3 Adverts showing various representations of women....

Link:http://www.visit4info.com/details.cfm?adid=39130 (Iceland)

Iceland supermarket advert shows a conventional or traditional representation of women, by its slogan...'That's why mum's go to Iceland'. Strictly associating the woman with the stereotypical role of house wife as she takes on her 'shopping role'.


Link:http://www.visit4info.com/details.cfm?adid=14215 (Adidas)

This advert challenges the stereotypes of the passive female character and allows the female to take on an active role. The women is portrayed as a successful sports women, which is unusual as successful sports personalities in the media are mostly males. However this women is successful in what's considered a mans sport, boxing. The advert subverts strereotypes by giving the woman power.


Link:http://www.youtube.com/watch?v=SSwyncna1Qg (Lynx)

This advertisement shows the 'whore' female character, that could be classed as part of the male gaze. The women in this ad are sexually objectified for the viewing of men, and the whole message behind the product suggests that if you buy Lynx spray women will be all over you, which is reinforcing the whore stereotypes implying women need men.