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Interpreting The Use Of Gender Stereotypes In Advertising

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It is in the very human nature to interpret information through signs. Advertisements utilise this tendency to their advantage. Subsequently, by analysing these signs (signifiers), the underlying denotations and connotations of an advertisement can be uncovered. These signifiers underpin many societal values, beliefs, associated discourses, values and ideologies and can be tailored to its target audience. An advertisement of Terra’s new slip-resistant sole has been deconstructed to identify these elements. Through the separate analysis of the main signifiers the genuine meaning, both connotations and denotations, can be interpreted and revealed. To accomplish this, the primary signifiers to be investigated are, the female model, logo and text. …show more content…

In this instance, the woman is utilised to entrance the target audience (working class males). It denotes that the product has sex appeal, and more subtly that woman will desire the customer that purchases the product. Therefore, the advertisement has a sexual discourse and presents the ideology that women are drawn towards men who own great products. Consequently, men are enticed to this image, and as the saying goes, “Sex sells”. Moreover, the addition of the hammer in the image further relates to the target audience of working class males. It implies that the product is for working, hands-on men and that the product is tough, sturdy and reliable. As a result, this hardware discourse flows throughout the advertisement and implements the ideology of, “Woman are attracted to men who work in a trade”. Additionally, the discourse is supported by the logo which incorporates similar …show more content…

Terra incorporates this to great success. The advertisement quotes, “Of course, you’ve noticed the new TPU-slip resistant sole”, utilising italics to indicate humour. This ingenious marketing ploy relies on the target audience being drawn to the attractive model. The model is placed in a sexually provocative manner to aid in drawing interest. Consequently, guilt is employed and the customer is directed towards the product. Furthermore, it denotes that the product is more attractive than the woman by implying that it is the initial point of focus. More subtly, it connotes that the female gender approves of the product therefore increasing the interest of the target audience. The advertisement presents the ideology that men wish to seek the approval of the female sex and manipulates it to increase desire. These aspects compound to create an extremely effective

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