venture out into the unknown and are not afraid to face the challenge head-on, hence they run into the challenge with their wings spread out and their goals in
At first glance of the Britax advertisement , one has an immediate idea of the ideal-real axis ; having this car seat results in a happy, bubbly, smiling little girl who is safe and sound. The promise is obviously the safe child whereas the key to attain this is the …show more content…
The boys are placed outside and are running around freely. The ideal-real axis is that the key to having freedom and joy as the boys have, is buying this property. This firstly symbolizes that buying this property will bring you great joy and freedom, that which the boys are experiencing. Secondly it symbolizes that men are free to run around and do as they please without any confinement as the framing of this open landscape suggests, this logically thirdly implies that women are not seen this way and that women, oppose to men, are not invincible. This advertisement has high modality as it is a photograph and adds to the persuasiveness of this advertisement. Due to its realism, it makes it very relatable yet as is the case with the prior advertisement, it re-instates gender roles in a bias way. The anchoring “When was the last time you had sand in your pockets” specifically implies that men are adventurous and get their hands dirty in their work. It implies that only men are brave and curious and thus eludes to the idea that females are not of this caliber. This advertisement aims to create special juxtaposition that suggests that men venture out into the unknown and are not afraid to face the challenge head-on, hence they run into the challenge with their wings spread out and their goals in