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.