How does the advert create desire for a product?
The advert creates a desire for the product based on what Laura Mulvey calls the "male gaze". The advert presents a woman as simply a pregnant mother, who is probably a housewife. This is what a woman would typically be seen as through the male gaze and helps reinforce a dominant patriarchy and a dominant way of living, which then creates a desire for the product as people want to be in the majority and have the dominant way of life. For example, the housewife is a celebrity, so it creates a desire in order to influence people that this lifestyle for women is desirable and they then want things that she wears, in this case the shoes.
Butler's theory of gender being performative is relevant here, as women in this ad are being presented as a gender with a role that is looking after children. This helps reinforce the typical role hat women play in advertising, which is mothers, this is shown through the slogan "nothing compares to family". This shows that
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