Gillete Advert

Representation: Stereotypes, Encoding/Decoding, Contents

The typical, stereotypical man is represented in this advert, the men shown are strong and masculine with good jobs, latest cars, lovely girlfriends and perfect children.  This incredibly positive and perfect representation of a man will make the audience want to buy the Gillette product because it seems to indicate that if you use it, you will then lead an ideal life. 

Audience: Categories, Mode of Address, Response, Interaction

The targeted audience for this advert is men from the age of roughly 28-35; the period when you settle down by getting married and have children. The mode of address in this advert is the acting of the roles and how they express their emotion, a lot of the emotion is happy, grateful and loving. All of these emotions make the viewers desire them and therefore make them want to buy the product.

Application of Theories

The theory which applies to this advert is the Stuart Hall theory, this shows the different readers  e.g. Dominant- the reader believes if they use this product they will become a man with everything ('the best a man can get') 

Negotiated- the reader believes the product will affect them positively but perhaps not quite as exaggerated as they make out.

Oppositional- the audience completely disagree with the advert e.g. 'this advert is completely sexist and gender stereotypical!'

Language: Technical, Visual, Audio Codes (camerawork, mise en scene, sound, editing), Narrative, Genre

The song the producers choose to use runs along the lines of 'your the best', they have cleverly played on the words by adding their brand name in it. This song runs all the way through the advert without any dialogue of the characters therefore the lyrics of the song are very important as they have to link in with the message of the advert. The visuals in the advert present snippets of each male character who has used the product and it shows the effect it had on them. The camera shots in the advert are mostly medium long shots so you can see the happiness from a distance. There are not really any bright colour effects therefore it shows the natural effect of the product which implies it is not fake at all. The whole advert is a compilation of various shots put together in a sequence.