Essay

Compare how media language is used in the constructions of gender in two print advertisements for fragrances. (500-800 words)

In this essay I am going to talk about how media language is used in the constructions of gender, in two print advertisement for fragrances that I have chosen, which are: Dunhill and Gold Rush. Both of these adverts includes gender stereotyping and archetypes. This is because Dunhill is a perfume for men and then it has a woman behind smelling the man because of its perfume; the perfume also says “the new fragrance for gentlemen.” this clearly stereotypes that the perfume is only made and used for men. On the other hand the Gold Rush perfume is for girls and only girls can use it as it clearly shows the advert that there is a man behind the woman enjoying her smell which shows that this perfume has a power of attracting men.

Dunhill

  

This advert clearly shows that this perfume is for men as it says at the bottom: “the new fragrance for gentlemen.” The woman’s emotion show how the perfume makes the man attractive as we as the colour; dark and pure black showing masculinity.

Mise en scene; they are both wearing casual business clothing, they are both wearing a black, dark colour. The setting is quite blurry, as you can see the clock tower behind, an unknown car behind the woman.

I think this advert is showing binary oppositions because of the girl’s pose; really shows how she’s into the man because of her facial expression and body language, this is all to show that if the men buy this product they will attract women. There are lots of camera shots being used here; establishing shot which shows the setting and the background, such as the London clock tower, the car and the two actors. Also a close up is being used here to take up the whole frame and zooming on more into the two characters giving it a focus point.inadditon to that also a two shot is being used to show both of the characters and really highlighting the. I also have noticed the brand name is quite small and the bottle is quite eye catching and big.

Gold Rush

 

This advert is clearly stereotyping that the perfume is only for girls.

There are a couple of camera shots being used here; close up which shows the characters as well as the perfume bottle. They are both wearing casual business smart clothing, but one thing I have noticed is that the woman’s dress is exactly the same as the perfume bottle, this foreshadows that this advert also stereotyping gender that, only women can buy this product. The woman is being objectified as the perfume bottle; the perfume bottle has feminine shape as well as the colour, at the bottom of the perfume we can see that it says: “the new women’s fragrance.” The man’s expression doesn’t tell us much about but it gives us an idea that the perfume is making the woman wanted by the man.this advert is very similar to the previous one because they both stereotypes in gender and patriarchy.

Overall I think that gender stereotyping in adverts will not stop, I also think that by dividing gender and telling the audience which product is for which gender makes their adverts stand out, because they show people thru ways of advertising such as: emotions and reward. I say this because they sow people that if they buy these perfumes they will be more attractive to the opposite gender. On the other hand I also have noticed that the perfumes are from different counties as well; one being from London and the other from Paris.