Comparison
Both the 1970’s and 2013 adverts, even though they may be many years apart, their topic isn’t. These three adverts depict or imply the inequality between the two genders.
Firstly in the 19070 Tipalet advert the use of the woman costume is used to draw male audiences into looking at the product. This allows the producers to achieve their desired target audience of males from 18 and above. The tagline anchors the image of the woman supporting the connotations of her being used to lure male audiences to purchase the product. However in the Uni Women avert the main image is a woman and her costume is a hijab only. She also fills nearly the entire of the thirds and is always in the Z line. Over her mouth are Google search autocompletes, The searches are real and they were dated March 9, 2013. The use of the woman is not only to defeat the ongoing crisis in equality but also the inequality in race as the woman is wearing a hijab denoting she is a religious woman. The dark hijab focuses the audiences attention to the iconic google search bar which is the aim of the producers to educate and make people aware that this hate and inequality is still very much a problem in modern day life.
Also in the 1970 Tipalet advert the facial expression of the female connotes a sexual tension between the two people which would act as a desire for men and this turn would make the male audience want to aspire to be the man in the advert as he has the respect of the woman and that he is wealthy. Both the male and females expression isn’t direct to the audience allowing an enigma to be created as audiences want to know why she is gazing at him like that. The females gaze follows the z line and leads us to the direction of the product,, the cigarettes. Applying Maslows hierarchy of needs audiences would wish to gain esteem from others .However in the 2013 Uni women advert the woman facial expression is neutral and she shows no expression, her mouth has been purposely covered, this connotes that hateful and male chauvinistic searches are fueling female oppression and trying to silence women making them conform to out-of-date ideology of women. Also n the 19070 advert the woman is wearing dark heavy makeup, this connote promiscuity in women of the time linking to the ideology that he product will gain resect and irritability from others. Furthermore in the 2013 Advert the woman is wearing considerably less makeup compared to the woman in the 70’s advert. This can have connotations of the 2013 woman wanting to subvert from the stereotypical idea that for a woman to be noticed she needs to wear makeup.
In contrast the 1970 Mr Leggs adverts lighting is brightly lit from all angles making sure there are no shadows, this allows the product to be seen as standing out. Intern highlights what audiences should be looking at, the trousers. Also the lack of shadows allows the bold lines of the image to stand out to audiences on what they should be saying attention to. Bold black lines to define the product and the benefits of this, Superiority. However in the 2013 advert for Uni women they use harsh lighting to create shadows and focus the main attention onto the woman. The dark lighting has connotations of seriousness and business as more colourful colours would distract us as an audience away from what the advert is trying to explain to us. The crisis of outdated equality views that still stand. The shadows enable the search tab in the foreground to stand out as this is what the producers want people to read and what people should feel they need to act on, which is the main aim of Uni women. The Uni women strive to defeat inequality and restore equal pay gaps.
Finally in the 1970 Mr Leggs advert the use of a monotone simplistic colour pallet acts as a major pinpoint to the product, the trousers. The designers have done this ensure that the trousers and their superiority are shown as prominent and bold. The connotations of the bold trousers could be that if you wear these you will automatically have rule over the women at home or in the business working environment. From the image you can denote that the woman is of white heritage and so is the man. This links to the context of the era that race inequality was an issue swell as gender. This connotes that the producers target audience is those who are male, white and of the middle or upper class. Similarly in in 2013 the use of a monotone color pallet acts as a pointer to the main focus, the search tab. The advert uses an Islamic woman. This connotes that the producers wish to brake the white supremacy in advertising and the use of a female subverts the male chauvinism in advertising.
