Representations in TV Advertising: Gender

Laura Mulvey - 'The male gazes' - How men interpret an advert with women

• Voyeuristic
• Fetishistic

Voyeuristic - Whores, to be objectified
Fetishistic - Madonnas, innocence almost like butter would melt or angelic

Advertising

• £19 billion
• 6.4% of economy

In the UK alone.

TV Adverts

• Dramatisation - Product or service as part of a story, the product or service in question as the over-riding factors of success
• Testimonial - An individual has a product or service, so satisfied with it that they testify benefits. They use an average consumer testimonial so people can relate to it.
• Demonstration - Get straight to the point and benefits of the specified product or service
• Spokesperson/ sales pitch - A presenter talks directly through the camera
• Documentary - Shot in a documentary or news bulletin style.
• Song-and-Dance productions - Usually involve catchy songs, mixed with fast past editing, could often involve a parody of a film or TV shows, and has multi-cultural references.
• Analogy - Promotes a likeness between two things represented as a visual metaphor. The purpose is to show a relationship between the porduct and something else.

T-Mobile advert

• Target audience: 17 - 25, with a secondary audience of parents buying a mobile plan for there children
• The world around them/you flextes to suit you it's an analogy service they're providing.
• It's a summertime advert
• The music is upbeat but relaxed which makes you feel you wouldn't have anything to worry about using their service.
• When the man falls from the sky on his mobile phone  it's an attention grabbing mechanism
• The man poking the women through the window is almost a metaphor for the man's ability to communicate in anyway he wants. 

Mode of Address

Mode of address is: The ways in which we address the audience

Either

• Direct - Speaking straight to a viewer (inclusive)
• Indirect - Generic speach nto necessarily directed at a viewer (exclusive)

Register

• Formal
• Informal

Colloquialisms - Speaking to a local area e.g. using accents 'Gordie'