Advertisements Analysis
Analysis of five beauty products advertisements and how they represent gender characteristics;
The
advertisements are,
1. Nature's Secrets - Herbal Beauty Range
2. Chandanalepa - Sandalwood Beauty Cream
3. Fair & Lovely (Max Fairness Face cream)
4. L'Oreal Paris (Men Expert Shower Gel)
5. Veet Hair Removal Cream
1. Nature's Secrets - Herbal Beauty Range
How It Represents Gender:-
The ad connects a woman’s beauty with nature ,suggesting that
she should maintain her glow using herbal, traditional products. The soft
lighting, slow motion shots and peaceful natural setting create a feminine and
delicate image.
Highlights the expectation that a woman’s beauty should be
effortless, natural and linked to cultural traditions.
2. Chandanalepa - Sandalwood Beauty Cream
Gender Representation;-
v Highlights traditional femininity, linking beauty with cultural
grace.
- Reinforces the idea that women should maintain their natural beauty using time honored skincare rituals
- Associates beauty with purity and respectability, making it a key part of a woman’s identity in Sri Lankan culture.
3. Fair & Lovely (Max Fairness Face cream)
A young man struggles with dull skin and low confidence. After using Fair & Lovely Men , his face becomes brighter, and he gains success in his job or social life. A voiceover says ‘’ Glow & Handsome- for the confident ,modern man’’
Gender Representation :-
v Advertises brighter and clearer
skin as key to male confidence and success
v Often shows a man’s
transformation from dull skin to fresh, fair complexion.
v Implies that fair skin is more
attractive, reinforcing traditional beauty standards.
v Markets skincare in a masculine
way , using strong visuals and deep voiceovers.
4. L'Oreal Paris (Men Expert Shower Gel)
A strong man , after a tough workout , showers with L’Oreal Paris Men Expert Gel. Water splashes, and he looks refreshed. A deep voice says, ‘’ Stay fresh. Stay unstoppable.’’ He steps out in a suit, ready for the day . The ad ends with the product and tagline, ‘’For men who never stop’’
Gender Representation:-
v Connects freshness with power and
confidence, reinforcing strong, energetic masculinity.
v Uses bold , fast – paced visuals
to align with the idea that men should always be active and ready.
v Markets hygiene as part of
success, rather than just self - care
making it more appealing to men.
5. Veet Hair Removal Cream
Focuses on women removing body hair to achieve smooth skin. Often , a male character reacts positively to the change. Reinforces the idea that women should be hair -free to be considered beautiful.
How It show Gender:-
v Portrays smooth, hair -free skin as the beauty standard for women, suggesting that body hair is undesirable.
v Often includes a male character reacting positively when a woman’s skin become smoother , reinforcing the idea that attractiveness is linked to being hair- free.
v Uses soft lighting , feminine colors ,and gentle music, creating a delicate and elegant image of beauty.
v Implies that a woman’s confidence and appeal increase after using the product, reinforcing traditional beauty expectations.
These advertisements reflect evolving gender norms- some challenge stereotypes, while others reinforce traditional beauty expectations.
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