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Comparing Jubilee Life Insurance And Kenwood Chef Advertising

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Advertisements are an important part of our lives especially in the current era of mass consumption. Advertisements are a medium of creating awareness and/or persuading people to buy a certain product. According to Bovee "Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(1992, p. 7) This paper will focus on two advertisements and talk about how they influence consumers to by their products. The paper will focus on the jubilee life insurance and the Kenwood chef advertisement. The jubilee life insurance ad. shows a man and his family. There is a narrator who addresses the man and says something along …show more content…

This ad. is a printed one and shows a man and his wife, both the man and his wife are smiling. In front of them is a table which contains a Kenwood chef which is basically a juicer machine. The words 'The chef does everything except cook- That's what wives are for' are written on the top. (Daily news, n.d.) The women in the picture seems happy to be cooking for her husband which is okay but the fact that the advertisement stereotypes women and supports the pre conceived idea that wives are always supposed to cook for their husbands. It also supports the idea that wives should stay in the kitchen and all they are meant for is cooking. This idea is pretty similar to the idea of the wife in the first advertisement, where they show the wife preparing food and working hard. The Kenwood chef advertisement is an old advertisement. It also assigns the gender roles like the previous advertisement, in this case it shows that the man should never cook and the female should always cook. It makes it seem like the only thing a woman should do is cook and it also promotes the idea that it is unusual for men to cook. We can also compare this point to the previous advertise as both these advertisements promote gender roles and tell us what is acceptable for women to be doing. Another similarity is that both advertisements show happy

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