Gender and identity


Anchor Spreadable Butter advert:

Target audiences:

  • Older people.
  • Young people.
  • Families.
  • Elderly people with dementia.
  • Grandparents and their grandchildren.
  • Jamaican/ Caribbean (stereotypically they like cooking). 
  • Appeals to lots of different groups.


  • There is a representation of a close family, this is shown with the two siblings and the mise-en-secene suggests closeness in the pictures on the fridge. 

Pot Noodle- "You can make it."
  • Targeted towards poorer people who dream big.
  • Teenagers.- represented in the mise-en-scene in the protagonist's room
  • Families.
  • Boxers.
  • People with busy lives.
  • People who don't like cooking.
  • Working class- Protagonist is from up north where its stereotypically poor and rough. 
  • There's a big family all supporting the main protagonist.
  • The tatty walls in his room show a stereotypical working class teenager.
  • The family are all dressed in tatty, worn clothes. One of the women is wearing big earrings which are stereotypically worn by the working class. 
  • The mise-en-scene suggests they are a working class family because the furniture in the house is worn out and old. Also, there are 10 people all crowded on one sofa and some are sitting on the floor.
  • The bright lights of Vegas show a binary opposition to the bleak, north of England.
  • There is satire being shown when the main protagonist does something that was unexpected. 
  • Can be seen as offensive to homosexuals or transgender people. However, it can show support towards homosexuals/ transgender people.
  • The ideology of the advert shows that we can do whatever we want to do.
  • Black rappers are represented as sex obsessed in the advert. 

In what ways can we define ourselves to ourselves and to others? 

  • Talking about our hobbies/ interests.
  • The way we dress.
  • The way we act (body language, speech, accent etc).
  • Our background/ culture/ ethnicity/ race etc.
  • Gender/ sexual preferences.
  • How intelligent people are academically.
  • Talents.

Key theory 7- David Gauntlet (theories of identity)
He believes that despite many negative perceptions of the media, audiences are capable of constructing  their own identities through what they see on TV. He also said that there are now more representations of gender than the traditional 'gender binary'.


Adverts before 1980, representing men/ women

What do they say about gender?

The first advert agrees with the stereotype that all women should cook and clean. However, the product being promoted shows that women can't do all the work alone and need "doctor homemaker" to help them.The product name, "doctor", seems more masculine and a doctor is stereotypically a male's job. This could show that without a male figure in their lives, women are hopeless. 

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