Advertising

Judith Butler: Gender as performed or performative (produce a series of effects).


Roland Barthes: Semiotics: What is signed and what is signified.




What is the product being sold? Hair cream

How does this advert create a desire for the product? Uses women to attract a dominant male audience


What is the idea being sold? The hair gel will make one more attractive and desirable.

How does score construct a narrative which appeals to its target audience? To “get what you have always wanted” as represented through an abundance of women

How is this reinforced through Mise En Scene? The mise en scene of the women’s lack of clothing makes the element of having the gel attract so, therefore reinforcing the want for the product.  

Can you use semiotics to argue this? The overall image that the man is the hero, his higher positioning gives him greater authority over those below him. Putting him in a state of control.