There is a wide difference in the depiction of men and women in advertisements. When both genders appear in the same ad, it can be seen that women are mostly portrayed weaker than men. Similarly if females are shown in an ad, they are depicted as sex symbols or dumb. Conversely men appear as strong, courageous and adventurous. Males act strong, tough and hide their emotions.
When an individual looks at the print ad of Mountain Dew, he or she can easily tell that the ad is gender biased. The print ad is self explanatory! The colors used in this ad (that are black and green) symbolize authority, power and command. Apart from this, the chopper further enhances the look of the advertisement. It is generally believed that chopper riders are strong, muscular with tattoos and are huge. In addition to this it can be seen that the Mountain Dew can is “wearing” a black leather jacket that again portrays masculinity. The tag line, “THE HARDEST SOFT DRINK” represents the intensity of this drink, giving a picture that Mountain Dew is not for weaker souls (that are females in this case).
Coming on to the television commercial analysis of Mountain Dew, generally in each electronic ad it is quite visible that there are no females which is strange, since females are majorly shot in ads like Gillette, Honda, Dockers etc. There are several TVCs of Mountain Dew that are all adventurous and breathtaking. There is a TVC in which an experienced Kung Fu trainer fights with a boy who is not very much aware of the Kung Fu techniques and moves but still he defeats the trainer just because he has Mountain Dew! Similarly all Mountain Dew advertisements portray men as courageous, powerful, adventurous and above all daring.
Fariya Hashmat
if they are promoting something solely for men then it makes sense to show objects that symbolizes them, dont u think?
ReplyDeleteyeah
ReplyDeleteBut., what if they want to stick to men on specific reasons.?
ReplyDeleteactually mountain dew is targetted to men majorly because it represents all the manly things from the brand's persepective and as well as the drink has some content which is unhealthy for WOMEN and Pepsi accepts it. (referring to an article i read in a magazine)
its very true that when both gender use in ad, always women portrayed weaker than men
ReplyDeletewhat a stupid analysis. All vague!
ReplyDeletedis person needs to rejuvenate her concepts regarding segmentation and targeting..moreover its no wonder she wud analyze the ad like dis since she herself is a lady and unfortunately she feels unsafe coz da brand hasn't targeted her !! Go have some "skimmed" milk coz u might be da target market of it..!!
ReplyDelete