exam practice

Advertisement uses media language to create a representation of gender and a brand identity. This is represented in Dove and Score.

Firstly Score represents woman in a negative way as oppose to Dove. Score represents women as possessions of the man and that they fall for him as he wears the score cream, that there beauty is dependent on there appearance as shown through the mise en scene of there attire which is minimum.
Where as in the Dove advert women beauty is expressed the mise en scene of the clothing of the women is opposite to the score advert, she is covered up and wears plain clothing but her beauty is highlighted where it reads "44 and hot" but on the score advert all the women are younger and similar looking that a stereo typical look determines beauty that men want.

Secondly the man is represented as the centre of the ad as shown through the mise en scene of the setting as the man is appeared to be presented as higher as the women. The media representation of the mise en scene of the setting in dove represents a plain white background and the woman as the centre of the advertisement.

The dove ad also follows the theorist Ferdinand de Saussure who believed the mass media are
forms of communication which deploy traditional language structures, but also are full of other codes. The language structure being the play on words with the two questions "44 and hot?" and "44 and not?" with the other codes being that Dove is trying to express the word "hot" is not determined on what the mass media stereotypically make it out to be. As represented in score which suggests "get what you always wanted" in this case what the media represent as men wanting women.   

Scarcity is also represented in both ads. It is done to highlight what you miss out on if you don't use the product in Score it represents that women are scarce and that score will get you what you always wanted: an abundance of women.  This is represented through the mise en scene of the camera angle as the women are positioned lower then the man as if they have a lower power ranking and are owned by him. Where as in the Dove ad it suggests that if you use the cream no matter what you look like you can look feel good in what you look like. As presented by your choice as the audience if you was to choose "44 and not?" the women in the ad is still smiling and therefore your opinion does not affect them .