Three Examples of Contemporary Adverts...

Diet Coke Advert (Female Gaze)-
This advert is simply were genders cross paths and switch roles and the males become the gazed rather than being the ones who do gaze. This advert shows the female gaze as the females go on their break and sexually gaze at the male and his physical appearance. This then puts males in a female’s position and allows them t feel how women feel when they are objectified and gazed at by the males. This shows how the females are the more dominant gender within this advert by having the big careers, being in control etc.
http://www.youtube.com/watch?v=4uL-YMCJlRY

Parazone Cleaning Product Advert:
This advert clearly shows that the maternal and domestic roles have been swooped as the males are now becoming more concerned with the house duties such as cooking and cleaning. This then helps to back up Cumberbatch’s 1995 study where he states that Men are shown cooking more than women. This then shows how as time goes on the maternal roles of women are now being injected and incorporated into Men which make them more interested in the domesticity and maternal role of the female’s values and views. However, this advert till shows the masculinity side of a male when getting involved in the housework, which shows that they still try to show a dominant side to the domestic side.
http://www.youtube.com/watch?v=KGBcVyiH58A

Rimmel Advert-Make-up:
This advert shows the objectification that females get on a regular basis. This shows the female products that help to incorporate and help to hide the imperfections of a female. This was seen in a study conducted by Greer in 1999 were she simply states that females are simply exploited and manipulated and need to “Conform to certain images of beauty”. This then shows how females are pressured by magazines into thinking that they need certain bits of make-up to make them look beautiful.
However, Natasha Walters fought back in her study that was conducted in 1998, stated that she disagrees with Greer as women do enjoy fashion and beauty. This shows that Walters simply tries to convey that women do enjoy beauty and fashion as it helps to bring up their confidence and make them more comfortable with themselves.
http://www.youtube.com/watch?v=jeZc6hjW22c&feature=related