Diet cola, is a product that the coca cola company produce, which has less caffeine and less sugar in it. Through the adverts that have been created to promote the product, it is obvious that the target audience is women.
These adverts show that its not only women that are sexualised objects as a result of advertising, but also men in some cases.
This advert is one where the roles are reversed. The women are the ones who are sexually objectifying the man, unlike other adverts such as the lynx campaigns. This is to show that its not just women that are sexualised by advertising its also men that get sexualised too.
Here in this scene, three young attractive women go into the elevator, and open their cans of diet coke. They press the alarm button which stops the elevator, which then prompts the service man to come down and help them, which is what they want. As he comes down, we are shown the ladies, all looking up with these looks of happiness and hope. The three women work in an office, which is a positive representation and a modern one. The use of 3 different women, with three different senses of style, and colours is to try and get as many different women to identify (Blumer and Katz) with the ladies, and possibly buy the product. Also the women are attractive, professional and also seem independent, all things which women will aspire to, and part of the lifestyle is the diet cola, which they will buy hoping to be part of this.
The camera zooms into one of the female actors face, as she is looking up towards the celing of the elavator. She is slowly biting her lip as she is looking up. Which is a look of anticipation and also a look usually used when viewing someone in a sexual way. The women is sexually attractive according to western culture, and other women will aspire to be like her. Men might be sexually attracted to her, and she might attract the male gaze.
One of the other women are drinking the drink, and looking up also in the same direction. The women has flawless skin, and green eyes. This is something that other women might aspire to have. The look up is also one of anticipation.
As the man comes down through the roof of the elevator, the audience are initially shown the mans body. We are given a view which we are led to believe is the women's view. As he descends into the camera shot, we are given a medium shot of his midriff. The male protagonists top rises up exposing his stomach, which shows his abs. This is supposed to be appealing to the female audience, as they get the visual pleasures associated with a young physically fit young man.
The male protagonist's face is finally exposed, and the audience are given a view of his face. The camera is still in the view of the female actors, and the audience still have their point of view. The male protagonist doesn't speak, and is just a passive object that is there for visual pleasure purposes. Just a sexualised object.
Diet Coke - Coke Break Advert
This advert takes place inside an office which has only female employees. As it turns to 11:30 the women, inform each other of the time, and then they all stop what they are doing, no matter how important to flock to the window and look outside. The women are all white, but vary in hair colour, hair style and clothing. This enables the audience every opportunity to seek indetification with the actors in the scene.
As the women rush around the office telling each other what time it is, so that they can all watch the construction workers. None of the women refuse to or question what, they are united in their sexualisation of the men.
The camera angle is a straight on one, not a high angle shot, so it shows that the women are equals and not being looked down on by men.
Most of the women are attractive and are dressed in what I think is supposed to be fashionable attire for the time period. Something that women in the audience will aspire towards. They might also aspire towards the professional roles that these women might have within a business.
The professional role that the women have is reinforced, by the suits and blazers that the women are wearing. Also as the advert continues women with different hair colours and style are revealed. More and more women are recruited to come to the window, showing the unity and friendship that these women have. Things that women in the audience might aspire to have.
As the women start to reach the window, they have an expectant expression on their face as they wait for the men to arrive. They also look happy and satisfied as they wait.
The lack of disagreement from the women, and how they all flock to the window shows that sexually objectifying men is acceptable and its also something that should be embraced.
Finally the men come into the scene, jumping down from their construction veichles. They are obvisouly below the women, because the women are in the building, and the men are on the bottom floor. The camera angle is used intentionally however as it makes the women feel as they are in power, and the men are smaller and less valuable then themselves This is something that women at the time would of been seeking as at the time, and even now women are seen as equals to men. They are also reversing the roles, where men are the ones with the voyerisitc view of women and sexualising them, but this time the roles are reversed.
The women are excited and extremely happy to see the men arriving on time. They are all smiling, looking around at each other. This shows some unity and acceptance in the sexualisation of the men. The sexualisation of the men as a result of the womens gaze is shown as healthy as the women are all happy, and healthy.
The male protagonist in the advert is shown taking off his shirt in a high angle shot, which is probably the view that the women have. However, this type of shot makes the subject smaller, and seem inferior whilst at the same time making the viewer the higher power in the scene. This will be a popular type of shot amongst the females whilst they are sexualising this male because it is reversing the role in society that was popular then; that men are dominant in almost every field and women are second class.
No comments:
Post a Comment