Pepsi Advert

In this advert women are shown positively. In the beginning of the advert two women are shown learning a form of martial art. This immediately empowers them as it connotes that they are strong and that they can defend themselves. They are dressed in fitted clothing and are which isn’t revealing at all however they still look attractive. The women in the advert are famous faces (Beyonce and Jennifer Lopez) as singers/actresses they are normally shown in very revealing clothing. Women are shown as Independent. They are also shown riding motorbikes at high speeds which are stereotypically associated with men this connotes that the women in the advert are bending gender boundaries. Later on in the Ad the two women fight a large number of men and knock all of them out whilst wearing six inch heels. This gives of the idea that women can look attractive and be independent at the same time. Unlike most adverts women are the main protagonists. There are shown as the dominant gender as the advert is focused on them.

Specsavers Advert

In this advert women are shown negatively. The advert is clearly from a male’s perspective, the women are shown in bikinis running through a jungle in slow motion allowing men to gaze at them and lust after their bodies. Frequent shots of emphasis on the women’s bottoms are used which gives the audience sexual gratifications. The slow motion used in these shots help to emphasise the women’s bodies and gives the men a longer period of time of which they can use to stare at the women.

The advert shows women as superficial and stereotypical. Whilst they are running through the jungle they are wearing heels to walk over tricky surfaces with may also suggest that women are stupid. The advert seems to be set on a remote island; however, all the women seem to have access to cosmetics, magazines, and shopping. This shows women as always obsessed with their appearance.

In the advert women are also shown running towards a man, they seem to be attracted to the body spray that the man is using on himself and hundreds are running towards him like moths to a flame. This could be seen as a sexual fantasy and it objectifies the women. There is also a shot in which a man is buried up to his neck in sand and is looking up at the women’s bodies they don’t seem to care which connotes that they are inviting men to gaze at them this is called self objectification.

Even though the ad is a parody of a ‘Lynx’ ad, it still gives of a similar message. For ‘lynx’, if you wear it you will get girls and for this particular advert, if you wear glasses from ‘Specsavers’ you will get girls. The advert makes men assume that if they wear a certain thing then women will want to have sex with them.