Representation Of Gender

                                                           Print Based Advert

In the "Miss Dior" print based advert, Natalie Portman reinforces the hedgemony that women are an objected to be looked upon in a sexual way. The French word "Cherie" , which transalates to " Sweetheart" connotes an innocence towards the perfume which contradicts the stereotypical use of perfume; attract the opposite gender in a sexual manner. Natalie Portman is giving the camera direct address, pulling the consumer into the advert , making them feel like she is looking at you. The direct address , distracts the audience from the fact that Natalie is wearing little to nothing in the advert. This uses the theory "The Male Gaze "by Laura Mulvey, which states that the camera is used in a straight males sexual viewpoint to view women as a sexual object. The baby pink wall behind Natalie, along with the black bow in her hair , contrasts how she is sexualised and reinforces the innocent feeling of the advert.

 In the "Men's Health" magazine front cover Jamie Foxx maintains the stereotype that all men have to be muscular and masculine to be seen in a sexual manner and physically fit. The top strip of the magazine shows us what "makes" a man, a man and how it is so extreme that it is "Electric". The main tagline for the front cover is "SIX-PACK ABS!" this reinforces that in order to be "attractive" or seen in a "sexual manner, men have to have the perfect ideological six-pack. The placement of the tagline, on the left hand side of the front cover, is to make the consumer read that specific tagline first.This is because the brain automatically looks to the left third of whatever you are reading, meaning that the consumer would of read that first and been intised into buying the product. Jamie Foxx's photograph has been altered to be in black and white so that he contrasts with the crisp, white background but also contrasts with the red and yellow fonts that have been used.