Media Theory- Feminism: Are these Christmas TV Adverts Sexist?

When you think about it, most of the adverts on TV are aimed at women. Seeing as women are still more likely to do the weekly shop than men, everything from toilet cleaner to painkillers is aimed at them. Adverts aimed at women used to look like this:
Since then TV advertising has evolved, though not necessarily become less sexist. Adverts for Flash started to feature men doing the cleaning, but the overall message was that cleaning is actually easy and can be done during half time of a football match, which is untrue. Some adverts swung too far in the other direction, like the Oven Pride advert with the tagline: 'so easy, even a man can do it!'

Christmas adverts are always full of stereotypes and therefore often accused of sexism. Even M&S hasn't escaped criticism, with a male actor referring to 'a nice stuffed bird' before the camera cut to a model in underwear. This year, it's the supermarkets who have offended.

First up, Morrisons:




Some praise the advert for representing Christmas as it 'really is'. The thing which seems to make it work is the magical realism - the realistic nature of the woman's grey, tired skin juxtaposed with a boxing turkey and a never-ending cupboard. This suggests the advert is supposed to be funny and it's also quite clever. However, there's something depressing about it. She looks knackered. She sounds like she barely has the energy to speak. And yet, when she finally makes it to Christmas day, she admits she 'wouldn't have it any other way.' So it's fine that she's on the verge of a nervous breakdown. She loves it really. The ASA have received complaints about this advert but they won't be investigating it any further. The main concern actually seems to be more to do with the representation of men - they are lazy and useless, and contribute nothing to Christmas. The useless man stereotype is very common in advertising.

Next in the firing line, ASDA. This advert is being investigated as there were many complaints to the ASA. It has a very similar theme to the Morrisons one - exhausted mother runs around doing everything - preparing the house for visitors, shopping, wrapping, cooking - whilst men look on uselessly. Nobody helps her. This one isn't as depressing or realistic as the Morrisons advert - the mum looks genuinely happy throughout, and the moment when she presents the turkey to her family seems to be the only thing she's ever lived for. Again, there are bits which make me squirm. The mum doesn't even get a proper seat at the table, she has to perch on an inflatable. When she finally goes to sit down her imbecile of a husband asks 'What's for tea, love?' I'm probably supposed to laugh - what are men like, eh?! But I actually want to punch him. Again, the biggest criticism was not so much about the representation of women, but more about the tagline: 'Behind every great Christmas, there's a mum.' What about people who don't have a mum? What about the role of the dad?




What do you think? Are people being over-sensitive? Read more about the adverts here:
Independent article
This article also discusses the Barclaycard toyshop advert:
Marketing Week article

It's Christmas TV Advert Season Again!

With only 47 more sleep to Christmas, high street shops are already adorned with fairy light, pumping mulled wine air freshener through their air conditioning systems and playing Wham! on repeat. As another major store, Comet, finds itself in trouble, it's clearer than ever that the likes of M&S and Argos need to capitalise on Christmas more than ever. And there's no better way to encourage this than rolling out a massive Christmas advertising campaign.

There's one advert we're all looking forward to. Who could forget the little boy who couldn't wait for Christmas? With a poignant cover of The Smiths 'Let Me Get What I Want' (which caused controversy and outrage in itself) as its soundtrack, the advert follows the young boy's frustration as Christmas day just refuses to hurry up and come. We assume it's because he's been promised the latest games console or iPod (obviously purchased by his parents from a certain middle class department store). But we're wrong! His frustration is simply due to the fact that he can't wait to give his mum and dad a badly wrapped present! Awwwww! We never find out what's within the wrapping paper, but it's sure to be cute.

This year, said department store has gone one better by creating...an advert for its advert! There was also, allegedly, hot competition amongst channels to premiere it. For a situation to occur where broadcasters are actually fighting over who will show a TV advert is very unusual. My money would have been on Saturday night X Factor's first advert break, but the winner of the coveted prize was channel 4, and they are so excited they are even going to add teaser trailers to advert breaks this week. That's right, a trailer for a TV advert.

 If you want a sneak peak at some images from the advert (or if you still haven't worked out whose ad it is!), read this excellent article from the Telegraph which sums up all of this year's Christmas adverts. It also discusses the role of technology and how this has changed advertising - useful stuff for you, Mr Higham, and for the case study into the impact of digital technology which we'll be doing for the exam.

Interesting DVD covers

Perfume advertising

You can practise deconstructing these adverts using codes and conventions of a typical advert. Consider issues of Representation and try to apply theory to them too.

Below is the Davidoff 'Champion' advert which is the moving image version of the print advert we looked at today. Notice how the man in the advert and some of the images link with the print version. This is common among most advertising campaigns and something you will need to consider for your own work.



Below this are two perfume adverts for a female audience: Vera Wang 'Princess' and Christina Aguilera 'Inspire'. Watch these and think about the conventions of a moving image perfume advert. How is it different from the print version? Is it more effective? Can it reach a wider audience?

Vera Wang print version


Christina Aguilera print version