Contemporary and Historical adverts

This advert illustrates the "female gaze" and how the man is objectified which shows a dramatic change in society compared to historical adverts. However the close up of the womens faces and the fact that they are all attractive still shows the idea that women are to be looked at despite the actual contents of the advert which supports Laura Mulvey's theory of the "male gaze" in the audience



This advert heavily challenges the conventions of the historical adverts as the men are shown to be pleasing the women. The idea of men doing housework is something which could never be imagines back in the 70s. Despite being presented as "the new man" the main character still holds masculine attributes such as watching football.



Women are presented as housewives and "gossips" whose main aims are to keep the house clean, please their husbands and their children. Their facial expressions reveal aspects of "false consciousness" as they are happy yet unaware that they are somewhat being exploited by society and thus conform to the roles designated to them.






The advert portrays the woman as sexually provocative, due to her dark clothing and seductive facial expression. The galaxy chocolate can be considered as a phallic symbol which supports the theory that women's main job is to please men. The woman is a victim to the male gaze due to her attractive looks and the way in which she removes items of clothing and thus is perceived to be a "whore". The fact that she is receiving pleasure by eating the chocolate challenges stereotypes during the time which as women should not be able to give into temptation and indulge in things which pleasure them.