According to Stuart Hall, meaning is constituted by representation; by what is present, what is absent, and what is different.
Through an analysis of the 2 advertisements for Dove, what messages are communicated about gender through the representations that are constructed?
In your answer you should consider:
- The ways in which meaning is created through semiotic elements
- The extent to which stereotypes of gender are either reinforced or challenged
In both Dove advertisements, gender stereotypes can be seen to be reinforced, despite the advertisements defying some elements of stereotypes. For example for the Dove men-care advert depicts that a man can be the sole carer of his children, and do just as good as a job as women can. With the female dove advert, the idea that older, more mature women can be just as beautiful as the young models that are usually depicted in advertisements.
However, many elements of the Dove men-care advertisement reinforce male stereotypes and ideas of masculinity. For example, the celebrity endorsement is Will Greenwood, a former English rugby player, which reinforces the idea that a 'real man' is a well kept, strong "manly" man. The images of him playing with his children suggest he is a family man, he is depicted to be a typical "father figure" as he plays rugby on the beach with his children. The blue toned colour scheme also has connotations of masculinity and male presence, which reinforces the idea that the product is aimed at "real men". However, the advertisement challenges some elements of gender stereotypes in that rather than presenting Will Greenwood playing his sport, he is shown to be playing and looking after his Children, something which previous media products would have associated with the role of a woman.
The Dove advert featuring the female model also reinforces stereotypes of the gender in that the model used is still naturally good looking, creating the association of femininity with beauty. The advertisement suggests that Women care more about up-keeping their looks and their presentation to the rest of society than men; naturally a scruffy looking man would not raise an eyebrow as its a stereotypical norm for the gender, however a scruffy looking woman could be interpreted as her not looking after herself. However, the brand has attempted to challenge steryotypes in suggesting that people of any age can be "gorgeous" and opposing ageism.
Despite the preferred readings of the advertisements, the oppositional reading of the advertisements could be that the models depicted represent unrealistic ideals which oppose the idea the brand is trying to convey in that their products are for everyone, not just beautiful people. The use of an older, yet still beautiful woman, and famous rugby player rather than ordinary father conforms to this idea that the representations we see in the advertisements have been selected and chosen especially so that there is beauty appeal to audiences.
Through an analysis of the 2 advertisements for Dove, what messages are communicated about gender through the representations that are constructed?
In your answer you should consider:
- The ways in which meaning is created through semiotic elements
- The extent to which stereotypes of gender are either reinforced or challenged
In both Dove advertisements, gender stereotypes can be seen to be reinforced, despite the advertisements defying some elements of stereotypes. For example for the Dove men-care advert depicts that a man can be the sole carer of his children, and do just as good as a job as women can. With the female dove advert, the idea that older, more mature women can be just as beautiful as the young models that are usually depicted in advertisements.
However, many elements of the Dove men-care advertisement reinforce male stereotypes and ideas of masculinity. For example, the celebrity endorsement is Will Greenwood, a former English rugby player, which reinforces the idea that a 'real man' is a well kept, strong "manly" man. The images of him playing with his children suggest he is a family man, he is depicted to be a typical "father figure" as he plays rugby on the beach with his children. The blue toned colour scheme also has connotations of masculinity and male presence, which reinforces the idea that the product is aimed at "real men". However, the advertisement challenges some elements of gender stereotypes in that rather than presenting Will Greenwood playing his sport, he is shown to be playing and looking after his Children, something which previous media products would have associated with the role of a woman.
The Dove advert featuring the female model also reinforces stereotypes of the gender in that the model used is still naturally good looking, creating the association of femininity with beauty. The advertisement suggests that Women care more about up-keeping their looks and their presentation to the rest of society than men; naturally a scruffy looking man would not raise an eyebrow as its a stereotypical norm for the gender, however a scruffy looking woman could be interpreted as her not looking after herself. However, the brand has attempted to challenge steryotypes in suggesting that people of any age can be "gorgeous" and opposing ageism.
Despite the preferred readings of the advertisements, the oppositional reading of the advertisements could be that the models depicted represent unrealistic ideals which oppose the idea the brand is trying to convey in that their products are for everyone, not just beautiful people. The use of an older, yet still beautiful woman, and famous rugby player rather than ordinary father conforms to this idea that the representations we see in the advertisements have been selected and chosen especially so that there is beauty appeal to audiences.
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